Apparel Brands Invest Heavily in Women's Clothing to Boost Sales

Major apparel companies, including Levi's, The North Face, Vans, and Columbia Sportswear, are significantly increasing their investment in women's clothing as a key strategy to revive slumping sales and tap into a larger market segment. This shift comes as many brands face cautious consumer spending and slowing demand, prompting a focus on the women's apparel market, which is approximately 70 percent larger than the men's market in the U.S.

Levi's has been a notable example of this strategy's success. Since CEO Michelle Gass took over in January 2024, the company launched its 'Win With Her' initiative. Women's apparel now constitutes 38 percent of Levi's total business, up from about one-third in 2022, with a goal of reaching a 50-50 split between men's and women's sales. Gass reported that women's sales increased 11 percent in 2025 and 13 percent in the latest quarterly results for 2026, outpacing the 7 percent growth in menswear. The company has expanded its offerings to include dresses, skirts, and tops, redesigned store layouts to prominently feature women's collections, and evolved its marketing, including a partnership with Beyoncé. Levi's shares have risen approximately 66 percent since Gass became CEO.

VF Corp., parent company to brands like The North Face and Vans, also identifies female shoppers as a significant growth opportunity. CEO Bracken Darrell is leading efforts to revitalize the business through increased product offerings for women. Vans has introduced more women's apparel and specialized footwear, while Timberland has expanded its fashionable boot collections. The North Face has collaborated with Kim Kardashian's Skims label and developed premium collections for female outdoor enthusiasts. Darrell anticipates The North Face could potentially double its annual sales to $8 billion, with women's sales contributing over $2 billion to that growth. VF Corp. has seen signs of recovery, with sales returning to growth in fiscal 2026, partly due to a 5 percent increase at both The North Face and Timberland.

Columbia Sportswear is adopting a similar approach, emphasizing stylish outerwear for women. CEO Tim Boyle highlighted the success of the Amaze Puff Jacket in attracting new customers and plans to expand the collection and invest further in women's outerwear. This strategy extends beyond product diversification, as female shoppers often purchase across multiple categories and influence broader household buying decisions.

Industry analysts suggest that brands successfully growing their women's business while maintaining momentum with male shoppers are best positioned for balanced growth, which can strengthen both revenue and investor confidence.