Our structure is our strength
Our portfolio of brands is managed under an organizational structure that supports our diversified business model. Brands with affinities in terms of consumer lifestyle and merchandise category are grouped together within one of our coalitions: Outdoor & Action Sports, Jeanswear, Sportswear, Contemporary Brands and Imagewear.
Each coalition includes brand-focused management teams that are charged with designing and implementing strategies for profitable growth. And we share and leverage best practices within VF in such areas as sourcing, manufacturing, inventory management, human resources and information systems to create an efficient and scalable operating model.
We further distinguish between our businesses by grouping our coalitions into two categories: lifestyle and heritage. Our lifestyle coalitions — Outdoor & Action Sports, Sportswear and Contemporary Brands — contain brands that offer an array of growth opportunities both in the U.S. and abroad. Our heritage coalitions — Jeanswear and Imagewear — are strong, stable businesses with leading market shares and healthy profit margins and cash flows. Over the coming years, we expect that our lifestyle coalitions will account for 60% of total revenues, up from 54% in 2010.
Our coalitions also provide us with a very balanced base of business across multiple channels of distribution, and across many different international markets.
At VF, our coalition structure remains an integral part of our strategy for success and a distinct competitive advantage.
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Outdoor & Action Sports
The success of our Outdoor & Action Sports brands is based on our ability to forge strong and authentic connections with specific consumer lifestyles like hiking, outdoor adventure, skateboarding, surfing and yoga. The success of our Outdoor & Action Sports brands is based on our ability to forge strong and authentic connections with specific consumer lifestyles like hiking, outdoor adventure, skateboarding, surfing and yoga. Product innovation is the key, bringing consumers the functional and fashionable solutions they want, when they want them. Outdoor & Action Sports are our fastest growing businesses, both domestically and internationally. Branded retail stores and a growing e-commerce business have been an important part of this growth story. We will continue to open additional stores for our Vans®, The North Face®, Kipling®, Napapijri®, lucy®, and Timberland® brands and engage with consumers on-line through our brands' e-commerce sites and social media. |
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Jeanswear
With a long heritage and approximately $2.5 billion in annual revenues, VF sells more pairs of jeans than any other company in the world. With a long heritage and approximately $2.5 billion in annual revenues, VF sells more pairs of jeans than any other company in the world. We continue to drive success in our core Lee® and Wrangler® brands by extending into additional categories, including shirts, shorts, accessories and other casual apparel products. We're also excited by the tremendous growth we are experiencing in China, India and Latin America. |
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Sportswear
With its strong nautical heritage and classic American design, Nautica® is an iconic brand. With its strong nautical heritage and classic American design, Nautica® is an iconic brand. In addition to men's and women's sportswear, the Nautica® brand is licensed across a variety of categories including fragrance, home accessories and eyewear. Our Sportswear coalition also includes the Kipling® brand's U.S. business, which is growing rapidly in department stores. |
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Contemporary Brands
VF's newest coalition, Contemporary Brands, was established in 2007 with the acquisition of the 7 For All Mankind® brand, and has grown with the acquisition of the Splendid® and Ella Moss® brands. VF's newest coalition, Contemporary Brands, was established in 2007 with the acquisition of the 7 For All Mankind® brand, and has grown with the acquisition of the Splendid® and Ella Moss® brands. In 2009 we moved the John Varvatos® brand into the coalition. Inspired by modern design and a cultivated lifestyle, these brands offer contemporary apparel, footwear and accessories to consumers who appreciate sophisticated products and high-quality fabrication. |
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Imagewear
Our Imagewear coalition is comprised of two successful lines of business: Image and Licensed Sports Apparel. Our Imagewear coalition is comprised of two successful lines of business: Image and Licensed Sports Apparel. |
Coalitions at a glance
3-Year Coalition Revenues and Profits (Dollars in Millions) 
