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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. By APICS

December 13, 2017

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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