Getting the Data and Doing Marketing Right
Sarah Calhoun, the 30-something founder of Red Ant Pants, is a former Outward Bound instructor and wilderness enthusiast. She became so frustrated with ill-fitting work pants designed without the female figure in mind that she started her own company. It now sells 70 sizes of the double-knee, double-seat work pants with their lower-rise front and higher-rise backs. By importing 12-ounce cotton canvas from India, and having it cut and sewn by a factory in Seattle, Calhoun is free to sell the premium-priced pants ($129 a pair) to her target market—women who work for a living in agriculture, the construction trades, or any other job in the outdoors.