Levi's, The North Face and Columbia are turning to women to fuel their next phase of growth

Legacy apparel brands including VF Corp., Levi's and Columbia are investing more heavily in women's products and marketing. Analysts say the women's apparel market is significantly larger than the men's, creating a major growth opportunity for brands that have historically catered primarily to male shoppers. 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 ha...