The news: Brands traditionally associated with male shoppers are investing in women’s apparel to expand their customer base.

Brooks Brothers, which has deep historical ties to men’s fashion, is using its “Make It Yours" promotion to show how its Oxford shirts, blazers, and other staples can be styled across genders and generations. The company is looking to woo affluent women, who currently account for about 30% of the retailer’s customer base, per Marketing Dive.

Wrangler, which built much of its business around men’s Western gear and workwear, is courting women with denim collections. In 2024, parent company Kontoor Brands launched Wrangler Bespoke, a jeans line designed around women’s body shapes. It said its Wrangler women’s segment had double-digit growth in 2025. Kontoor also has a multiyear collaboration with country singer Lainey Wilson for an apparel line.

Under Armour is changing its approach to women as it works to move beyond the hardcore performance image that traditionally connected most strongly with men. The company is rethinking its marketing affiliations to expand its women’s business, moving away from sports-rights deals to partnerships with cultural figures.

Zooming in: Brands whose heritage, assortments, and marketing have historically centered on men have an opportunity for growth. Expanding to women shoppers lets them increase addressable markets while drawing on their brand recognition and product expertise.

These strategies could also help legacy brands grow without abandoning what made them successful. Brooks Brothers can extend its authority in tailoring to women’s work and casual wardrobes. Wrangler can use its Western identity to sell more stylish denim to women.

Implications for retailers: Retailers with traditionally and mostly male customers may be able to win new sales by treating women as a distinct growth audience, not as an extension of their men’s business.

• Design products specifically for women. Fit, function, and styling matter more than simply resizing men’s designs.
• Show women that the brand is for them. Strong in-person and online merchandising and marketing can help overcome perceptions of a brand as “for men.”
• Protect the core identity. The strongest expansions appeal to women without alienating existing customers.

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