VF Corp. (Vans, Reef, North Face)

I’m sure you’ll all be stunned to learn that VF’s financial results for its December quarter were impacted by the pandemic.  We’ll take a brief look at the numbers, but I won’t review VF’s virus related adjustments.  They are broadly the same as what other companies did.

That’s how CEO Steve Rendle describes it in the quarter’s conference call.  We’ll quickly review the numbers, but in this maximum pandemic quarter, it’s not so much about the income statement as the strategy and management response.  We’ll let VF’s management explain to us what they did and how they were prepared.

VF continues to manage its brand portfolio consistent with its strategic imperatives.  Before moving onto the financials, we’ll take a look at their decision to divest their occupational work brands.  It’s consistent with other brand decisions they’ve made.

VF’s secret sauce isn’t secret.  It’s just hard to do.  Executing the strategy takes leadership, a quality team, organizational consensus, and a certain level of confidence and perhaps willingness to fail to take advantage of uncertain times. You’ve probably realized that every company needs those things.  So let’s take a deep dive into how VF

You know, this is getting boring.  So boring, though in a good way, that I think I’ve just used the same title for two quarterly reviews. For the quarter that ended December 31, VF revenues were up 8% to $3.9 billion compared to the same quarter the previous year.  They got to that amount from

It’s not my purpose to simply report earnings.  That’s why you don’t see an article every time an industry public company reports.  By waiting for the actual publicly filed document, I hope to glean a few pieces of information that might make you think-bring you up short even- and perhaps help you run your business

On September 12, VF’s management team made a lengthy presentation to the investment community outlining Van’s expected future growth. In the accompanying press release they stated, “Over the next five years, the Vans® brand expects diversified and balanced growth across all product categories, channels of distribution and geographies, driven by disciplined execution and investment to

It’s interesting to review this recently released 10-Q, as it discusses VF before the recent announcement that they will spin off the jeans business as a separate public company.  With hindsight, you can see how their strategy would lead to that decision.  I’ll also outline the company’s change in their business segments and, of course,

Yesterday, VF Corporation, owner of Vans, Reef, The North Face and a lot of other brands announced that it was spinning off its jean business (it owns Lee and Wranglers) into a separate public company with 100% of shares to be distributed to existing VF shareholders.  It also announced that VF would be moving its

I’ve been opinionating for some time now that careful control of distribution was a requirement of brand building in a world of products very similar to competitors.  I’ve further said that it might be a good idea to give up some sales and build the bottom line at some expense to the top line. I’m