VF Corp Investor Day 2019: A Purpose-Led, Performance-Driven Strategy for Growth
On September 25, 2019, VF Corporation hosted its investor day at its new corporate headquarters in Boulder, Colorado.
- VF articulated a purpose-led, performance-driven strategy for growth, and introduced revenue and earnings per share (EPS) 2024 targets.
- The company outlined a five-year plan to grow revenues to $15.4-15.6 billion by FY24, at a 7%–8% CAGR.
- VF’s four power brands, direct-to-consumer (DTC) and international will set the growth pace.
- EPS is projected to grow at a 12-14% CAGR through FY24, benefitting from modest margin expansion and share repurchases in addition to the projected revenue gains.
Consumers want brands with values, and that stand for something. Sustainability, a circular economy, inclusivity and self-expression are the über-trends as we head into the next decade. VF Corp says it is prepared. At its investor day, hosted on September 25 at its new HQ in Boulder, Colorado, VF’s leadership team articulated fiscal 2024 goals that are steeped in purpose as a foundation to profitable growth.
The day featured many management presentations, including from: Steve Rendle, President and CEO at VF Corp; Arne Arens, Global Brand President at The North Face; Doug Palladini, Global Brand President at Vans; Jim Pisani, Global Brand President at Timberland; Jennifer McLaren, Brand President at Smartwool; Greg Smith, Global Brand President at Icebreaker; and Andrea Cannelloni, Brand President at Napapijri.
A Purpose-Led and Performance-Driven VF Corp
Sustainability and values are clearly at the center of the new VF Corp. CEO Steve Rendle opened VF’s investor day with a commitment to value creation via a purpose-led, performance-driven strategy. Simply put, doing good for people and the planet, aligning VF’s business objectives with its purpose, with a mandate for profitable, accelerated business growth. The commitments spans, consumers, workers and supply chain. From renewed product at The North Face, to VF’s goal to impact one million lives in its supply chain by 2025 (through its programs in water/sanitation, health/nutrition and childcare/education), VF says values are at the heart of its strategy, and these are likely to resonate with its target outdoor, active and younger consumers.
VF expects to deliver a 7-8% revenue CAGR and a 12-14% EPS CAGR through FY24 and return $10 billion to shareholders. With an addressable market of $500 billion across multiple categories of activewear, athleisure, outdoor, outerwear and packs, the FY24 goal of $15.4- $15.6 billion in revenues appears reasonable.
Vans: Management is projecting a 12-13% revenue CAGR over the next five years, as the brand transitions from a leader in action sports to a global icon of creative expression, with product customization a long-time differentiator for the brand. Apparel, DTC and a focus on the Asia-Pacific (APAC) opportunity support the revenue growth target, which is down from the 26% growth rate Vans achieved since its last year’s investor day.
The North Face: From mountain sports to mountain lifestyle to urban exploration, VF says The North Face is the world’s leading premium exploration brand. A focus on lifestyle collections, women and footwear, and everyday relevancy will support an expected 8-9% revenue CAGR goal through FY24, driven by 14-15% growth in the Urban segment and a 19-20% CAGR in digital DTC.
Timberland: A turnaround is in the making as the brand evolves from its yellow boot focus and diversifies into categories including women’s shoes and men’s apparel. A 3-4% revenue CAGR target through FY24 was set, driven by a 7-8% CAGR in the APAC region.
Emerging Brands: Smartwool, Icebreaker and Napapijri. These smaller brands underscore VF’s commitment to sustainability and address growing consumer demand for natural and organic products. Combined, they total about 5% of VF’s revenues. The company is targeting $1 billion in combined revenues by FY24.