Reading back on the article, I stand corrected.
But, retailers carry what the majority of their customers want to buy. What sells. And if they keep on buying it, nothing will change. Why should it if it's working and generating a huge portion of sales in a $489 billion a year industry? 1/3 of REI's current board of directors are women. Sally Jewell was their CEO for over a decade, going on to become Secretary of the Interior. Jill Layfield was CEO of Backcountry for years. All are very involved and brilliant marketers that understand their consumer base, and were very much instrumental in developing the current state of what's available to women. When they spoke, manufacturers listened.
I've also seen a huge selection of gear and clothing that's plenty technical and designed specifically for women, for no other reason than fits that are specific to their body types. Give them all men's clothing in dull colors and black, designed to fit men, and watch the revolt. And if you're a woman that's holding the map, and you know how to read it, I'll defer to you.