You do not need to create a better product to attract your customers. You just need to remove the pressures the others haven't noticed yet.
BY BANOO is a good example of what that looks like in practice.
THE PRESSURES NOBODY NAMED
For years, "work bag for women" meant picking a lane: bags built for looks, that don't fit a laptop, don't organize cables, don't survive a real commute, or bags built for function, usually shaped around a briefcase silhouette that was never meant to also work at 7pm.
Nobody chose the wrong lane on purpose. That's just what "pick one" categories produce.
WHAT THEY ACTUALLY BUILT
BY BANOO was founded by two sisters, one leaving a management consulting career, one leaving medical school, after both struggled to find a single bag that held up through an entire working day.
THE PROBLEM: the lack of chic and functional work accessories, designed with the businesswoman in mind.
Instead of adding another handbag line, they mapped the actual pressures inside a workday: does it fit a laptop without guessing, does it survive a full day without getting emptied out to find your keys, does it work in a 9am client meeting and again at a 7pm dinner without a bag swap, does it fit as a personal item on the strict-baggage airlines business travel actually happens on.
THE SPECIFIC DAY TO DAY PRESSURES THEY SOLVED
→ A dedicated laptop-size guide (13–14" / 15–16") - so fit stops being a guess
→ A "12-Hour" duffel built for commute + gym in one bag, not two
→ A "24-Hour" suitcase sized for the exact gap between "carry-on's too big" and "personal item's too small"
→ Structured interior compartments and cable pockets, so nothing gets dug for
WHY THIS WORKS AS A BUSINESS MODEL, NOT JUST A PRODUCT
Each of these removes one specific friction she was already quietly tolerating. None of them required convincing the woman she needed something new, they just made a pressure she already had disappear.
That's a different mechanism from most "for her" marketing, which usually tries to add appeal instead of removing friction.
THE ONLINE AND OFFLINE MATCH
Online:
customer reviews sit front and center on the site: "let customers speak for us" and the specific ones do more selling than any campaign could. A management consultant describing her exact daily carry. A frequent flyer confirming it fits the strictest airlines' personal-item rules. Real obstacles, named in the customer's own words.
Offline:
the bags sit in Bloomingdale's, Nordstrom, and NK, with a "book an appointment" option for a more considered, in-person decision, consistent with building for someone who researches before she buys, not someone chasing an impulse purchase.
THE LESSON
This is what "removing pressures" looks like in practice. Not a bigger campaign. Not a sharper tagline. A product that quietly stops asking her to work around something.
It's just one example of best practices that we support and create at WeWill: the businesses that win aren't the loudest about understanding her. They're the ones who removed one real friction before anyone else noticed it was there.
Image: Perdica and Persheng Babaheidari. Photo: Marilia Bognandi, online resourse