VF Corp has announced the appointment of a new leader for its Vans brand in an effort to revitalize the struggling footwear and apparel giant. Michelle Choe, also known as “Sun,” will take on the role of global brand president for Vans starting in late July.
Choe’s appointment comes on the heels of VF Corp’s fourth-quarter results, which showed a 26% drop in Vans revenue compared to the previous year. With a background in product development and merchandising, Choe joins Vans from Lululemon, where she served as chief product officer for seven years before stepping down last week.
Prior to her time at Lululemon, Choe honed her skills at top retailers such as Marc Jacobs, West Elm, and Madewell, as well as iconic brands like Urban Outfitters, Levi’s, and Gap. VF Corp’s president and CEO, Bracken Darrell, expressed confidence in Choe’s ability to drive brand growth and financial success, stating that she is the right leader to guide Vans to new heights.
Choe takes over from Kevin Bailey, who left Vans in October, and her appointment reflects VF Corp’s commitment to reshaping its leadership team to fuel growth across all its brands and deliver value to its shareholders and stakeholders. With Choe at the helm, Vans is poised for a fresh start and a renewed focus on innovation and consumer engagement.
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