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  1. 1. living the brand VF Corporation 2004 Annual Report
  2. 2. 01 vf is about people. Our people. And our consumers. In fact, one of the “The Lee brand reasons we’re so successful is because experienced a nearly threefold we’re a reflection of our consumers. sales increase in Like them, we’re dreamers, rebels, Canada in 2004.” adventurers, teachers and inventors. From our stockrooms to our boardroom, we live our brands. 2004 financial highlights Dollars in thousands, except per share amounts 2004 2003 2002 summary of operations Net sales $ 6,054,536 $ 5,207,459 $ 5,083,523 Operating income 777,788 644,889 621,924 Operating margin 12.8% 12.4% 12.2% “The Lee jeans Income from continuing operations $ 474,702 $ 397,933 $ 364,428 Net income (loss)* 474,702 397,933 (154,543) brand is in Return on capital (continuing operations) 15.8% 16.6% 16.9% Canada to stay!” financial position Working capital $ 1,006,354 $ 1,419,281 $ 1,199,696 Current ratio 1.7 to 1 2.8 to 1 2.4 to 1 Cash flow from operations $ 730,256 $ 543,704 $ 645,584 Debt to capital ratio 28.5% 33.7% 28.6% Common stockholders’ equity $ 2,513,241 $ 1,951,307 $ 1,657,848 barbara nardini-zitella Sales Account Executive, Wrangler & Lee Brands Canada per common share A Banner Year: 2004 was definitely the most energizing year in my 25-year career. Income from continuing operations – diluted $ 4.21 $ 3.61 $ 3.24 The success of Lee in Canada has been overwhelming and I’m very proud to have been Net income (loss) – diluted* 4.21 3.61 (1.38) part of it. brian williams VP, Wrangler & Lee Brands Canada & Puerto Rico Dividends 1.05 1.01 .97 Book value 22.56 18.04 15.28 2005 and Beyond: We have aggressive plans to fuel growth with exciting initiatives for the retail community and great products for consumers. * Net income (loss) and related per share amounts include operating results of discontinued operations and the cumulative effect of a change in accounting policy in 2002. See details in the accompanying consolidated financial statements.
  3. 3. 03 3 We bring our brands to life. Everyday. We infuse them with vitality and relevance. And more importantly, we make them grow. Through constant re-invention. Through improved business systems. Through strikingly innovative strategies. We realized long ago that we don’t fill orders so much as we fulfill dreams. We speak to the cowboy trapped inside all of us. The adventurer we secretly wish to be. We’re the hopelessly romantic and the adamantly free-spirited. We’re the sports fan and the outdoor fanatic… “Carpe diem… and noctum!” the businessman who rock climbs and the skateboarder who’s a natural gare th anderson Manager, Lee London Store Recently Achieved Goal: Our store exceeded salesman. We’re our brands. its targets for 2004 by 30%. Result: We have built a loyal customer base and shoppers tell us that the Lee store is their favorite store for denim. Reason for Success: We set ourselves apart And we live them to the fullest. from the competition by providing an exceptionally high level of service.
  4. 4. 05 5 vf corporation 2004 Annual Report “Staying focused on the ultimate consumer is the “By expanding our best way to apparel offering, grow a brand.” we’re able to broaden our distribution.” gilles laumonier VP, RD&D and Marketing, Eastpak, JanSport and Kipling Variety ken bustamante (L) Senior Graphic Designer, Vans Apparel Greatest Strength: Being able is the Spice of Life: In 2004 we diversified our Eastpak® brand assortment and doubled our to manage multiple classifications within several categories while taking direction from sales in shoulder bags. What a Month: In June we added Kipling to our division, which multiple sources and still being able to meet expectations. todd dalhausser Senior added around $40 million to sales in 2004. Next Move: In 2005 we’re launching a complete Director, Vans Apparel Show me the money: Our apparel team transformed a struggling division Eastpak® branded apparel collection. It should become a major growth engine for us. into a profitable business. How: Extremely talented people in design, merchandising and buying. By How Much: We increased our sales by 35% over 2003.
  5. 5. 07 7 vf corporation 2004 Annual Report “Our government business grew by over 20% in 2004.” “We’re seen as the graphics innovators in the college bookstore industry.” jeremy turner (L) Group Manager, Imagewear Global Accounts Uniform Salute: Last mike de young Creative Director, JanSport Custom Products Madness: Finding crazy new year we won the new uniform rollout for U.S. Customs & Border Protection when they ways to inspire my team to take risks. Method: Making sure individual contribution is always reorganized within Homeland Security. neal waters Senior Sales Executive, Imagewear recognized in the “success story.” Result: Our graphic designs helped to further establish Global Accounts Public Safety Sector Customer Recognition: Receiving the first ever Partnership JanSport as a recognized resource for alternative fashion. bonnie mueller VP, Collegiate Award from the Transportation Security Administration for creating uniforms for over Sales, JanSport Custom Products Greatest Strength: The commitment and willingness to do 50,000 airport screeners in just six months. whatever it takes to get the job done. Biggest Concern: If I don’t do my job well, I risk many other people’s jobs.
  6. 6. 09 9 vf corporation 2004 Annual Report “Our new women’s and kid’s lines, along with strong growth in France, Germany and Benelux, grew our brand sales by 15% in 2004.” In memory of Sandy K. Kurilchyk 1948 – 2005. massimiliano tosi Sales & Marketing Director, Napapijri Most Important Mission: julie kurutz (L) Sales Representative, Wrangler, VF Jeanswear Star Performer: My role is Maximizing sales through brand integrity. Standard Operating Procedure: Maintaining a to be the “face” of Wrangler® jeans to my accounts. Audience Reaction: Now they see us as clear vision and transmitting it to the whole team. VF’s Most Admirable Quality: Its great cutting edge and market right, and as the best replenishers out there. pamela o’donnell respect for people. Key to Success: Having the right people, with the right attitude, in the Merchandising Associate, Aura from the Women at Wrangler, VF Jeanswear Proud Moment: Our right places. Personal Fairy Tale: Napapijri has always been my dream company, and dreams very successful launch of the Aura from the Women at Wrangler™ line. Beautiful Aura: Women come true here. were leaving our western stores and finding other places to buy jeans. We’ve brought that customer back, along with women who have never shopped in a western store.
  7. 7. 11 vf corporation 2004 Annual Report “Our key to growth is seeing beyond short-term wins and investing in the future.” victoria kearns Manager, Marketing Communications, Wrangler Specialty Apparel, marcia wilcox VP/GM Men’s and Boy’s, Lee Jeans Expanding Jeans: Despite a very VF Jeanswear What Makes Her Day: Working with an enthusiastic team that thinks outside difficult retail environment, we’ve seen five continuous years of growth in our men’s denim of traditional comfort zones. What Her Work Has Wrought: Sales of Riggs Workwear™ by Wrangler® business. How: Lee® Dungarees led the way. Lesson Learned: A great product cures many ills! apparel grew 71% in 2004. jeff isom Merchandise Manager, Outdoor Brands, VF Jeanswear joe bugni Senior Product Manager, Men’s Denim, Lee Jeans Daily Challenge: Keeping Brand Aid: My job is to protect and strengthen the value of our brands. Knock, Knock: We everyone focused on the same strategy. Brightest Moment: Receiving a Lee Presidential expanded distribution from 1,100 doors to over 2,500. Award for Unstoppable Spirit. Unstoppable Praise: I admire our employees and the many years of service they have given to this company.
  8. 8. 13 vf corporation 2004 Annual Report “We’re building a distribution network that includes every country in Europe.” “Learn, plan, do.” paolo de marco VP, General Manager, Nautica Europe Immediate Goal: To create a chris fuentes (L) VP, Marketing, Nautica Aspect of Company Culture He Most Admires: motivated and efficient team to bring success in Europe for this great American brand. Its quiet strength and determination. Aspect of Himself He Most Admires: My passion for Lifelong Goal: Never stop learning. patricia canavan VP, International Licensing, Nautica winning as a team. christopher he yn President, Nautica International, Nautica Jeans Apparel Formula for Growth: Individual brand initiatives can be maximized when linked to Company, Nautica Children’s Company Chris At a Glance: High energy, passionate and VF’s corporate strategy. East Meets Quest: The brand distribution model we implemented in compassionate. Competitive Edge: Maintaining a self-sharpening environment, staying ahead China doubled our licensed business there in 2004. What’s Next: Launching in India. of the creative process and continuing to grow the brand. Method to His Madness: Identify the problem, create the solution and demand the resolution.
  9. 9. 15 vf corporation 2004 Annual Report “The difference between winning and losing is having the right team.’’ berna goldstein Director of Merchandising, Bestform & Curvation, VF Intimates art decesaro (L) VP, General Manager, Vassarette, VF Intimates Personal Compulsion: How Berna Sees Her Job: A merchandiser is really the hub of a wheel. How Berna Thinks: Staying Number One.Method: By thinking outside of the box in both product innovation “What if ” instead of business as usual. Upward Curve: Not only did we expand our and marketing. Outside the Box Idea: Our introduction and sponsorship of the first female assortment for the Curvation® brand, we were also able to raise our retail price points. NASCAR race driver in the truck series. miles bohannan Director of Marketing, ray nadeau VP, General Manager, Bestform & Curvation, VF Intimates A Typical Ray Day: Vassarette, VF Intimates Part of the Job: Staying at the top of my game despite competitive Focusing on the priorities that drive growth. A Ray of Understanding: My strength is knowing pressure. Top Two Qualities: Open-mindedness and tenacity. Keeping Growth on Track: our consumer and retailer needs, and finding “white space” opportunities. We initiated a focused direct mail piece aimed at Hispanic consumers.
  10. 10. 17 vf corporation 2004 Annual Report “Success at VF is the result of the combined efforts of inspired individuals.” anne jardine VP, Business Development, VF Intimates Reason for Being: To inspire our team gloria lee-cook (L) Director of Operations, Mass Market Female, VF Jeanswear to deliver on our goals over the next five years. Contribution to the Bottom Line: Helping to Turning Copper into Gold: We launched the Coppercollection™contemporary jeans line within grow our U.S. business in 2004. Skill She’s Most Proud of: The ability to see our potential and the Riders® brand. It has created a new platform for growth for 2005 and beyond. get others to see what I see. seena cox Merchandise Manager, Riders Female, VF Jeanswear Rate of Success: We grew sales at a double-digit rate in 2004. Secret of Success: We understand our consumer and spend a lot of time listening to her.
  11. 11. 19 vf corporation 2004 Annual Report “Our Major League Baseball business nearly doubled in 2004.” “Kipling brand sales grew by more than 20% within our existing accounts.” steve eaves Major League Baseball Brand Manager, Licensed Apparel, VF Imagewear georgia grant VP, Kipling U.S.Ongoing Challenge: Developing patience. Most Refreshing Relationship to Management: There’s a true open-door policy from senior management that’s Aspect of Company: VF has fantastic communication between its departments and companies. rare in the corporate world. Bragging Rights: We’re recognized for maintaining the highest Best New Policy: Established a “never out” core program. Key to Growth: The ability to plan standard of excellence in the industry, bar none. 12 to 18 months ahead, then execute the plan, while forging strong retail partnerships.
  12. 12. 21 vf corporation 2004 Annual Report “New technology and innovations will allow us to trade up at wholesale and expand into new categories.” “Integrity in everything you do builds successful partnerships.” shelli roach (L) Product Merchandise Manager, VF Intimates Intimate Relationship: liz cahill (L) Director of Advertising & Public Relations, Lee Jeans Now Hear This: Our consumer has told us the Vanity Fair® brand has strong equity with her, and has given I believe Lee® is the best brand and I work hard every day to let anyone and everyone know us permission to build the brand into new categories. Waiting to Exhale: The fall 2005 it! Watch This: Our marketing for Lee Misses reached its target with a powerful “your own delivery of our new Body Breathe™ collection will be an important extension for the Vanity Fair® style of sexy” message. mary kent Lee Misses Senior Product Manager, Lee Jeans brand. christine kitson Director of Product Merchandising, Vanity Fair & Lily of France, Personal High: Being part of the group of Lee women who created the Lee National Denim VF Intimates The Nonstop Challenge: Developing innovative, differentiated products. Day® event. This Year’s High: The Lee® Ultimate 5 ™ jean was one of our most successful launches A Leg Up: Sales of our Vanity Fair® pants business grew by more than 20% in 2004. ever. Highlights: We will be introducing ringspun denims and premium finishing techniques.
  13. 13. 23 vf corporation 2004 Annual Report “We beat our sales plan in 2004!” “My job is intimately linked to my passions — ultramarathons, skiing, climbing, windsurfing and cycling.” craig errington (L) Director of Advertising, PR & Special Events, Mass Market, christopher “topher” gaylord Managing Director, The North Face International VF Jeanswear Career Obsession: Always trying to come up with fresh ways to get consumers Record Executive: We’ve seen seven consecutive record seasons, 15 consecutive record quarters, to put down the jeans they’ve been wearing and pick up a pair of ours. This Year’s High: and 45 consecutive record months of sales growth. Plan of Action: To leverage the great Reuniting the Wrangler® brand with the Earnhardt family and showcasing Dale Jr. as the operational strengths of one of the largest apparel companies in the world and apply them face of “a new generation of Wrangler®.” tom waldron Senior Merchandise Manager, Mass to our entrepreneurial-based growth strategy. Life Plan: Growth is an approach to life that Market, VF Jeanswear What’s the Latest: The launch of Wrangler Jeans Co.™ What’s the Greatest: goes beyond work. It’s a curiosity to learn more and push yourself and your team beyond Working with our retail partners to drive growth through our portfolio of brands. your perceived boundaries and limits into the unknown.
  14. 14. 25 vf corporation 2004 Annual Report “We designed a line that gave our sales people an edge to break into previously untapped accounts.” “Avoid shortcuts.” sam rofail Director, Retail Floor Space Management & Flow Replenishment Systems, jake rivas (L) Design Director, The North Face Footwear RD&D On Juggling Four Balls: VF Services, Sales Chain Sam the Man: I identify ways to help our people grow their business To succeed, you’ve got to strike a balance between innovation, aesthetics, function and brand through the use of technology and business process improvements. The Point of Point-of-Sale: correctness. Big Shoes to Fill: Our fall 2004 bookings grew by 117%, and our spring 2005 We’re extending our data warehouse by adding consumer demographic information by retail bookings grew by 80%. johnny hawthorne Sales Director, The North Face Footwear location. This will enable us to not only understand what is selling at retail, but also who is Most Novel Part of the Job: Teaching non-footwear people the footwear business. Why We’re buying it. Internet Sam: We’ve implemented a system that allows us to automate the retrieval a Step Ahead: We’re providing technically superior products. Best Practices: Providing the sales of data from retailer websites, which we ultimately incorporate into our sales planning tools. team powerful tools, then getting out of their way.
  15. 15. 27 vf corporation 2004 Annual Report to our stockholders: Last year at this time, we talked “Be open to about our expectations for another change — it’s record year in 2004, and projected another word for innovation.” a 5% increase in both sales and earnings. I’m pleased to report that we had a banner year, substantially exceeding those projections. In 2004 sales jumped 16%, topping the $6 billion mark for the first time in VF’s history. Earnings increased 17% to a record $4.21 per share. Sales benefited from growth across most of our core businesses, plus the addition of three terrific new brands: Vans®, Napapijri ® and Kipling®. macke y j. mcdonald Chairman, President and Chief Executive Officer
  16. 16. 29 vf corporation 2004 Annual Report Despite this acquisition activity, we ended products and positioning make a powerful sales by business coalitions the year with our balance sheet in great shape statement about the aspirations, activities and and with very strong cash flow. Debt as a interests of consumers. We also recognize percentage of total capital was 28%, and cash that in order to grow, our brands must excite ● flow from operations reached $730 million. consumers through product innovation, We paid out 25% of our earnings in quality, functionality and value. In short, ● ● dividends and increased the dividends paid consumers get excited about a brand when to shareholders for the 32nd consecutive it makes them feel better about the lives they vf coalitions: ● Jeanswear ● Intimate ● Apparel ● Outdoor ● Sportswear ● Imagewear year. All of this resulted in a good year lead. And of course, as a global company, ● Other for our stockholders: VF’s share price rose we’re always looking to build great brands ● VF is one of the most diversified apparel companies in 28% in 2004 versus an increase of 9% for that have a truly global reach. the world. Our broad base of brands allows us to reach the S&P 500. The strategic foundation of our growth consumers in nearly every channel of distribution, including department, chain, mass market and specialty 2004 marked the first year of our plan consists of five key drivers. Our intense ● stores. We’re global in scope, with 23% of sales coming Company’s ambitious new growth plan, focus on these drivers resulted in a number from international markets. which was the result of many months of hard of significant accomplishments in 2004. work and analysis by scores of people both within and outside VF. Following several Build New Growing Lifestyle Brands Our front for our Outdoor team, with the addition from the acquisition of Nautica in mid-2003. years of restructuring, business divestitures goal is to generate 8% sales growth annually, of three companies that had total annualized The Nautica® brand is performing above and relatively flat sales performance, it was through growth in our core categories as sales of $489 million at the time of purchase. our expectations, and we’re extremely time to take a new and more aggressive well as through the addition of new lifestyle Based in Southern California, Vans® is an pleased with the results we’re seeing from approach toward stimulating top line growth. brands. In 2004 we saw a 9% sales gain in our authentic action sports shoe brand. Napapijri ® our work to reposition the brand and That approach is already paying off, and we Intimates coalition. Sales in our Imagewear is a premium European outdoor apparel improve our product offerings. expect to continue the momentum this year. coalition grew 6%, while Jeanswear coalition brand, and Kipling® is a fun and fashionable In the course of developing this plan, we sales were about even with prior year levels. brand of bags and accessories for women. Expand our Share with Winning Customers created and launched a new Vision These businesses provide us with a powerful Each acquisition fulfills all of our primary Our big customers are getting bigger, and Statement that heralds our commitment to foundation: not only do they comprise leading acquisition criteria: we need to partner with them in a different growth and serves as a rallying point for all brands and businesses in their categories, they way in order to continue to grow our share our associates and businesses. To wit: VF will are very stable and profitable, generating • A strong brand with room to grow of their business. In 2004 we added the talent grow by building leading lifestyle brands that tremendous cash flow that is essential to • Adds a new category or consumer and resources to spearhead the creation of excite consumers around the world. That says increasing shareholder value. As we look to • Strengthens our product or channel a new customer team organization that is a lot in just a few words, but first and fore- grow our category-driven brands, it will be in presence leveraging and coordinating our efforts most, it states our commitment to growth. the context of extending them into additional • Has global reach across VF’s brands and coalitions. We’re also Our industry is consolidating and so are product categories, new consumer segments • Enjoys distinctive brand positioning investing more to analyze our customers’ busi- our customers. We intend to be an active and new geographic areas. • Has the potential to reach our financial nesses to help us identify new opportunities participant in this process by adding brands The biggest area of growth for us in 2004 targets for mutual growth. and capabilities that will ensure that we was our Outdoor coalition, which achieved a • Is quickly accretive to earnings remain vital to our customers and our sales gain of 73%. The North Face® brand had Stretch our Brands & Customers to New consumers. The focus of our growth will be a stellar year, with sales up 38%. It was also Sportswear contributed $605 million to sales Geographies The focus internationally is, first lifestyle brands — brands that through their an exceptionally busy year on the acquisition in 2004, reflecting a full year’s contribution and foremost, to build our brands into truly
  17. 17. 31 vf corporation 2004 Annual Report global brands. We’ll also continue to add have recently added top talent in areas such brands that extend our reach into new as strategic planning, customer teams and lifestyle markets and categories. The Napapijri® acquisitions. We are also making certain we and Kipling® brands are excellent examples have the human resources in place to identify of this. Not only do they strengthen our and develop VF’s future leaders. position in Europe, they also offer significant We invested heavily in our growth plan in expansion potential in North America and 2004, spending $40 million against a variety Asia. The Nautica® brand is another good of brand marketing programs, customer team example. Using some of the talent and initiatives and supply chain projects. We’ll infrastructure supporting our jeanswear and continue to invest in these areas in 2005, using outdoor brands, we’re looking forward to some of the savings we expect to generate launching the Nautica® brand in Europe in from our “fuel the growth” programs. 2006. Two other accomplishments in 2004 This is a tremendously exciting time for were the establishment of a joint venture in VF. We clearly have momentum. And we Mexico for our Intimates coalition and the have great people who are passionate about launch of our jeans brands in Russia. Looking continuing that momentum. We’re looking forward, we are also looking toward big, for another record year in 2005, and we’re category underpenetrated and fast-growing markets, putting new energy behind many of our core such as Asia and India, to roll out additional brands to jumpstart their growth in the years brands and categories. to come. We’ll also be working to exploit the growth potential of our new businesses while Fuel the Growth Our goal is to leverage taking advantage of our great systems and VF’s supply chain to create the most processes to improve their profitability. We’ll efficient platform for growth, including continue to scan the market for additional the integration of acquisitions. We have brands that meet our strategic and financial identified opportunities in areas such as criteria — while prudently managing our commodity procurement, global sourcing, balance sheet. All in all, we are confident distribution, inventory management and that we can continue to generate excellent technology that we expect to yield $100 value for our stockholders. million in savings over the next five years. These savings will provide us with increased flexibility to invest more behind our brands and our future growth while maintaining lifestyle: The focus of our growth will be strong, healthy margins. lifestyle brands — brands that through their products mackey j. mcdonald and positioning make a powerful statement about the aspirations, activities and interests of consumers. Build New Growth Enablers The success Chairman, President and category: of our growth plan will be largely dependent Chief Executive Officer As we look to grow our category- driven brands, it will be in the context of extending on the resources we put behind it. Our most them into additional product categories, new consumer important resource is our people, and we segments and new geographic areas.
  18. 18. 33 vf corporation 2004 Annual Report Lee jeanswear With a portfolio that 2004 with the introduction of a new that is capturing a growing share Wrangler licensed line of home furnishings. of the young men’s jeans business. Wrangler Hero Riders includes the Wrangler®, Lee®, Riders®, The Wrangler Home ™ collection We leveraged this success in 2004 features case goods, upholstered furni- Rustler with the launch of the Buddy Lee Timber Creek ture and occasional pieces and will Registered ™ line. Each pair of jeans Rustler® and Earl Jean® brands, we have by Wrangler make its retail debut in early 2005. features a unique nine-digit identifi- Wrangler Rugged Wear Our Wrangler ® brand also has a cation number, which consumers the pulse of jeans consumers around Riggs Workwear unique position as the authentic icon can use to register their products by Wrangler of timeless American values, deeply on a special Buddy Lee Registered ™ Pro Gear the world. rooted in Western heritage. We have a website. In fall 2005 we’ll extend by Wrangler range of products specifically designed Lee® Dungarees to the boy’s category. Aura from the Women at for those who live — or dream about Our women’s business was a big Wrangler living — the Western lifestyle. In focal point for us in 2004 and will 20X 2004 we augmented our strong men’s continue to be in 2005. Lee’s One Earl Jean Western business with the successful True Fit ™and new Ultimate 5 ™ Chic Gitano launch of a new women’s line, Aura programs have given female Brittania from the Women at Wrangler ™. consumers a new reason to buy, by UFO* The Wrangler® brand has long been offering young women contemporary Hero by Wrangler known for its versatility and durability. styles with a flattering look and great H.I.S Our Riggs Workwear™ by Wrangler® fit. A range of new products for more Maverick In fact, we sell more pairs of jeans than any market share leaders in both the men’s and line was first launched in 2003 to traditional female consumers is in the Old Axe other company in the world. Fashion trends women’s branded jeans categories in mass meet the needs of hard-working men pipeline for 2005. come and go, but the jeans market continues market stores. with exceptionally comfortable, The rich history and authenticity to prove remarkably stable and resilient. The highlight of the year for our Wrangler® durable products offering practical details to of our Lee® brand has led to the launch of Growth comes to those brands that define brand was the successful launch of our get the job done right. The line had another Lee® Authentics, a premium line available their consumers’ lifestyles, offering the right Wrangler Jeans Co. initiative in partnership great year in 2004, with additional growth in select specialty retail stores. The line ™ combination of authenticity, innovation with NASCAR driver Dale Earnhardt, Jr. planned in 2005. combines fashionable European product and value. The new line, which is targeted to a younger, Our Riders® brand enjoyed double-digit styling and fabrics to attract sophisticated Our jeans business had a good year in 2004. more fashion-conscious male consumer, is the sales growth in 2004, buoyed by new fashion upscale consumers. We’ll continue to leverage Sales were about even with prior year levels, official jean of Earnhardt Jr. and his #8 racing styles under the Riders® Coppercollection™ line. this positioning in 2005 with the launch in but profitability improved nicely. We have our team. We’ll continue to build on the line in Featuring copper zippers and rivets, as well mid-tier department stores of the Lee® share of challenges — retail consolidation, 2005 with the launch of a new premium shirt as distinct copper accent threading, the line Heritage Collection, a new line featuring pricing pressure, the rise of specialty brands program. Our Wrangler Hero® brand also offers premium styling that appeals to women premium quality denim with trims and and private label programs — but our unre- benefited from the expansion of our Five Star who want junior looks with a flattering missy packaging inspired by the Lee® brand heritage. lenting focus on understanding our consumers premium denim program into additional fits fit. The brand also got a boost from its continues to keep us ahead of the pack. and styles. Here, too, we expect continued plus-size and casual pant programs. Earl Jean®: A Cut Above Our newest brand momentum from a new lead product called Our Lee® brand men’s business has experi- is Earl Jean®, which we obtained through our Room to Grow in the U.S. With our Wrangler®, Wrangler® Ultra Tough and growth in our enced healthy growth over the past several acquisition of Nautica, Inc. The brand is sold Riders® and Rustler® brands, we are the premium khakis program. We capped years, fueled by our Lee ® Dungarees program through upscale department and specialty
  19. 19. 35 vf corporation 2004 Annual Report stores, as well as through its own stores in Expanding Our Presence Around the World start, surpassing our expectations. Two Retail stores have been an important part New York City, Miami, Los Angeles and Our jeans brands continue to extend their additional stores are slated for 2005. of our strategy in Latin America. They have London. We are in the midst of a thorough reach around the world. We were pleased The launch of the X-Line, which features allowed us to build our brands while also analysis of the Earl Jean® brand to identify to see growth in many international markets distinctive styling details, has been a success providing us with an important channel of ways to capitalize on its unique heritage including Latin America, Canada, Mexico, with young, fashion-conscious male and distribution. They also account for as much and realize its full potential. We’re looking Turkey and Asia. female consumers and should continue to as 40% of our sales in some markets, such as forward to celebrating the brand’s tenth Our flagship brands, Wrangler® and Lee®, drive our Lee® brand results. Argentina. In 2004, we opened 7 new stores, anniversary in 2005 by delivering the best are clearly setting the bar for innovation We also have a new contemporary product bringing the total number of company-owned fits, fabrics and finishes in the premium in the denim market in Europe. Our first under the Wrangler® brand in Europe, called stores in the region to 42, with more planned jeans category. European Lee® brand store opened in Wrangler® W Rivet, that offers a contempo- for 2005. London in 2004 and is off to a strong rary interpretation of our classic jeans brand. Russia is a relatively new market for us, Our primary targets for this line are male and we’re off to a strong start with substantial consumers between the ages of 20 and 35. growth expected in 2005. We also have a firm We’re supporting the launch with a highly foothold in Asia with our Lee® and Wrangler® visible new marketing campaign. brands. In fact, Lee® jeans continue to be the channels of distribution The mass market channel in Europe number one premium brand in China. continues to grow rapidly, and we’re capturing brands united states international our fair share of this growth via our Hero by Wrangler®, Old Axe® and Maverick® brands. Department Mass Specialty Department Mass Specialty *Licensed Brands Store Market Store Store Market Store Our business is being driven principally by Lee our Hero by Wrangler® EasiFit™ line, which ● ● ● ● Wrangler ● ● ● ● combines the superior comfort and fit of a Wrangler Hero ● stretch jean with a contemporary denim look Riders ● and finish. Rustler ● Timber Creek Our established base in Europe is providing by Wrangler ● us with the infrastructure and capabilities to Wrangler support VF’s growing portfolio of international Rugged Wear ● brands and has been a big factor in the Riggs Workwear by Wrangler ● successful integration of our Vans, Napapijri Pro Gear and Kipling businesses there. by Wrangler ● The growth achieved in Latin America Aura from the Women at Wrangler in 2004, even in unstable economic conditions ● 20X ● in some markets, prove time and again the Earl Jean ● ● power of the Wrangler® and Lee® brands. Chic ● Gitano ● Brittania ● UFO* ● Hero by Wrangler ● H.I.S ● ● Maverick ● Old Axe ●
  20. 20. 37 vf corporation 2004 Annual Report intimate apparel Our great stores in 2004. Our Vanity Fair® brand Our private label business had a stellar capitalized on its reputation for great style year, as we partnered with one of our largest portfolio of brands led the way for a and fit with the launch of its Body Sleeks™ customers to support an important new collection in 2004. Contributing to the product launch. While somewhat more success of the launch was our national print volatile than our branded business, our strong year in 2004. Sales rose 9% campaign that showcased our new updated private label business remains an integral look and tagline, “Sense and Sensuality™ .” part of our strategy. and profitability improved as well. Our Lily of France® brand’s Value in Style® We have a presence in Europe, primarily collection, which offers great quality at an France and Spain, with brands such as everyday value price, continued to drive the Belcor®, Bolero®, Gemma®, Intima Cherry®, brand’s performance in 2004. The brand’s Lou® and Variance®, in addition to our fashion collection is geared to consumers Vassarette® and Bestform® brands. Our seeking a sexy, contemporary look, with the European team is focused on gaining market introduction of the Spellbound ™ and Dazzler® share, rolling out innovative new sales formats collections that complement our successful and transforming its supply chain to drive X-Bra® collection and sports bra lines. higher profitability. Launched in 2000, our licensed Tommy Looking forward, we’re expanding and Hilfiger® intimates business continues to be extending our biggest brands, building our a key player in the status intimate apparel business in Canada, Mexico and Western arena. We now offer a complete line including Europe and exploring new markets such A highlight in 2004 was our new joint the needs of real women with real pants, bras and camisoles. as Asia. Vanity Fair venture agreement in Mexico, which curves. The brand expanded into Lily of France provides a platform to introduce our sports and strapless bras in 2004, Vassarette brands there. and we plan to launch shapewear this Bestform channels of distribution Curvation spring. No doubt some of our success Tommy Hilfiger* Three Brands with Momentum in can be attributed to our relationship brands united states international Lou Mass Our Vassarette® brand, which with award winning musician, actress Bolero Department Mass Specialty Department Mass Specialty targets the “sexy and fun” consumer, and author, Queen Latifah, who has *Licensed Brands Store Market Store Store Market Store Gemma has been especially strong during the been our spokesperson for the brand Intima Cherry Vanity Fair ● past two years and we’ve used this since its inception. Belcor Lily of France ● strength to further expand into the Our Bestform® brand enjoys a Vassarette Variance ● ● Bestform panty and teen areas. We’ve increased leadership position in the sports bra ● ● Majestic Curvation ● our marketing spending to highlight category, and we built upon this Nike Swim* Tommy Hilfiger* ● the brand’s fresh, exciting imagery. success in 2004 with the launch of Lou ● And we’ve tapped into the popularity new high performance products. Bolero ● Gemma ● ● of NASCAR with our sponsorship of an Intima Cherry ● up-and-coming female driver. Style, Fit and Value: A Winning Combination Belcor ● A big success for us in 2003 was the launch Our constant focus on innovation paved the Variance ● of our Curvation® brand, designed to address way for success in department and chain Majestic ● Nike Swim* ●
  21. 21. 39 vf corporation 2004 Annual Report outdoor We have a vibrant and JanSport® and Eastpack®: Leading the Market The Vans® brand provides us with an entry in Packs Our JanSport® brand continues as into the action sports market, and provides a growing portfolio of international the number one daypack in the world. In new channel of distribution — action sport 2004 we launched the JanSport® Modus™ line, stores and teen lifestyle chains. Vans operates a comprehensive collection of luggage and 96 retail stores and has about one third of brands in our Outdoor coalition. With bags created for young adult business travelers. sales coming from overseas markets. We also extended our apparel offerings We bolstered our sportswear expertise in the addition of three outstanding new into young men’s and juniors outerwear. Europe with the acquisition of the Napapijri® The brand’s presence in Europe is gaining brand of premium outdoor lifestyle apparel. brands, 2004 was a busy year for us. recognition for its computer bags featuring We’re leveraging their great design talent to our ShockShield ™ protection system. enable additional growth for The North Face® Positioned to appeal to the young and hip, brand in Europe and to assist in the European our Eastpak® brand is the number one pack launch of our Nautica® brand. brand in Europe. We’re looking forward to The mission for our new Kipling® brand our first foray into apparel with the launch is to be the best women’s casual bag brand in of men’s and women’s apparel in 2005, and the world. Kipling® brand products include the opening of our first retail store in Milan. handbags, luggage, backpacks and accessories. Under license, other Kipling® brand categories The New Brands: Vans®, Napapijri® and include eyewear, footwear, home products, Kipling® With roots extending back to jewelry and watches. The company has Combined sales for The North Face®, We opened a new retail store in 1966, the Vans® brand is known as the 16 owned retail stores throughout Belgium, JanSport JanSport ® and Eastpak® brands grew Boston, bringing the total of owned original skateboard shoe. Since then, the Holland and the U.K., with distributors Eastpack 21% percent in 2004. Total sales retail stores in the U.S. to eight. company has continued to create footwear, operating over 70 more in Europe and Asia. The North Face jumped 73%, reflecting the acquisi- Trans by JanSport And we are partnering with key retail apparel and accessories for the skate, surf We have aggressive growth plans for our Vans tions of the Vans®, Napapijri ® and customers to add locations; in 2004 and snow markets that embody Southern Outdoor businesses, and acquisitions are Napapijri Kipling® brands. we added stores in Olympic Valley, California youth culture. likely to be an important component of Kipling California and Vail, Colorado. that growth. The North Face®: Premier, Authentic, We also opened partnership stores Technical and Innovative The North Face in Amsterdam, Helsinki and St. Petersburg, ® brand is the number one technical outdoor plus three in Asia, for a total of eight stores channels of distribution brand in the world. Offering the most internationally. advanced products on the market, The prospects for continued growth are brands united states international The North Face ® brand is the choice of bright and we’ll continue to leverage our Department Mass Specialty Department Mass Specialty the world's most accomplished climbers, material and design innovation to drive sales, Store Market Store Store Market Store mountaineers, skiers, snowboarders and particularly in outerwear, sportswear, footwear JanSport ● ● ● ● Eastpack ● ● ● explorers. The strength of the brand led and snowsports. The brand has room to The North Face ● ● ● ● to growth in all product categories in 2004, expand internationally, and we’re looking for Trans by JanSport ● led by footwear and snowsports. growth in markets such as Russia, Poland Vans ● ● ● ● and the Czech Republic. Napapijri ● ● Kipling ● ● ● ●
  22. 22. 41 vf corporation 2004 Annual Report imagewear A leader in both uniforms Customer First initiative, we’ve organized a leader in secondary protective apparel, our licensed business around each major continues to drive innovation for safer, more and licensed apparel, our Imagewear customer to drive the right solution for comfortable products. The service sector their distinctive fan and consumer base. remains a bright spot in the employment It’s working — with licensed apparel sales picture, and we’re participating via our Penn coalition performed solidly in 2004, growing at a double-digit rate for the past State Textile™ and Chef Designs® Essentials three years. with Style™ brands, both leaders in their fields. with higher sales and record profits. As the economy stabilized, so did our At the same time, we’re expanding our base uniform business. In fact, our flagship of large corporate and government accounts, Red Kap® brand had its strongest year since providing them with a one-stop shop for 2000. The industry continues to consolidate, all their global uniform and apparel needs. but our position has never been stronger. In fact, VF Imagewear is the largest supplier Horace Small ®, a leader in the public safety of non-military apparel to U.S. government arena, has teamed with The North Face® brand agencies, including U.S. Customs and to provide products such as The Force™ jacket. Border Protection and the Transportation Made with the latest in fabric and construc- Security Administration. tion technology, The Force™ jacket is designed Two new golf apparel brands for us are with a layered approach, making it suitable E. Magrath® and Byron Nelson®. Both are for every public service activity, including well-known within the golf industry and those taking place in extremely cold condi- will help to extend our reach in corporate The coalition has been re-energized world’s great lifestyle brands. tions. The two brands are furthering their image apparel. Lee Sport by its new “customer first” approach, Our licensed apparel business had partnership this year with their support of From the boardroom to the factory floor — Chase Authentics* which has led to a broad based reor- an extraordinary year, led by the “Cops on Top,” a mountaineering program and from the gridiron to the speedway — CSA ganization into six customer-focused Super Bowl, the Playoffs and the that honors officers who have lost their lives VF Imagewear has you covered. Red Kap Bulwark sectors: Industrial, Service, Protective, World Series. We’re proud of our in the line of duty. And our Bulwark® brand, Penn StateTextile Public Safety, Affinity and Retail. relationships with major sports, NFL Red* Each sector is supported by a team including the National Football NFL White* that is dedicated to growing the League, Major League Baseball and Horace Small business, an approach that has already NASCAR, which has enabled us to channels of distribution VF Imagewear started to pay off in the form of more grow significantly by giving sports Lee innovative products, superior service fans the products and quality they brands united states united states Wrangler Hero and — most importantly — a tighter want. These high profile events Chef Designs *Licensed Brands Image Retail Image Retail connection between our brands and require enormous service E. Magrath Lee Sport VF Imagewear ● ● Byron Nelson consumers. We also are excited about capabilities to turn out and deliver Chase Authentics* Lee ● ● NBA our January 2005 acquisition of a huge quantities of products featuring CSA Wrangler Hero ● ● Harley-Davidson* Red Kap Chef Designs ● ● licensee of the Harley-Davidson winning teams within hours of each NCAA Blue Disc* Bulwark E. Magrath ● ● Motor Company, Inc., which extends event. For example, for the World Penn State Textile Byron Nelson ● ● our leadership in that business. We’re Series, we delivered over two million NFL Red* NBA ● ● delighted to be partners with one of the units within 72 hours. In keeping with our NFL White* Harley-Davidson* ● ● Horace Small NCAA Blue Disc* ● ●
  23. 23. 43 vf corporation 2004 Annual Report sportswear 2004 was a year of hard Through our furnishings division, Nautica partnering with another VF brand, Napapijri®, also makes and distributes men’s and women’s to leverage their excellence in European work and tremendous accomplishment sleepwear and underwear. We continue product design. Women’s sportswear under to see opportunities to expand both our the Nautica® brand remains another untapped Nautica® Competition line, which features opportunity, and we expect to make for our Sportswear team. high performance fabrics in men’s products, substantial progress toward defining our and our women’s daywear line. strategy and direction in 2005. Jeans are an important component of the Nautica® brand, and we expect to lift sales John Varvatos®: Defining Style The John in 2005 through new fabrics and washes, Varvatos business, which we obtained through and the launch of our Denim Star premium our purchase of Nautica, consists of a collection at select locations. collection of luxury products that feature signature detailing and an uncompromising A Strong Brand Across Multiple Categories standard of old world craftsmanship. As befits its lifestyle appeal, the Nautica® Comprised of tailored clothing, sportswear, brand features a global licensed business leather accessories and footwear, the collec- in categories such as women’s swimwear, tion is sold through upscale department and bedding, neckwear, watches, fragrances, specialty stores, as well as through four John eyewear and tailored clothing. In 2005 we’re Varvatos® retail locations. The brand grew partnering with our JanSport division to rapidly in 2004, and we expect another Having purchased the Nautica® brand in early 2005. The essence of the launch a line of Nautica® brand luggage. strong year in 2005. Nautica in 2003, we made great strides in Nautica® brand — timeless, energetic, We also have a substantial licensed business Sportswear is a relatively new category John Varvatos stabilizing the men’s sportswear balanced — is now being reflected in overseas, particularly in China where we for VF, and we’re excited about the possibili- business and getting the brand back our entire product line and throughout expect to have 200 freestanding stores in ties that lie ahead for both our Nautica® on track for future growth. all of our consumer communications. 2005, up from 120 in 2004. A new store and John Varvatos® brands. Our experience When we acquired the Nautica® We’re beginning to see our efforts featuring both men’s and women’s sportswear to date with Nautica has shown that taking brand, we knew from our initial bear fruit. The product is performing will open in Antwerp in April. a great lifestyle brand and applying VF’s research that the brand resonated strongly much better at retail, reflecting an increase in Our pan-European push into sportswear excellence in branding, operations and with both male and female consumers. quality across the board, an emphasis on key is well into the planning stages as we prepare financial processes can prove to be a In early 2004 we undertook an extensive items such as outerwear, swimwear and active for our launch in 2006. Here, too, we’re powerful combination. study to better understand consumers’ knits, and a more narrowed, focused assort- attitudes toward the Nautica® brand as an ment on the retail floor. Our spring and important first step toward a broad reposi- summer bookings are on plan and we’re channels of distribution tioning of the brand and an overhaul of its already seeing a favorable reaction to the product lines. What has emerged from this new lines. To support our brand within retail research is a crisp new point of view for the stores, we’re investing in a new shop-in-shop brands united states Nautica ® brand. That point of view is captured concept that will roll out to 150 locations Department Specialty Store Store in our new advertising campaign and the this year. Navigate life ™ tagline, which was launched Nautica ● John Varvatos ● ●