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Digital at VF: Connecting With Consumers

Tags: Corporate News Strategy & Innovation

Digital at VF: Connecting With Consumers

May 22, 2017

Digital innovation continues to shape the retail landscape and impact the way consumers interact with brands. VF’s Digital Lab — a team of experts focused on accelerating digital for the company — keeps its finger on the pulse of the ever-changing online landscape so that it can drive growth for VF’s brands.

Digital Team

Members of the Digital lab team.

“We have a tremendous opportunity for our brands to engage with consumers wherever they are,” said Greg Pulsifer, Vice President, Digital, VF. “Our Digital Lab has a unique vantage point in that our team can look across our brands to understand how to drive growth through digital channels. We then take an idea from concept to market, and roll it out across multiple VF brands.”

The nerve center of the Digital Lab is located in VF’s Alameda, Calif., campus. The Lab also has offices in Shanghai, China, and Stabio, Switzerland. The team — which includes e-commerce, digital marketing, mobile, development and data and analytics experts —stays apprised of the latest social media platforms and consumers’ use of those platforms.

“The Digital Lab is a resource for all of our brands,” said Jennifer Mullin, Senior Director of Digital Marketing at the Digital Lab. “By working together, we’ve built a proven strategy to connect with our consumers. And, by bringing together our brands, we’re able to provide actionable insights grounded in data and shared best practices.”

As one example, the Lab team in conjunction with Reef® last year posted a 15-second video to Facebook about its Fanning Bottle Opener sandal. The video garnered 500,000 views, more than 4,700 likes, 2,600 shares and 2,500 comments. Most importantly, it led to a significant lift in sales of that sandal.

The Lab is also focused on expanding the company’s omni-channel capabilities. Recently, the Lab, in conjunction with The North Face® brand team, launched a pilot program for ‘buy online, pick up in store.’ The teams saw immediate benefits, including an increase in conversion, footfall and traffic to the brand’s retail stores, as well as an increase in store inventory productivity.

Digital will account for three-fourths of VF’s total direct-to-consumer growth over the next five years. To date, digital is VF’s most profitable platform and will continue to be an important component of VF’s overall growth story. Learn more about VF’s digital strategy here.