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NASCAR is nudging its female fans to slip into something a little more comfortable -- and fashionable.
NASCAR bikinis are coming this summer. NASCAR high heels and cowgirl boots are on tap. And NASCAR women's leather jackets are showing up in fashion circles far from NASCAR winner's circles.
The sizzling stock car racing brand -- which still has no female drivers in its top circuit -- can no longer take women for granted. NASCAR might seem a boys' club, but women are 40% of NASCAR's fan base and 50% of its new fans.
Sales of NASCAR's licensed merchandise have flattened at $2 billion, and the brand thinks it can boost product sales -- and image -- by courting female fans.
Five years ago, NASCAR sold $84 million in goods for women. This year, it expects to sell roughly $250 million, much of it online at nascar.com, says Mark Dyer, vice president of licensing.
"NASCAR is one of the hottest brands out there," says Wendy Liebmann, president of WSL Strategic Retail. "A lot of middle-American women -- women who shop -- are devoted to the sport."
Some 51% of NASCAR's female fans say they'd opt to shop at retailers with NASCAR styles for women.
What NASCAR's doing to oblige:
*Swimsuits. This deal isn't done. But NASCAR spokesman Andrew Giangola says talks are on with a major maker for a line expected by summer.
*Shoes. Roughly 35 styles of NASCAR-branded women's shoes and boots should hit retailers by August. Genius Fashion, which designed them, expects sales of up to $50 million within three years, says Shannon Hanna, president.
Western boots embroidered with racing flags on the front will sell for $189. Some pumps, decorated with tiny steering wheels, sell for up to $239. "You can drive in all these shoes," Hanna says. "Even the heels are walkable."
*Leather coats and purses. Two years ago, Wilsons Leather created a NASCAR line of women's jackets and purses -- thinking it would be a quick hit with collectors, then disappear. Instead, sales have kept growing. A Dale Earnhardt Jr. jacket -- with an authentic autograph on the sleeve -- fetches $250.
*Clothing. Before Lisa Heros and friends attended their first NASCAR race in 2004, they designed shirts to wear. Fans wanted to buy them off their backs.
Eight months ago, Heros struck a licensing deal with NASCAR. The shirts, skirts and hoodies ($24.99 to $39.99) are sold by the company she co-founded, TrackCouture.com.
Next? "We'd like to get into Indy-car racing," she says.
*Books. The Girls Guide to NASCAR hits bookstores next month.
And after sales of two Harlequin romance novels took off last year, the publisher plans another 19 NASCAR-themed romances in the next year.
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