VF Corp to open three global innovation centers in the US

By

Dominique Muret

Published
Aug 28, 2013

VF Corp is investing in product innovation. The multinational sportswear giant is going to open three US-based research centers, known as “Global Innovation Centers,” with each one focusing on a particular sector of its business.

The center for technical apparel will be based in Alameda, California; the second center, dedicated to footwear, will be located in Greensboro, North Carolina, with the third, focused on jeans, in Stratham, New Hampshire. They are all expected to be operational between now and the first half of 2014, the group announced in a press release. VF Corp’s numerous brands include The North Face, Vans, Wrangler, Timberland and Lee.

The centers will be staffed with teams of scientists, engineers, technical designers and key talent who will combine proprietary insights with consumer needs and a deep understanding of technology and new materials. The expected outcome: “breakthrough products that drive brand equity and long-term growth.”

“These Global Innovation Centers will spark opportunities to fuel VF’s growth and shape the future of apparel and footwear. From the mass market to the mountaintop and from the U.S. to South America, Asia and Europe, we will develop and deliver innovative, ‘must-have’ products for consumers,” said Eric C. Wiseman, Chairman and Chief Executive Officer of VF Corp, in the press release.

“Consumers buy and pay more for new, differentiated, value-adding products,” Wiseman continued. In this context, innovation becomes a strategic weapon for the growth of the American giant. The group considers the creation of these research centers as “a ground-breaking move in the apparel industry.”

“This move is critical to advancing our journey as it gives us a competitive advantage in the apparel industry. We will fully leverage what we learn by sharing output from the Innovation Centers across our 30-plus brands,” concluded Eric C. Wiseman.