Reaching female consumers isn’t just about representation, but also resonance and real impact. The brands that truly succeed don’t just feature women in their marketing; they understand their needs, behaviors, and aspirations on a deeper level. They move beyond token inclusivity to create products, experiences, and campaigns that genuinely connect.
So what does that look like in action? Let’s dive into the brands that are leading the way—not just in advertising, but in how they actively engage and empower women.
Athleta: Investing in Women Beyond the Product
Athleta has successfully positioned itself as a champion of women’s empowerment and community, rather than just another athleisure brand. Through strategic partnerships, advocacy, and thoughtful product development, the brand ensures its values align with the real needs and aspirations of its customers.
What Athleta Does Differently:
- Spotlighting real women, not just athletes – Campaigns feature women from all walks of life, reinforcing a message of strength, confidence, and inclusivity.
- Commitment to women’s wellness – Athleta champions women’s wellness through initiatives like the Power of She Fund, which provides grants to support women and girls in fitness, childcare, and mental well-being, particularly for BIPOC communities. The brand has also partnered with notable figures like Alicia Keys, Allyson Felix, and Simone Biles to drive inclusivity in wellness and sports, while collaborating with the Women’s Sports Foundation to advocate for gender equality in athletics.
- Maternity and post-maternity activewear – Athleta recognized a gap in the market and created activewear designed specifically for new moms, addressing a real need rather than following a trend.
Key takeaway: Connecting with women goes beyond performance. Brands that actively support their diverse lifestyles are more likely to build stronger relationships, drive deeper engagement, and increase customer lifetime value.
SKIMS: Turning Underserved Needs into a Billion-Dollar Business
Kim Kardashian’s shapewear brand SKIMS has revolutionized the industry by addressing a long-overlooked gap: women’s undergarments that prioritize both comfort and inclusivity.
Why SKIMS Works:
- Size & shade inclusivity – Unlike many traditional shapewear brands, SKIMS offers an extensive range of sizes and skin tones, helping to ensure that a wider range of women feel represented.
- Celebrity-backed but product-first – While Kim Kardashian’s existing influence definitely helped to launch the brand, SKIMS retains customer loyalty through product quality and women-focused marketing.
- Beyond shapewear – SKIMS has expanded into loungewear, activewear, and maternity pieces, showing that the brand truly understands women’s evolving needs.
Key takeaway: When a brand solves a real problem and expands its reach to a broader audience, it builds lasting loyalty. SKIMS didn’t just enter the market, but has actively helped in reshaping it.
Knix: Redefining Comfort and Confidence
Knix, a direct-to-consumer intimate apparel brand known for its leakproof menstruation undergarments, has disrupted the industry by prioritizing real women’s needs and experiences over traditional lingerie marketing. Unlike legacy brands that emphasize an idealized version of beauty, Knix focuses on comfort, functionality, and authenticity.
What Makes Knix Stand Out:
- Customer-driven product development – Knix actively incorporates customer feedback into its designs, ensuring products truly serve women’s needs.
- Body-positive marketing – Campaigns showcase women of all sizes, ages, and backgrounds, making inclusivity a core part of the brand.
- Disrupting the market – The brand’s leakproof underwear and wireless bras have challenged industry norms and broken stigma around menstruation, prioritizing function over fashion alone.
Key takeaway: Brands that truly listen to their customers and design with real needs in mind build trust and stand out in even the most competitive markets.
Barbie: Turning Reinvention into a Cultural Phenomenon
For decades, Barbie was criticized for reinforcing unattainable beauty standards. Instead of ignoring the conversation, Mattel recently embraced change by expanding the Barbie line to be more inclusive, diversifying career options, and introducing dolls with a wider range of skin tones, body types, and abilities. Representation and empowerment are now core priorities, prominently featured on their main webpage.
What Mattel Did Right:
- Listened and evolved – Instead of doubling down on past perceptions, the brand adapted to reflect modern values.
- Leveraged nostalgia while modernizing – The Barbie (2023) movie balanced self-awareness with celebration, making the Barbie concept relevant to new and longtime fans.
- Expanded its impact – By promoting careers in STEM and leadership, Barbie positioned itself as a brand that inspires.
Key takeaway: Reinvention works when it’s genuine, thoughtful, and rooted in what people want from the brand today.
Nike: “Dream Crazier” and the Power of Female Athletes
Nike has long been known for empowering athletes, but its Dream Crazier campaign took a bold step in challenging how female athletes are perceived. The ad, narrated by tennis champion Serena Williams, addressed how women are often dismissed as “crazy” for showing emotion, pushing boundaries, or excelling in sports.
Why Nike Succeeded:
- Emotional Resonance: The campaign struck a nerve by addressing the double standards female athletes face.
- Amplifying Female Voices: Featuring Serena Williams, one of the greatest athletes of all time, gave the message credibility.
- Cultural Relevance: Nike tapped into a broader conversation about gender bias in sports, making the ad feel timely and impactful.
Key Takeaway: Great campaigns don’t just market a product, but tap into real emotions and cultural conversations.
What Can Other Brands Learn?
The success of these brands is not about checking a diversity box or following a trend. It comes from a deeper understanding of consumer expectations and a commitment to evolving marketing strategies that truly meet their needs. Whether it is designing products that better serve consumers or rethinking an experience to remove barriers, meaningful impact comes from genuine awareness and intentional action.
At Spark Growth, we help brands connect with the right audiences in ways that drive real engagement and long-term loyalty. If you are looking to build smarter and more impactful marketing strategies, let’s talk!