Normal clothing is great I think the problem is the devs hit the streets or browse a shopping catalog and their eyes are attracted to the 16 year old in the high skirts and low shirts they cancel out all other clothing types so to them they see that and go, " Every girl dresses like this and wants to dress like this right?" Then they can't get why people are upset.
The rule of thumb for them just to make it very easy for them would be dress her for her job (and if thats not clear enough) dress her like the men she's in company with so if they're full plate metal armor guess what? She gets full plate metal armor covering everything just like them (or if they expose their arms she can too). If you want to dress her in S&M wear guess what? You dress the men in S&M wear all of them on your team/side yes even your male hero if she's not the hero.
But this also extends to our enemies if your going to have the evil monster girl be sexy,naked, and hot guess what the male monsters get? Sexy naked and hot cuz we ladies would prefer that you know equal treatment (if we get naked male monsters right now the balk are fugly even the quest giving ones won't find a quest giving fem monster like that as it stands I can recount one) dress them for their jobs or ill dress the cast for their jobs its very simple.
If you have multiple species or cast systems and go ok our heroes all get full plate armor, we want a sexy mage girl now you need to stop here and go but we'll also have sexy half naked male mages so its not just the girls in sexy inverse armor/robes here because as the majority of games stand with inverse armor girls or wear less then the guys on my crew to prove I'm a girl its immersion breaking, unoriginal,annoying, ill-logical, impractical, and that's just to say the least about it.
Heck if its a fantasy game you could even compromise and say when the player goes into shops to buy more armors you have the option right here to buy sexy armors for the hero and his/her crew both for the men and the women but you start the game present each character, to the player, and recruit them in their regular practical ready to do their jobs and not die while doing it armor/clothing/ect if you get to buy armor and you're going to make several sets for each character or just the hero then do 4 sexy (that don't have disproportionate advantages then the normal stuff) and 4 awesome practical outfits (that are equal in stats to the sexy stuff so again not inflating the numbers) for both genders you intend to make the outfits for now players have the choice.
Marketing also needs to change if they really are going to give the ladies of your side,team, and fem hero get clothing that works, is fully protective, and will save her life (ie normal clothing) then they can't go showing her in marketing in the shower, or the one shot they did in game of her in her panties, or because we have optional sexy clothing thats what she's wearing for the promo trailer doing cool things because again you offend, alienate, show them how ridiculous that move just became in that attire, and turn off women who would've bought the game or now aren't motivated to research the better aspects and how awesome your game is and shelved it for something that took a respectful marketing approach because that cliche has worn out its welcome your money just went say bye! You won't however lose the girls who like to dress her characters in sexy wear by showing her the fem cast in normal clothing doing cool things because they'll see how awesome the game looks, how awesome a move that character just pulled and how badass she looked while doing it, and then she gets the added bonus of hey I can buy sexy wear for my group! You can market games to both sexes at the same time they did it back in the 80's men and women both played you can do so again by picking shots, dress, and information provided to the player that engages both men and women and involve fem gamers in both your marketing development and marketing feedback.