Legacy apparel brands shift focus to women's market for growth amid larger spending power.

Legacy apparel brands like VF Corp., Levi's, and Columbia Sportswear are increasingly targeting women to drive growth, recognizing that the U.S. women's apparel market is about 70% larger than the men's. These brands, historically male-focused, are expanding women's product lines and marketing efforts to capture this significant opportunity. Executives highlight women's growing purchasing power and influence on trends, with initiatives such as Levi's "Win With Her" and Columbia's fashionable Amaze Puff Jacket leading the way. This strategic shift aims to broaden customer bases and boost revenues without sacrificing male market strength, with promising early results in sales and stock performance.