How VF Corp.’s Leaner Brand Portfolio Helped It Profit From Changing Consumer Tastes

On Dec. 3, VF Corp. will be honored as the Company of the Year at the FN Achievement Awards. Below is an article from the magazine’s Dec. 2 print issue about how the 120-year-old powerhouse successfully balances profit and purpose.

VF Corp. has mastered a multipronged brand strategy built around self-expression, the outdoors and a greener future, and the proof is in the numbers: The company’s stock is up 28% this year.

VF spun off its jeans business in May, a move that allowed it to focus on its outdoor and active brands, such as Vans, The North Face, Timberland, as well as smaller labels Altra, Terra and Kodiak.

Click the picture to read the article

Dick’s Sporting Goods is Retailer of the Year; Amina Muaddi is Designer of the Year; Tommy Hilfiger is Collaborator of the Year; VF. Corp (parent company of Timberland, North Face and Vans) is Company of the Year; Puma and Rothy’s are Brands of the Year; and Jimmy Choo creative director Sandra Choi, fast-fashion designer Steve Madden and retailer Jeffrey Kalinsky are joining the illustrious FN Hall of Fame. Rising brands Paris Texas and Midnight 00 are winners for the Emerging Talent FNAAs, and Donna Karan and Kenneth Cole are being honored with the Icon Award for Social Impact.

Presenters at this year’s show included Billy Porter, Nicky and Paris Hilton and Lena Waithe.

Source: FN

2019-12-04T16:24:51-04:00 December 4th, 2019|