Strategy & Innovation

Powerful Platforms

At VF, it all starts with the consumer – understanding their needs and defining what we must do to win their loyalty. This means gaining a deep understanding of who they are, what they wear, what they think, what they value, how they shop and what they buy, so that we can design products and experiences they care about.

Strategy & Innovation Infographic

Disciplines

Four Front-End Disciplines
Better Choices, More Value

Our Strategy and Innovation platform comprises four front-end disciplines that shape the way we create value for our brands and consumers. We deploy these disciplines across all brands and geographies, developing innovative, compelling products and experiences that meet our consumers’ needs and help to shape the future of apparel and footwear.

Front-End Disciplines

insights
  • Strategy
  • Consumer Insights
  • Demand Creation
  • Innovation
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Strategy

All About Choices

At VF, business strategy, consumer insights and innovation are all about making fact-based, well-informed choices. But it's not just about choosing what to do; it's also about choosing what not to do. We take a disciplined approach to making choices that deliver long-term consumer loyalty and value to shareholders.

The strategic process begins with defining aspirations and goals, then moves on to identifying where to play and how to win, analyzing the capabilities we need to win, and finally measuring that success.

1

Aspiration & Goals

Defining Success

Financial Targets,
Other Achievements

2

Where to Play

Pools of Value

Consumer Targets,
Greographies, Channels,
Categories

3

How to Win

Ensuring Superior Returns

Brand Positioning,
Innovation VF Platforms

4

Capabilities

Identifying Necessary Skills

Consumer Understanding,
Marketing Savvy,
Direct-to-Consumer

5

Systems & Measures

Building Foundations of Success

Financial Metrics,
Brand Equity,
Organization

The Consumer is our Guide

Connecting with consumers fuels our innovation. We include them in everything we do and constantly seek insight into who they are, how they live and what unmet needs they have. Those insights play a meaningful part in defining our strategy and prioritizing our actions across the company.

VF Consumer Insights in the Past Four Years

1,000 Video Ethnographies

Consumers take pictures or shoot videos of their daily lives and the role our brands play in their lives. We analyze the footage and use these insights.

3,000 In-Person Interviews

We delve deeply into consumer motivations through one-on-one visits to homes, work places, recreation areas and stores.

125,000 People Surveyed In 15 Countries

Through global segmentation, we’re able to make well-informed decisions about how to adapt our products, communications and retail stores to meet the needs of a specific target consumer.

Lifestyle & Shopping Behavior

For us, seeing is believing. To understand how consumers shop our products, we spend time with them to learn how they shop.

Co-Creation

Using design thinking principles of empathy generation, rapid prototyping and collaboration, we develop products and experience that consumers want.

Demand Creation

It All Starts with a Promise

Successful brands forge strong, emotional connections with consumers; these connections are built on a compelling promise. Through our brand management discipline, we’re able to set a vision for each brand to define the value that it offers to consumers and articulate the promise it strives to keep

We also believe marketing spending should be held to the same standards as other investments. That’s why we measure the return on investment on our top brands in our top geographies. In aggregate, we know all of our brands now return more than $1 for every $1 spent, which has given us the confidence to invest hundreds of millions more in marketing since we started this work.

Brand Pyramid

We also believe marketing spending should be held to the same standards as other investments. That’s why we measure the return on investment on our top brands in our top geographies. In aggregate, we know all of our brands now return more than $1 for every $1 spent, which has given us the confidence to invest hundreds of millions more in marketing since we started this work.

ROI

Innovation

Creating Value

At VF, we define innovation as “something new that creates value.” Innovation allows us to deliver new products and experiences that consistently delight consumers, and it drives organic growth and higher gross margins.

We foster a culture of innovation within our company through collaborative networks and by building the talent and skills needed to inspire new ideas.

At the same time, we go beyond the walls of VF to work with outside experts and other companies to provide our leaders and teams with new perspectives that can help them solve problems and discover new opportunities.