VF Corp. will call its independent, publicly traded jeans company Kontoor Brands Inc. Inspired by the idea of a perfect fit, the name is a variation of the word contour” that lets each brand maintain its own identity under one umbrella. The company announced the planned spinoff in August, as it aimed to focus on faster-growing trends such as athleisure and outdoor apparel. It still hasn’t revealed a full leadership team, stock symbol or strategic vision, which will come before the completion of the separation.
Choosing a broad if vague name that’s not immediately identifiable with a company’s products has been a recurring trend in the consumer space of late. Weight Watchers renamed itself WW, while Dunkin’ Donuts is becoming simply Dunkin’. Luxury fashion houses are taking a similar tack: Capri Holdings Ltd. -- formerly Michael Kors -- and Tapestry Inc. -- previously known as Coach -- have taken new names as they’ve added more brands.
