Omni-Channel Supply Chain Management
The dual wholesale and retail sales model of global branded apparel company VF Corporation, magnifies the difficulty of successfully operating an omni-channel supply chain, but the company is meeting these challenges on multiple fronts with strategic initiatives ranging from inventory visibility to global talent management.
During its 115-year history, the strategic focus of VF Corporation has evolved significantly.
The firm originally was a manufacturer of branded apparel.
The firm then began to think of itself as an organization of brands supported by manufacturing.
Now the firm is evolving into a direct-to-consumer business, driven by the “Amazonification” of the consumer experience.
VF Corporation has recognized that consumer expectations and behavior in the apparel industry are rapidly changing, to a great extent because of consumers’ general awareness of the convenience of Amazon’s business model.
As a result, VF Corporation is modifying its current approach to become more connected to its consumers.
The supply chain network was originally designed as a wholesale business, with large distribution centers serving as consolidation points to serve retail customers.
Today, with owned retail stores and the growth of e-commerce, new logistics and distribution strategies are emerging.
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