Manufacturers have different strategies for attracting female consumers and professional photographers. Here, seven manufacturers discuss their approaches.

Kimbra Studios, in Littleton, Colorado, owned and operated by Kimbra Orr since 1999, creates unique, contemporary photo jewelry and gifts for photographers, primarily women, who want to offer their female clients custom products as an added service. “A walking advertisement for photography studios, our jewelry appeals primarily to female adults and teens, who always want what’s hot and new,” says Orr.

“Emotion significantly affects decision making for women,” she adds. “As a young mother, if I have a beautiful photo of my child taken at a portrait studio, I’ll want to find ways to show it off. Quality and an affordable price are essential. With gift giving especially, the purchase has to be personal, from the heart.” Sold through her website and Littleton storefront, Kimbra photo jewelry and gifts range from $24 to $420. kimbrastudios.com

jill-e designs, in suburban Rochester, New York, owned and operated by Jill Wight and Gail Backal, creates camera bags and carryall bags for busy, fashion-conscious women who want to protect their high-tech equipment and look great doing it. In 2007, Wight and Backal debuted their sturdy, stylish bags and accessories—$24.99 to $389.99—for female professional photographers, positioning them against the utilitarian male-oriented bags that have dominated the market. This segment remains a major part of the business.

“In addition to a website promoting ‘community,’ we reach our female customers through a worldwide network of photo and consumer electronics retail outlets, so women can ‘touch and feel’ the products,” says Wight. “We also have selling relationships with HSN, Target, etc.” Professional photographers and business travelers generally buy the jill-e designs XL, large rolling and medium bags. Photo enthusiasts, videophiles and scrapbookers gravitate toward small bags and the new messenger carryall. jill-e.com

Melville, New York-based Nikon builds cameras to accommodate the diverse needs and feature preferences of photographers at all skill levels. While they don’t target the female market—Nikon might have had that in mind, however, when they created the Coolpix TV ads with Ashton Kutcher—their colorful Coolpix line, powerful wide-angle zooms and compact DSLRs appeal to women and girls of all interests and ages.

Advanced features, stylish designs, sleek profiles and affordable prices make the following models particularly appealing: the ruby red 12.1 megapixel Coolpix S70 with a touch-panel display, HD movies with sound, and Smart Portrait system ($349.95 MSRP); the 12.1MP P90 with 24x optical wide-angle zoom, 15 fps and vari-angle 3-inch LCD ($399.95); and the compact 10.2MP D3000 DSLR ($599.95 kit) with in-camera image editing. nikonusa.com

Sanford, Florida-based travel photographer Marla Holden founded Foto Fashionista in March 2009 out of necessity. “After years of waiting for someone to develop products for women, I designed the first photographer’s vest that fits a woman’s body and caters to our sense of style,” says Holden. My Foto Vest, which debuted at PhotoPlus Expo in October ($139.99), combines security, style and practicality. Currently selling directly to photographers via her website, Holden plans to work with select retailers as well.

A more formal vest for wedding photographers is scheduled to debut at WPPI in March 2010. “We’re also developing camera bags to address female style and function issues,” says Holden. She plans to design other products that allow female photographers “to appear as stylish and graceful as the imagery they create.” fotofashionista.com

The first Sony Style store opened in 2003 with the female consumer in mind. “The Sony brand lends itself to the same sleek design and colors as a fashion retailer, and we wanted to showcase that fun for our shoppers,” says Christine Belich, vice president. “When a female consumer comes in for a camera, we don’t tell her the shutter speed. We ask, ‘What kind of pictures do you take?’ If it’s kids’ sports, we explain what cameras work best for action shots; if it’s weekends out with friends, we explain which work best in low light. Female shoppers respond well to that. We’ve built a business around it.”

Online and in-store, Sony knows women consider a camera “as much a statement of who you are as a handbag or a pair of shoes.” The TX1 ($379), WX1 ($349.99), W290 ($249) Cyber-shot digital cameras and Webbie HD camcorder ($169.99) are favorites with Sony customers. sony.com

MiMi (Memories In Motion), a division of Wheeling, Ilinois-based Therm O Web, began in 2005 by delivering color, style and functionality to scrapbook and craft supply storage for female customers. “This year, MiMi targeted the photo industry, developing safe, stylish storage for DSLRs and point & shoot cameras for female photographers,” says Candace Kos, director of Marketing & Business Development, Consumer Products. The DSLR handbag comes in zebra and giraffe prints with hot pink interiors and customizable interior dividers to secure a camera, an extra lens or flash, wallet, etc. The bag is available online for $62.99.

A big hit with customers: every collection supports a different charity. Last year’s Crimson totes brought donations for the Go Red campaign for Global AIDS Relief. This year’s Oasis collection supports the Association of Zoos & Aquariums’ worldwide animal conservation efforts. mimicollections.com

Golden, Colorado-based Pentax Imaging builds easy-to-use, durable, sleek DSLRs and compact cameras with HD video to meet the needs and preferences of its female customers. The entry-level Pentax K-x, designed 
for family use, combines advanced technologies, such as live-view functions and widescreen HD video, with simple menus, automatic features and a choice of four body colors.

“Pentax discovered the appeal of SLRs in colors other than black when it unveiled the limited-edition white K2000 in early 2009,” says Michelle Martin, PR and events manager. “Sales were brisk. Most units were purchased by women.” The success of the entry-level K2000 had an impact on Pentax’s decision to offer the K-x in black, red, white and navy. The K-x kit with lenses starts just under $650.

The best-selling Pentax point & shoot is the waterproof Optio WS80, priced at under $250. Available in white with purple stripes and black with orange stripes, one model clearly targets women; the other, primarily men. pentaximaging.com