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VF Corporation Brand Study

All is Vanity...All is Fair...

Amber Farkas


Contents Brand History Logo Study Brand Standards Manual Advertisements Press Realease Concepts Informational Visuals Point os Sale Display Concept


Brand History


What is VF Corp? Amber Farkas - Communication Design

Ours is a perpetually driven culture, focused on constant innovation. Using deep research and insights, we combine the art and science of apparel to create products that excite consumers and brands that inspire loyalty. We responsibly manage the industry's most efficient and complex supply chain, which spans multiple geographies, product categories and distribution channels.

VF is a global apparel and footwear company. VF designs and manufactures or sources from independent contractors a range of products for consumers, including jeanswear,

Our goal is to continuously exceed the expectations of our consumers, customers, shareholders and business partners. We help our retail partners win with consistently solid execution and outstanding service. And we continually find ways to improve our performance and generate bottom line results.

outerwear, footwear, packs, luggage, sportswear, occupational and performance apparel. Products are marketed globally primarily under owned brand names. VF’s products are grouped into coalitions, which include the following: Outdoor & Action Sports; Jeanswear; Imagewear; Sportswear; and Contemporary Brands. VF’s customers are specialty stores, department stores, national chains and mass merchants in the U.S. and in international markets.

sources: www.vfc.com, http://www.dividendchannel.com/symbol/vfc/

Our people are the source of our success. VF associates share a deep commitment to diversity - in people and ideas. We conduct business with the highest levels of honesty and integrity and we foster a positive working environment based on creativity, collaboration, and congeniality.

These are the things that make us great. These are the things that make us VF.


a

About us Amber Farkas - Communication Design

Stock symbol: VFC 58,000 Employees Owns over 25 Brands Employee Growth: 23.4% Sales: $9,459.2M One year growth: 22.8%

The company was established first as Reading Glove and Mitten Manufacturing Company in Pennsylvania in October 1899 by John Barbey and a group of investors. The company was started with $11,000 and a 320-square-foot (30 m2) factory that was leased for $60/month. It was

Net income: $888.1M Income growth: 55.4% Chairman, President,

incorporated in Pennsylvania on December 4 of that same year. The

and CEO: Eric C. Wiseman

manufacture of undergarments began in 1919, accompanied by a name

SVP and CFO: Robert K. Shearer

change to Vanity Fair Mills. Shares were sold to the public in 1951. The H.D. Lee Company (now Lee Jeans) was acquired by the company in 1969 and the corporate name was changed to VF Corporation to reflect the more

VP and CIO: Martin Schneider Competitors:

diverse product line. Blue Bell Inc., the owner of such brands as Wrangler

The Gap

and JanSport, was acquired in 1986, effectively doubling the size of VF and

Levi Strauss

making it the largest publicly-held apparel company.

sources: www.vfc.com, http://www.dividendchannel.com/symbol/vfc/

Sears Holdings


Our Brands Amber Farkas - Communication Design

JEANSWEAR LEE LEE EUROPE WRANGLER WESTERN WEAR GENUINE WRANGLER WRANGLER EUROPE RIGGS WORKWEAR BY WRANGLER AURA FROM THE WOMEN AT WRANGLER 20X RUSTLER RIDERS WRANGLER WRANGLER BLUE BELL WRANGLER PREMIUM PATCH ROCK 47 BY WRANGLER ROCK & REPUBLIC VF IMAGEWEAR IMAGEWEAR ACTIVEWEAR MAJESTIC OUTDOOR AND ACTION SPORTS THE NORTH FACE VANS JANSPORT KIPLING EUROPE REEF NAPAPIJRI EASTPAK EAGLE CREEK LUCY TIMBERLAND SMARTWOOL SPORTSWEAR NAUTICA KIPLING U.S. CONTEMPORARY 7 FOR ALL MANKIND ELLA MOSS SPLENDID


What are our Brands? Amber Farkas - Communication Design

Wrangler Jeans were first made by Blue Bell, who acquired the brand when they took over Casey Jones in the mid-1940s. Blue Bell employed Bernard Lichtenstein ('Rodeo Ben'), a Polish tailor from Łódź who worked closely with cowboys, to help design jeans suitable for rodeo use. This was the origin of Wrangler Jeans. The 13MWZ style, introduced in 1947 as lot number 11MWZ, is still available worldwide. In addition to this, Wrangler has since introduced several other lines that are more designated towards a specific group or demographic. Some examples of this are 20X, Riggs, and Aura.

The company was formed in 1889 by Henry David Lee as the Lee Mercantile Company at Salina, Kansas producing dungarees and jackets. The growth of Lee was prompted by the introduction of the Union-All work jumpsuit in 1913 and their first overall in 1920.[3] Later in the 1920s Lee introduced a zipper fly and continued to expand. Around this time, the first children's overall line was sold. In 1928 H.D. Lee, founder and president of The H.D. Lee Mercantile Company, died of complications following a heart attack.[5] During the 1930s and 1940s the company became the leading manufacturer of work clothes in the US. In 1944, the Lazy "S" became the official Lee back pocket. A flood wiped out Lee's Kansas City distribution center. It ruined the entire stock of merchandise, except the Buddy Lee dolls, which floated. In 1954, Lee expanded into casual wear. During the 1960s the company expanded to 81 countries and in 1969 was acquired by VF Corporation, becoming a brand.

JanSport is a brand of backpacks owned by VF Corporation. The company was founded in 1967 in Seattle, Washington by Murray Pletz, who named the company after his wife. Skip Yowell allegedly took over JanSport. In 1986, VF purchased JanSport's then parent, Blue Bell.

On March 16, 1966, at 704 E. Broadway, in Anaheim, California, brothers Paul Van Doren, James Van Doren, and three other partners opened up their first store. The Van Doren Rubber Company was unique in that it manufactured shoes and sold them directly to the public. On that first morning, twelve customers purchased Vans deck shoes, which are now known as "Authentic". The shoes that were made in the morning were ready for pick-up in the afternoon.

Nautica is a US based apparel brand of the VF Corporation featuring primarily men's sportswear. Nautica was founded in 1983 by clothing designer, David Chu, and a partner. It was purchased for cash and stock in 1984 by State-O-Main, a New York based apparel company. State-O-Main changed its name to Nautica in 1994. VF Corporation purchased Nautica in 2003. Nautica took its name from the Latin word "Nauticus" for ship. Since one of mankind's first accomplishments in exploring the world was to take to the seas, a spinnaker logo was designed as a symbol of adventure, action and classicism.


Logo Study


1 ) Company Logo, Stock Symbol and URL

.com VFC Amber Farkas, VF Corp


2 ) Company Logo, Anniversary

100th Anniversary

5o Years of Fitting Your Life

50th Anniver sar y

100th Anniversary Amber Farkas, VF Corp


3 ) Company Logo, Partnership

In Partnership with

In Partnership with

In Partnership with

Amber Farkas, VF Corp


4 ) Company Logo, Retro Logo Endorsement

Amber Farkas, VF Corp


5 ) Company Logo, Statement/Sale

IN CHINA

IN CHINA

IN CHINA

September 1 9 - 2 0 Shanghai

IN CHINA

September 1 9 - 2 0 Shanghai

September 1 9 - 2 0 Shanghai

Amber Farkas, VF Corp


6 ) Company Logo, Official Award

TOP COMPANIES FOR LEADERS

TOP COMPANIES FOR LEADERS

TOP COMPANIES FOR LEADERS

Amber Farkas, VF Corp


7 ) Company Logo, Social Media

Pin Your Style

Like us on Facebook

Tweet Your Style

Amber Farkas, VF Corp


Brand Standards Manual VF Corporation


Contents

The VF success formula: Blending the art and science of apparel Our strategy begins with a passion for our products and a deep understanding of our consumers. We call it the Art and Science of apparel.

Introduction Identity Guides 1 VF Corp Logo 2 Vf Corp Logo Clearspace 3 VF Corp Logo Minimum Size 4 VF Corp Logo With Tagline

Our rigorous methodology combines data-driven insights, expert execution and some of the most creative minds in the industry. The result is new products that strengthen the bond between consumers and our brands. Fast and flexible, we are able to leverage our highly diversified global supply chain as we continuously expand our reach around the world. Today, VF is a $9 billion apparel and footwear powerhouse, with an incredibly diverse, international portfolio of brands and products that reach consumers wherever they choose to shop. With our expertise in both the art and science of apparel, we have built a sustainable base for continued long-term success.

5 VF Corp Logo Color 6 Unacceptable Usage Visual Guides 7 Color Palettes 8 Textures 9 Typography 10 Image/Photography Styles 11 Applications

VF Corporation Brand Standards Manual

Ours is a perpetually driven culture, focused on constant innovation. Using deep research and insights, we combine the art and science of apparel to create products that excite consumers and brands that inspire loyalty. We responsibly manage the industry's most efficient and complex supply chain, which spans multiple geographies, product categories and distribution channels. Our goal is to continuously exceed the expectations of our consumers, customers, shareholders and business partners. We help our retail partners win with consistently solid execution and outstanding service. And we continually find ways to improve our performance and generate bottom line results. Our people are the source of our success. VF associates share a deep commitment to diversity - in people and ideas. We conduct business with the highest levels of honesty and integrity and we foster a positive working environment based on creativity, collaboration, and congeniality.

These are the things that make us great. These are the things that make us VF.


Introduction History

Brands

The company was established first as Reading Glove and Mitten Manufacturing Company in Pennsylvania in October 1899 by John Barbey and a group of investors. The company was started with $11,000 and a 320-square-foot (30 m2) factory that was leased for $60/month. It was incorporated in Pennsylvania on December 4 of that same year. The manufacture of undergarments began in 1919, accompanied by a name change to Vanity Fair Mills. Shares were sold to the public in 1951. The H.D. Lee Company (now Lee Jeans) was acquired by the company in 1969 and the corporate name was changed to VF Corporation to reflect the more diverse product line. Blue Bell Inc., the owner of such brands as Wrangler and JanSport, was acquired in 1986, effectively doubling the size of VF and making it the largest publicly-held apparel company.

Wrangler Lee Jeans Rustlers Red Kap The Force (Horace Small) Bulwark Protective Apparel Chef Designs Majestic Athletic Eastpak-Wallet Eastpak JanSport Kipling Napapijri The North Face Reef Vans Eagle Creek Smart Wool Timberland lucy Nautica [edit]Uniforms Horace Small 7 for all Mankind Ella Moss Splendid

The company announced the purchase of VF Corporation's underwear business by Fruit of the Loom for $350 million in cash on January 23, 2007. On February 28, 2007, VF Corporation acquired Majestic Athletic. On July 26, 2007, VF Corporation announced the purchase of Seven for all Mankind and Lucy Activewear for a combined $885 million. On June 13, 2011, VF Corporation announced its intention to purchase Timberland for $2.2 billion. The deal closed in September, 2011.

VF Corporation Brand Standards Manual


Logo Construction

The VF Circle (logo) is the visual cornerstone for all of VF Corporation. The circle is also the primary visual element of the corporate identity program.

Letters

The VF logo is composed of two components: The VF letters in custom VF font, and the circle. These two components are always placed in a fixed relationship and should never be altered in any way. To ensure brand identity, the VF Corp logo must always be used in the way described in this manual. Correct colors, size and space relationships should be used at all times.

Circle

VF Corporation Brand Standards Manual


Logo Clearspace

To ensure visability and brand identity, the VF Corp logo must be kept clear of other graphics, text, images, etc. All sides should be surrounded by correct amount of clearspace. The correct amount of clearspace is equivelant to half the height of the logo. Bleeds

There is no time in which it would be more visually appealing to bleed the VF Corp logo.

1/4 Size

Appropriate Clearspace

VF Corporation Brand Standards Manual


Logo Minimum Size

The VF Corp logo can be enlarged as needed,

4’’

the minimum size is 1’

2’’

1’’ VF Corporation Brand Standards Manual


Logo Usage With Tagline

When used with “We Fit Your Life” tagline, tagline should stay on one of two places. When positioned to the left of the VFC mark, “W” must align with the serifs of “f” When used under the mark, the tagline must not exceed 1/4 of height of logo. 1/8 of clearspace must be given between circle and tagline.

VF Corporation Brand Standards Manual


Logo Color Usage

General Use

The VF Corp logo has 3 color variations, and are to be used as such:

Pantone 2728 C PMS Reflex Blue Uncoated R: 01 G: 51 B: 53 Hex #003399

VF Corporation Brand Standards Manual

Use in Greyscale

Use on Pantone


Logo Unacceptable Usage

The VF Corp logo is never to be used in any way described.

Incorrect Blue

Patterns

Substatution of Font

Extruding/Beveling

VF Horizontal Distortion

VF Corporation Brand Standards Manual

Vertical Distortion

“Fun� Filters

Poor Quality


Visual Guides Color Pallettes

The VF Corp brand is to be used in relation with specific Pantone colors only.

Pantone Black C

Pantone 2728 C

Pantone 432 C

Textures

The VF Corp brand includes a set of approved textures.

Denim

VF Corporation Brand Standards Manual

Wood

Papers


Visual Guides Typography

The VF Corp brand is to be used in relation with specific fonts and typfaces only. All Century Gothic family is prefered, Arial family may be used for web purposes.

VF Corporation Brand Standards Manual

Century Gothic Century Gothic Italic Century Gothic Bold Century Gothic Bold Italic Arial Regular Arial Italic Arial Bold Arial Bold Italic Arial Black Arial Narrow Arial Narrow Italic Arial Narrow Bold Arial Narrow Bold Italic


Visual Guides Image/Photography Style

The VF Corp brand is to be used in relation with specific styles of photography and imagery.

VF Corporation Brand Standards Manual

All images in relation to brands


Visual Guides Applications

VF Corporation Brand Standards Manual


VF Corporation Brand Standards Manual


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Social Media Integration Advertisement

Pin Your Style Share in the fashion experience by Pinning your style from brands

VF Corporation asks you to “Pin Your Style� Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam lacinia porttitor nulla id faucibus. Cras at nunc eros. Quisque ornare, risus quis semper varius, nunc ipsum luctus sapien, ultricies faucibus nisl odio non odio. Mauris pretium nisi in justo fermentum ac cursus lacus luctus. Maecenas consectetur, dui et consectetur hendrerit, orci orci facilisis diam, sit amet pellentesque quam nisl ut libero. Quisque eu enim mi, a ullamcorper eros. Integer mi ipsum, ultrices et congue sit amet, lacinia ut magna. Mauris at odio lorem, eu scelerisque eros. Proin pharetra laoreet velit et vehicula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam odio leo, vehicula eu laoreet at, molestie vel tellus. Suspendisse hendrerit iaculis nunc quis ultricies. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed convallis fring quam quis arcu cursus quis fringilla ligula facilisis. In vel venenatis tortor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla placerat dignissim nisi non porta. Nam bibendum sollicitudin tellus et interdum.

Vestibulum venenatis risus at elit fringilla ornare. Duis sed urna vel purus tristique tristique. Mauris vel ipsum neque, ut elementum tortor. Phasellus eget risus tellus, a congue nibh. Nullam ut dolor et est vulputate consequat in nec nulla. Sed varius egestas diam id sagittis. Ut nec risus magna. Donec condimentum ornare lectus. Sed ultrices velit et ligula egestas rhoncus et id metus. Aliquam erat volutpat. In lacinia adipiscing ligula, at posuere ligula volutpat eget. Nullam odio leo, vehicula eu laoreet at, molestie vel tellus. Suspendisse hendrerit iaculis nunc quis ultricies. Pellenligula facilisis.

like Splendid(R) and 7 for all Mankind(R), owned by VF Corp


Product Facing Advertisement

all is vanity...all is

Vanity Fair | Silk Underwear vintage line

VFC brings back Vanity Fair Mills Silk Underwear line just in time for

VF Corporation Brings Classic Lingerie Line for Holidays

the holidays

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam lacinia porttitor nulla id faucibus. Cras at nunc eros. Quisque ornare, risus quis semper varius, nunc ipsum luctus sapien, ultricies faucibus nisl odio non odio. Mauris pretium nisi in justo fermentum ac cursus lacus luctus. Maecenas consectetur, dui et consectetur hendrerit, orci orci facilisis diam, sit amet pellentesque quam nisl ut libero. Quisque eu enim mi, a ullamcorper eros. Integer mi ipsum, ultrices et congue sit amet, lacinia ut magna. Mauris at odio lorem, eu scelerisque eros. Proin pharetra laoreet velit et vehicula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nullam odio leo, vehicula eu laoreet at, molestie vel tellus. Suspendisse hendrerit iaculis nunc quis ultricies. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed convallis quam quis arcu cursus quis fringfring illa ligula facilisis. In vel venenatis tortor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla placerat dignissim nisi non porta. Nam bibendum sollicitudin tellus et interdum.

vfc.com | splendid.com


Company Announcement Advertisement

IN CHINA

VF Corporation Fastest Growing Business Quisque elementum risus in augue accumsan in hendrerit elit tempor. Fusce sed neque quis dui feugiat pulvinar ut sed ante. Pellentesque vitae magna urna, nec gravida nisl. Cras turpis risus, suscipit nec ultricies sed, imperdiet interdum metus. Duis laoreet nisl a lorem tincidunt eget pharetra mi pretium. Quisque velit arcu, iaculis sed imperdiet vitae, fringilla et dolor. Cras porta, libero a fringilla mattis, erat

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Etiam lacinia porttitor nulla id faucibus. Cras at nunc eros. Quisque ornare, risus quis semper varius, nunc ipsum luctus sapien, ultricies faucibus nisl odio non odio. Mauris pretium nisi in justo fermentum ac cursus lacus luctus. Maecenas consectetur, dui et consectetur hendrerit, orci orci facilisis diam, sit amet pellentesque quam nisl ut libero. Quisque eu enim mi, a ullamcorper eros. Integer mi ipsum, ultrices et congue sit amet, lacinia ut magna. Mauris at odio lorem, eu scelerisque eros. Proin pharetra laoreet velit et vehicula. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.

VF Corporation's Fastest-Growing International Business to Reach $2 Billion in Revenues by 2017

September 1 9 & 2 0 Shanghai


Press Kit/Marketting Concepts


Marketing Kit Item- VF Corp, going to China

Amber Farkas

Concept/Inspiration The North Face and Reef are weather/climate specific brands.

From the top of Mount Fugi, brought to you by

Execution for Brand Small glass jars will be filled with fake snow (The North Face) and “reef� water (Reef). Brand logo and information will be placed on jar.

thenorthface.com

Image of Fugi on inside of jar, seen on outside.


Marketting Kit Item- Wrangler (owned by VF Corp)

Amber Farkas

back

Concept/Inspiration Wrangler Europe is currently running a “We are Animals” advertising campaign. Advertising depicts models in only Wrangler jeans doing “animalist” things.

Execution for Brand This would be a hand out on its own, or a give away with other marketing materials for Wranger. The idea is to take the “We Are Animals” concept and create what looks like a regular advertisment, but include a masked mirror. Mirror would reflect the readers face, giving an “animalsist” appearence. The item would also be wrapped in Wrangler’s demin with usable pocket.


Marketing Kit Item- VF Corp, going to China

Amber Farkas

Concept/Inspiration VF Corp will be selling products in Asia.

IN

Execution for Brand This would be a handout marketing tool for the VF Corportation.

C

HIN

A


Informational Graphics


VFC Visual Information and Statistics

Revenue by Contenent Europe 62%

VF Corporation is the world's largest apparel manufacturer, and holds the leading position in several market categories

Asia 17% Stock Price Fluctuation Americas, 21%

Revenue By Coalition

Sportswear 7%

Contemporary 6%

Imagewear 12%

Outdoor 42%

Jeanswear 33%


Point of Sale Display Concept


Point of Sale Display Concept “Find the Perfect Jean� kiosk is designed to help the shopper find the perfect pair of jeans based of off selections made via built in Ipad device. When the selections are made and your perfect jean is selected, the section is lit up for an easy shopping experience.

Select your style >

Select your gender >

Select your wash >

Done?


Amber Farkas

Profile for Amber Farkas

VF Corporation Brand Study  

A Brand Study created for educational purposes at The Art Institue of Pittsburgh.

VF Corporation Brand Study  

A Brand Study created for educational purposes at The Art Institue of Pittsburgh.

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