When I joined DC, the Womens division was targeting a younger consumer; both in product design and aesthetic and communication materials. In early 2004, DC for women was actually 'DC Girls'.
At the start of 2005, we repositioned DC Girls as Dc Womens across all categories of Apparel, Footwear and Snow and aged up the design aesthetic and thematics. We also repositioned all marketing from the catalogs thru all communications. We made the decision to stop trying to target the extremely niche "US' centric identity of the 'skater chic' and instead focused on the global urban/street chic woman - the girlfriend of the DC skater / musician / snowboarder etc.