Women don't care as much about quality because they're more concerned about fashion. There's no point in buying something that will last 15 years if it'll be out of style next year. Thus, the more successful approach right now is that of very up to date fashions combined with mediocre quality and sold at an affordable price. This is what Zara is doing so well and why its founder is one of the richest men in the world. Other examples are H&M and Forever 21.