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.