I don't think games should be designed to be exclusionary towards a particular gender, but not every story or setting is going to universally appeal to everyone. I don't have any particular studies handy, but I feel like it's pretty intuitive to assume a game about designing a type of clothing that is traditionally associated with women is, in general, going to appeal more to women than men.

There will be exceptions to that, of course - I'm sure there are some men out there that play and enjoy Dressmaker, but designing a game about dressmaking with the intent of appealing to women isn't necessarily exclusionary, it's just knowing your audience. I'm not even sure how you'd design such a game in a way that is equally appealing to both women and men, honestly.