(CIRKUMFLEKS)Magazine

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Lady first! Kodak Petite (ca 1929)
Regardless of which era, camera manufacturers are keen on expanding the
user base, hope that their products reach the hands of every home. Traditionally,
photography-related products most are male-oriented; therefore many camera
manufacturers are competing to expand the female market. Letʼs take
“mirrorless camera” as example, Panasonic introduced the worldʼs first m43
camera G1 in 2008, the advertisement in Japan was positioning the product in
favor of female users. In fact, this is not new, as early as almost one hundred
years ago, Kodak has targeted the female market, launched a camera which is
specifically for the ladies – the Kodak Petite.
To produce a camera for ladies, manufacturers have to take some efforts on
color and pattern. The trick now, most of them change the cameraʼs color to pink
or with some cartoon characters printed on, such as Hello Kitty or Disney
characters. But this would never be the strategy in 1929; because the women
could enjoy photography in 1920s were ladylike or wealthy ladies.
(CIRKUMFLEKS)Magazine 2.2012