V.F. Corporation CEO Says Vans Turnaround Starts With Core Youth Audience -- Market Talk

Dow Jones02-08

1218 ET - V.F. Corporation charts a path for Vans to return to its foundation. The apparel and footwear company's CEO Bracken Darrell on an earnings call says Vans took off between 2015 and 2020 as it began gaining share with new groups including celebrities and took its eye off its core youth audience that had been its "life blood." V.F. withdrew marketing to its core youth and instead focused on everyone else, but says ultimately the trend burned out. "When a brand loses its way, the answer starts at its foundation," says Darrell. "We have a map back to growth for Vans. I'm not ready yet to commit to when the brand will return to growth, but it will." V.F. Corporation slides 13%. (denny.jacob@wsj.com; @pennedbyden)

(END) Dow Jones Newswires

February 07, 2024 12:18 ET (17:18 GMT)

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The apparel and footwear company's CEO Bracken Darrell on an earnings call says Vans took off between 2015 and 2020 as it began gaining share with new groups including celebrities and took its eye off its core youth audience that had been its \"life blood.\" V.F. withdrew marketing to its core youth and instead focused on everyone else, but says ultimately the trend burned out. \"When a brand loses its way, the answer starts at its foundation,\" says Darrell. \"We have a map back to growth for Vans. I'm not ready yet to commit to when the brand will return to growth, but it will.\" V.F. Corporation slides 13%. (denny.jacob@wsj.com; @pennedbyden) \n</p>\n<p>\n  (END) Dow Jones Newswires\n</p>\n<p>\n  February 07, 2024 12:18 ET (17:18 GMT)\n</p>\n<p>\n  Copyright (c) 2024 Dow Jones &amp; Company, Inc.\n</p>\n</font>","source":null,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>V.F. 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Corporation CEO Says Vans Turnaround Starts With Core Youth Audience -- Market Talk\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-02-08 01:18 GMT+8&nbsp;&nbsp;&nbsp;<a href=https://dowjonesnews.com/newdjn/logon.aspx?AL=N><strong>Dow Jones</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>1218 ET - V.F. Corporation charts a path for Vans to return to its foundation. The apparel and footwear company's CEO Bracken Darrell on an earnings call says Vans took off between 2015 and 2020 as it...</p>\n\n<a href=\"https://dowjonesnews.com/newdjn/logon.aspx?AL=N\">Source Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"BK6505","symbol_name":"周期性消费品与消费者服务","start_time":0,"source_url":"https://dowjonesnews.com/newdjn/logon.aspx?AL=N","article_id":"2409272779","we_media_id":"106","thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2409272779","pubTimestamp":1707326280,"sourceInfo":null,"weMediaInfo":{"media_name":"Dow Jones","introduction":"Dow Jones publishes the world’s most trusted business news and financial information in a variety of media.","home_visible":0,"id":"106","head_image":"https://static.tigerbbs.com/150f88aa4d182df19190059f4a365e99"},"summary":"1218 ET - V.F. Corporation charts a path for Vans to return to its foundation. The apparel and footwear company's CEO Bracken Darrell on an earnings call says Vans took off between 2015 and 2020 as it began gaining share with new groups including celebrities and took its eye off its core youth audience that had been its \"life blood.\" V.F. withdrew marketing to its core youth and instead focused on everyone else, but says ultimately the trend burned out. \"When a brand loses its way, the answer starts at its foundation,\" says Darrell. \"We have a map back to growth for Vans. I'm not ready yet to commit to when the brand will return to growth, but it will.\" V.F. Corporation slides 13%. 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