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V.F. Corporation Message Board

  • vfnomore vfnomore Feb 26, 2008 8:25 PM Flag

    Why VF growth is limited

    All of the brand building, global marketing noise that everyone makes when plugging this stock is a figment of some overactive imaginations.

    VF was and is a good manufacturing company (of course a lot of that talent has retired). It has never been and still is not a brand building company. The turn around of The North Face utilized that back-end talent and straightened out a poor supply chain and got the business out of the way of itself. TNF continued to design and market their products largely without intervention of VF Corporate.

    Other "brand building" has never been successful. Nautica men's continues to struggle, Nautica women's will fail, efforts to bring successful European brands (Kipling and Napapijri) to the US have been unsuccessful. Even efforts to extend lines in the core segments have not worked. Rigg's, a logical extension of Jeanswear and Workwear, has gone nowhere.

    VF will continue to buy brands and milk them for as long as they can before taking them downstairs.

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