Performance Rose 45% Vans Steady In VF Group Sports Category Card

Outdoor sports departments including brands like Vans, Timberland, Wrangler and The North Face increased by 19% to $2 billion 14 million in the first quarter, accounting for nearly 70% of the group's total revenue.

Its sports category is driving the rapid growth of VF.

In May 7th, the first quarter fiscal year 2018 report released by Wei Fu group showed that sales rose by 21.8% to $3 billion 45 million compared with March 31st, while net profit increased by 20.9% to 253 million dollars.

The increase was attributed to sports brands, including outdoor sports departments including Vans, Timberland, Wrangler and The North Face, with sales rising by 19% to 2 billion 14 million US dollars over the same period, accounting for nearly 70% of the total group.

Among them, the movement tide brand Vans performance is most outstanding, sales volume increased by 45% compared to the same period.

In terms of regional market performance, Vans has achieved rapid growth of 24%, 36% and 44% in Asia, Europe and the Americas, and won competition by fashion culture.

In contrast, the performance of other outdoor sports brands was somewhat dull. Sales of The North Face increased by 11%, Timberland increased by 5%, and Wrangler increased by 3%.

In addition, sales of denim sectors, including Lees, fell by 1% to $639 million, including Red Kap, Bulwark and Majestic, which rose 175% to $370 million, while sales in other sectors fell 8%.

After the release of the earnings report, Steve Rendle, chief executive of Wei Fu Group, said that the Vans sales growth was extremely fast, and had a positive impact on the performance of outdoor sports brands such as The North, Face and Timberland.

In 2004, Vans was bought by the Wei Fu Group for $396 million.

Unlike the popular line of outdoor brands such as The North Face under the group, Vans then broke through "

"Initial positioning for young people

More popular elements should be included in the brand.

After the pformation movement, Vans not only avoided confrontation with Nike, Adidas and other giant brands, but also gained popularity in the consumer market in recent years.

Since 2015, Vans has become the "top card" to boost revenue growth of the parent company. Sales account for 17% of the total revenue of the group and become the most successful sub brand.

In 2017, Vans continued to be strong, sales grew 19% year on year, and the two core brands The North Face and Timberland contributed only 4% and 2% of sales growth.

Footwear industry analyst Sam Poser, when discussing the strong trend of Vans, pointed out: "the sales of sports shoes are very hot now, but not everyone likes Nike basketball shoes. Different consumers love different styles. Vans is a brand that can make consumers younger, cooler and more sexual."

Since last year, the group has entered the 5 year strategic reorganization plan, and Vans's continuous growth has given hope to sports products.

To this end, in 2018, the group began to expand the sports category formation.

At the beginning of this year, Wei Fu formally purchased the New Zealand sportswear brand Icebreaker, which has an annual sales volume of more than 150 million US dollars, which will bring considerable direct benefits.

In March, the group announced the purchase of Altra, a running shoe brand with an annual revenue of about $50 million, as part of its outdoor sports brand matrix.

For a series of brand restructuring, chief executive Steve Rendle said, "the growth of outdoor sports and functional business is very attractive. The addition of Altra brand provides a unique and differentiated technology footwear brand for the group, and will become a catalyst to promote continuous growth directly to consumer channels and international platforms."

Obviously, the success of the "head card" Vans has changed the thinking of this clothing giant.