This story was first published by Digiday sibling Modern Retail.
Apparel and outdoors giant VF Corp is revealing more details of its growth playbooks for three of its core brands: The North Face, Vans and Timberland.
The company, which recently reported a 2% rise in revenue for its second fiscal quarter, knows it’s at a crossroads as 2026 gets underway. Two of its brands — The North Face and Timberland — have managed to hold onto gains. Meanwhile, Vans — once VF Corp’s top-performing brand — has struggled with muted demand. This last quarter, Vans reported a 9% drop in year-over-year revenue — progress over other quarters, but still not where the company would like to be. Meanwhile, VF Corp just sold Dickies for $600 million, a decision it hopes will help drive shareholder returns.
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