Levi’s, The North Face and Columbia are turning to girls to gasoline their subsequent part of progress

Transfer over, guys.

Iconic attire manufacturers which have traditionally been extra standard with males are turning to girls to assist drive a brand new leg of progress.

The CEOs of Timberland proprietor VF Corp., Levi’s, and Columbia Sportswear have all lately highlighted girls as a key focus as they give the impression of being to spice up revenues and broaden their buyer bases.

The chance is sizable. Needham analyst Tom Nikic estimates the U.S. girls’s attire market is roughly 70% bigger than the lads’s attire market. In different phrases, girls spend considerably extra on clothes than males.

“In the event you’re skewing very closely in direction of males, then you definitely’re basically abandoning half the inhabitants,” Nikic instructed CNBC.

The efforts at VF Corp., Levi’s, and Columbia replicate a broader development throughout the attire business as manufacturers seek for progress in an more and more aggressive market, in line with analysts. Whereas these corporations have bought girls’s garments and sneakers for many years, executives are more and more treating feminine customers as a strategic precedence somewhat than merely one other buyer phase.

For buyers, the attraction is simple. Successful over extra feminine customers permits manufacturers to broaden their addressable market with out having to embark on a radical pivot.

“There was no good structural motive why a few of these manufacturers ought to skew as closely male as they did,” Nikic stated. “If they’ll efficiently develop with girls whereas sustaining energy with males, that is a major alternative.”

VF Corp. CEO Bracken Darrell, who took over three years in the past to reinvigorate the corporate after a interval of declining gross sales, described girls as a serious “unlock” for a number of of its manufacturers, together with Vans, The North Face, Timberland, and shoe maker Altra Working.

Darrell stated the chance stems from each girls’s rising buying energy and their affect on broader shopper traits.

“Ladies have influenced males’s decisions in a much bigger means than plenty of us who ran predominantly males’s manufacturers gave credit score for,” Darrell stated in an interview. “We all the time had alternatives throughout all our manufacturers that had been larger for us if we tried to get in with girls.”

VF is incorporating that focus into extra product improvement throughout its portfolio. Vans, a trademark of skateboard tradition, has launched extra girls’s attire, pearlized footwear and shoe jewellery. Recognized for its iconic yellow boot, Timberland has expanded its lineup with merchandise equivalent to its Stone Road platform boots and different girls’s-focused silhouettes, leaning into elevated designs because it seems to be to broaden its attraction amongst feminine customers.

At The North Face, the corporate has collaborated with Kim Kardashian’s Skims and different style manufacturers, whereas additionally increasing its choices for feminine out of doors fans. Its Superior Mountain Equipment line, one of many model’s premium efficiency collections, now features a full girls’s assortment.

The North Face is the corporate’s “single greatest alternative with girls,” Darrell stated. It is also the corporate’s largest model by income, accounting for roughly 42% of its $9.6 billion in fiscal 2026 gross sales.

“We imagine North Face can double from $4 billion to $8 billion over a while body,” he stated, estimating that ladies may account for greater than $2 billion of that potential progress.

The give attention to girls may additionally play a job in serving to Vans return to sustainable progress, in line with Jefferies analyst Blake Anderson. He stated youthful girls can act as “robust model advocates and trendsetters,” serving to drive consciousness by social media and on-line buying channels.

Vans model has struggled for years, predating Darrell’s arrival. However income traits are bettering. Gross sales on a constant-currency foundation fell 11% in VF’s fiscal yr resulted in March, in contrast with 15% and 27% in fiscal 2025 and 2024, respectively. For 2027, the corporate tasks a mid-single decline.

In fiscal 2026, VF broke a streak of three consecutive years of declining companywide gross sales, with The North Face and Timberland each rising 5% on a constant-currency foundation. It is guided for one more yr of progress in fiscal 2027.

Up to now in Darrell’s tenure, shares of VF are down roughly 7%, when together with dividends. That trails State Road’s standard retail ETF often called the XRT, which is up 38% in that timeframe. Over the previous yr, although, the inventory has trounced the XRT, returning virtually 36% versus roughly 10%.

Levi’s has emerged as one of many clearest examples of how increasing into girls’s attire can translate into progress.

Former Kohl’s CEO Michelle Gass grew to become Levi’s chief government in January 2024 after a yr as president. She was tasked with accelerating progress and advancing the corporate’s transition to a direct-to-consumer-first enterprise.

As a part of that technique, Gass made attracting feminine customers a key precedence by the corporate’s “Win With Her” initiative, which first launched in Europe and has since expanded extra broadly all through the enterprise. On CNBC’s “Mad Cash” earlier this yr, Gass instructed Jim Cramer that ladies’s attire now accounts for 38% of Levi’s enterprise, up from roughly a 3rd in 2022. She is focusing on a 50-50 income cut up between women and men.

“Ladies’s was up 11% for [2025], and we’ve got an extended solution to go between 38% and 50%, and that is incremental enterprise for us,” Gass stated.

On the corporate’s 2026 first-quarter earnings name, Gass stated girls’s attire grew 13% within the quarter, in contrast with 7% progress in males’s. In its 2025 annual report, Levi’s described the class as a “highly effective progress engine,” and famous that it carries increased gross margins whereas remaining underpenetrated.

The corporate has expanded past denim into clothes, skirts, tops and way of life attire. It is also elevated its advertising efforts, together with its high-profile partnership with Beyoncé in 2024.

Levi’s has additionally modified the way it merchandises its shops. Ladies’s attire is now featured prominently on the entrance of many U.S. places, supported by mannequins and way of life shows designed to showcase full outfits.

Nikic, the Needham analyst, stated Levi’s demonstrates how manufacturers can develop their girls’s companies with out sacrificing momentum amongst male customers.

“The ladies’s enterprise is performing even higher, however males’s product has continued to promote effectively,” he stated. “When you may get balanced progress throughout each women and men, it clearly does wonders in your P&L and in your inventory worth.”

Shares of Levi’s have returned 66%, together with dividends, since Gass grew to become CEO in January 2024. In that stretch, the inventory has considerably outperformed the XRT’s 28% return. It is also narrowly topped the S&P 500’s whole return of 58%.

Levi’s experiences its subsequent set of quarterly earnings on Wednesday.

Columbia Sportswear is pursuing an analogous technique.

At a latest investor convention, CEO Tim Boyle pointed to the success of Columbia’s Amaze Puff Jacket, a classy winter coat, for instance of how the corporate is broadening its attraction past garments and sneakers standard for climbing, fishing and extra.

“It is extremely modern,” stated Boyle, who’s been CEO since 1988. “It introduced plenty of new individuals into the model.”

The jacket generated important social media consideration and helped introduce Columbia to customers who could not have historically thought-about the corporate a style model, Boyle stated.

The corporate has continued to construct on that momentum. Throughout an look on CNBC’s “Mad Cash” in Could, Boyle highlighted girls’s outerwear as a serious space of focus, and stated Columbia plans to broaden the Amaze assortment into further seasons.

Columbia expects gross sales to develop between 1% to three% this yr, after falling 3% final yr on a constant-currency foundation. Over the previous yr, the inventory has returned about 1%, trailing the XRT’s 10% advance.

The inventory efficiency throughout the group has been blended, however their pursuits are aligned.

“Your common lady spends virtually twice as a lot on their closet yearly as the common man within the U.S.,” Nikic stated.

Darrell stated that is a possibility the corporate can now not afford to miss.

“You possibly can’t look away from the truth that greater than 50% of the inhabitants is girls, in order that’s all the time been an enormous alternative for these manufacturers,” he stated. “Buyers must be excited to know that we’re not ignoring them, we’re going after them.”