Broquet.co is a site you may or may not have heard of. It's for MEN, who do MENLY THINGS, while trimming their MANLY MOUSTACHE, and BBQING SOMETHING WITH THEIR BEARD. And I love the shit out of that site. It stocks some of the most interesting and rad giftbaskets I've ever seen. I've bought their hot sauce kit (YUM), their coffee tasting kit (Also YUM), and have considered buying many other things from them — despite the fact that their site features references to mustaches and penis-havers galore — because they're good quality, for a good price, and I try to support local companies.
But then I saw this:
What the everloving fuck is this? Now, don't get me wrong, women/men/whoever can like these things. Hell, I like some of these things, but look at that condescending as fuck tone, they're talking about women as if the only experience they've ever had of women is watching Sex in The City. Also, why aren't they bothering to include their own stock? It's not like women don't go on hikes or barbeque or enjoy coffee or alcohol or bacon or hot sauce?!*
This is just an incredibly stupid move on top of many for a site that has so much potential. Do these people live in a clubhouse with a sign saying: "No girlz alowd"? Because alienating what could be a huge bulk of your customers is what gets you kicked out of business and marketing 101. They wouldn't even have to give up the "bro" aspect because you don't need to have a penis to be a bro. As Bluejeans said when I showed her this shitshow:
"Any dude who has a fly rod & a fancy hatchet but thinks women only like sweaters is a guy who does not actually use said fly rod and hatchet"
But, just while writing this I received a response to an email I wrote outlining my problems with the site and the alienating and patronising blogpost. I am really glad they responded:
I sincerely apologize that our site made you feel this way. It is not, and has never been, our intention to alienate women who shop on our site. We are simply trying to reach a specific demographic that we feel is being underserved, and because of that, our branding, language, etc. is geared towards that demographic (in what we feel is a very obviously tongue-in-cheek way).
We are still an extremely small and young company, and we're constantly learning from our mistakes. With that said, I think there is a big difference between knowing who our target audience is and treating women like they are cardboard cutouts. We have a lot of women who buy products on our site, and a lot of people who buy for their girlfriends, daughters, mothers, etc.
Let me be clear: we definitely want you, and all women, to shop and feel comfortable on our site. We really appreciate your feedback, and will definitely keep it in mind as we move forward.
I think this is a good sign, because I really don't think I'd be able to stop shopping there. I'm not stoked that he didn't address the blogpost, but I'll bring it up in my next email.
So while I meant to post a scathing analysis of the site, the post has taken a surprisingly happy turn with the opening of a dialogue and potentially some good changes to come.
*that is literally 90% of their products