VF Corp CEO commits to long-term brand revival amid revenue challenges and market pressure

At the World Retail Congress in Berlin, VF Corp CEO Bracken Darrell outlined a long-term turnaround strategy focusing on deep brand revitalization rather than quick fixes. VF Corp, owner of Vans, The North Face, and Timberland, has faced declining revenues and brand momentum, especially with Vans losing cultural relevance. Darrell emphasized leveraging the company's multi-brand structure to create a stronger, more efficient organization, prioritizing authentic brand experiences to regain cultural relevance. The turnaround is ongoing, with cost-cutting and leadership changes underway, aiming for sustained growth and restored investor confidence.