Levi’s, The North Face and Columbia are turning to women to fuel their next

Move over, guys.

Iconic apparel brands that have historically been more popular with men are turning to women to help drive a new leg of growth.

The CEOs of Timberland owner VF Corp., Levi’s, and Columbia Sportswear have all recently highlighted women as a key focus as they look to boost revenues and broaden their customer bases.

The opportunity is sizable. Needham analyst Tom Nikic estimates the U.S. women’s apparel market is roughly 70% larger than the men’s apparel market. In other words, women spend substantially more on clothing than men.

“If you’re skewing very heavily towards men, then you’re essentially leaving behind half the population,” Nikic told CNBC.

The efforts at VF Corp., Levi’s, and Columbia reflect a broader trend across the apparel industry as brands search for growth in an increasingly competitive market, according to analysts. While these companies have sold women’s clothes and shoes for decades, executives are increasingly treating female consumers as a strategic priority rather than simply another customer segment.

For investors, the appeal is straightforward. Winning over more female shoppers allows brands to expand their addressable market without having to embark on a radical pivot.

“There was no good structural reason why some of these brands should skew as heavily male as they did,” Nikic said. “If they can successfully grow with women while maintaining strength with men, that’s a significant opportunity.”

VF Corp. CEO Bracken Darrell, who took over three years ago to reinvigorate the company after a period of declining sales, described women as a major “unlock” for several of its brands, including Vans, The North Face, Timberland, and shoe maker Altra Running.

Darrell said the opportunity stems from both women’s growing purchasing power and their influence on broader consumer trends.

“Women have influenced men’s choices in a bigger way than a lot of us who ran predominantly men’s brands gave credit for,” Darrell said in an interview. “We always had opportunities across all our brands that were bigger for us if we tried to get in with women.”

VF is incorporating that focus into more product development across its portfolio. Vans, a hallmark of skateboard culture, has introduced more women’s apparel, pearlized footwear and shoe jewelry. Known for its iconic yellow boot, Timberland has expanded its lineup with products such as its Stone Street platform boots and other women’s-focused silhouettes, leaning into elevated designs as it looks to broaden its appeal among female shoppers.

At The North Face, the company has collaborated with Kim Kardashian’s Skims and other fashion brands, while also expanding its offerings for female outdoor enthusiasts. Its Advanced Mountain Kit line, one of the brand’s premium performance collections, now includes a full women’s assortment.

The…