VF Corp is appointing Chris Goble, Chief Product Officer and General Manager, Gap North America as the new Head of its workwear brand Dickies 

This appointment represents the ninth leadership change made by Bracken Darrell, CEO since he joined VF Corp. in July 2023. Under his leadership, the company has seen a series of high-profile shifts, including the replacement of the chief design officer and the head of the Vans brand. Todd Dalhausser, the previous general manager of Dickies, has transitioned to lead the North Face Americas. 

In a recent report, Adrienne Yih, Analyst, Barclays,  emphasised, these leadership changes have brought bring significant improvements throughout the organisation over the past year.

Known for its overalls and pants, Dickies is refocusing on its workwear roots after struggling to establish itself as a fashion brand in the US. During the latest earnings call, Darrell acknowledged, the brand had ‘moved too fast’ in this direction, resulting in a loss of footing in its core work business. This contributed to a 15 per cent decline in Dickies revenue in the three months ending in late June, while Vans experienced a 21 per cent revenue contraction in the same period.