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Athleisure trend takes a toll on jeanswear sales at VF

In the 3rd quarter of 2015, VF Corporation’s total revenue was $3612.83 million, out of which Jeanswear was $747.87 million which is a 20.57 per cent share of the total revenue. The share of jeanswear has fallen marginally while Outdoor & Action Sports has taken a big jump of about 2 per cent in sales. Athleisure trend seems to have brought this change at VF. The increase of about $100 million in VF sales can be mainly attributed to the Outdoor and Action Sports segment.

Even total sales reported during the nine months suggest that only Outdoor & Action Sports segment managed a positive growth while all other segments experienced a fall in turnover. The increase of sales this year of about $260 million can be wholly attributed to the outdoor segment. For the first nine month of 2014, the sales figure was $8,703.30 million while for the same period in 2015, the sales increased by about 3 per cent amounting $8,963.99 million. The major part of this increase is contributed by outdoor and action sports and a small contribution by contemporary brands. Jeanswear is on a shrinking mode as it reduces marginally trying to keep the share of 2014.

Even the contribution of different segments to the profit margin indicates that it is driven by the outdoor segment, while all other segments reported reduced profits.

www.vfc.com

 
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