Facts about the size and scope of the womenís market todayQualitative and quantitative market research techniques for gaining deep insights into your female consumersBrand strategy, identity and development to appeal to women customersandHowís principals have 35 years combined experience in marketing to women across a variety of consumer goods and services


Elizabeth Howland
Principal & Co-founder
andHow

We formed andHow because we believe that if companies would be willing to listen, set aside stereotypes and clearly and consistently communicate their brand values to their segment(s) of the women’s market, they would be practically assured of success.

Prior to co-founding andHow, we led the marketing department at Athleta, the premier women’s sports apparel retailer, and were instrumental in the development of the Athleta brand identity, creative and editorial voice. As VP of Marketing, Elizabeth oversaw all marketing functions and spearheaded the design and production of the Athleta catalog. She developed and managed customer research programs, including an in-depth customer survey and facilitation of annual focus groups, which showed us the power of gaining feedback from women in real world settings.

Before joining Athleta, Elizabeth spent several years in executive positions for direct marketing firms including Genesis Direct, Triplex Direct Marketing, Gymboree and Bio Bottoms.