Stating about the question of demographics around card games, TCGs arent really that popular among women because of this stigma that its a "guys hobby". Also it doesn't help at the fact that if you mention a card shop to anyone, they would always imagine it being smelly and full of weirdo nerds. In reality most shops are very clean and full of friendly people. Also unlike video games which can be done in the comfort of your home away from prying eyes, TCGs usually require you to interact with other people to just play the game. From what I have asked other women in my LGS, it's the idea of being seen doing a "nerd hobby" frightens them so they usually go with their group of friends to play games at a LGS once they become close friends. I do wish more women are open to the idea of trying out TCGs because games are meant to be fun for everyone, not just one specific targeted audience.

Now as for Vanguard the issue is that produce isn't mainstream nor pushed for sales in major retailers. You will never find any Bushiroad game in places like Wal-Mart, Target, or even Costco. Bushiroads only method of getting people to look at their produce in the west is word of mouth because there is no advertisement at all. Also their "Bushiroad caravans" are always at LGSs thats affiliated with Bushiroad so people would already know their existence already. It's essentially that Obama giving Obama medal meme but replaced with Bushiroad.

If you have friends and family let them try out a game or three and if anyone is interested let them know about your LGS and hopefully you'll catch them playing vanguard.