Today we visited VF Jeanswear headquarters and not only learned about VF Jeanswear but also VF as a whole. VF is a global apparel company that is made up of many different brands. There brands are known all over but I had no clue certain brands were owned by them.
What is VF Jeanswear’s mission?
Their mission statement is “we will create the leading jeans and lifestyle Apparel Company in North America by offering our consumers branded product solutions at compelling value”. VF’s mission statement is very true for what they offer and they work hard to accomplish their success.
Who is VF Jeanswear’s customer?
VF attracts a variety of customers. They have over 30 brands associated with their company that vary in categories from jeans to shoes to outerwear. VF Jeanswear on the other hand attracts a multiple people in the same group. Mostly men in the forty-age range, handy around the house, love sports and being active. They advertise to the all around American man. VF Jeanswear also has a separate advertising for the more western side of their customers. They split this category up into three sections; authentic western, new western, and retro western. Each section has separate advertising, endorsers, and ads. VF Jeanswear also thinks that is important to please the customers that they attract and not change to attract different customers. They believe that they need to listen to which group their customers say they attract rather than what customers they would like to attract.
What does their customer value?
The customer values the quality of the jeans at a reasonable price. VF Jeanswear thinks that it is important to stand by its value of their jeans they promote. These values are that the jeans are durable comfort, last long, rugged, and deliver the spirit.
What are VF Jeanswear’s results?
VF Jeanswear has been a very successful company and continues to see success. They sell 486 million units per year, which is about 15 units per second. VF Jeanswear is the largest jean producer. Mexico produce 22% of their product, china 21% and the rest is varied throughout. VF Jeanswear makes about a little over 2 billion dollars in revenue. Their revenue has been increasing over the years showing a positive increase for the future.
What is VF Jeanswear plan?
VF Jeanswear plans on increasing their revenue to $3 billion by 2015. They have a five-step process to achieve this goal and maintain success. The five steps include core business, direct-to-consumer, new wholesale accounts and channels, lifestyle brand extensions, and new consumers. By focusing on each one of these steps they hope it will increase their success and profit. VF also hopes to gain more brands and cover more categories of clothing. For example they are trying to produce more shirts and shoes. They believe by expanding distribution, and extend the brand will increase their revenue faster.
Overall I thought this visit was very interesting. I enjoy country music and am an equestrian so I am very familiar with the wrangler brand. I thought it was a great marketing tool to give us all a gift. It makes them a favorable company. I thought that the steps they are taking to gain more success will be very beneficial to the company.
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