Contraction

Contractions are words that are contracted (shortened).

For example, forms of are (you’re, we’re they’re, etc) all show the shortening of [(a)re] by an apostrophe (’). You are → you’re, we are → we’re, etc.

Contractions should not be used in academic English.

Just to be clear, women’s shoes shows a (correct) use of the possessive apostrophe. It is not a contraction. Therefore you may – indeed should – use it.