He appealed to white racists by offering to bring back the good ole days, which was built on white male patriarchy.
White women never wanted equal rights for all women, they simply wanted more options to consider for
themselves.
Many don't want to be a Hillary Clinton or a working woman, they want their men to take care of them financially.
The under and uneducated among them is convinced that their unschooled, manual labor performing husbands can't afford to take them to Arby's or the Cracker Barrel every night because of "the Mexicans and the blacks" - not because their men don't have the skills in demand globally (programming, analysis, research, etc.), or that the titans of American industry (the guys Donald Trump could never compare to business-wise) sold them and their fabled "small town America" out decades ago. Dummies, they've done themselves in.