VF Corp. has appointed a new leader of its struggling Vans brand.
The apparel and footwear giant, whose brands also include Timberland, The North Face and Dickies, named Michelle (“Sun”) Choe as global brand president, Vans, beginning in late July. Her appointment comes a week after VF reported its fourth-quarter results, which saw Vans revenue fall 26% compared to the year-ago period.
Choe joins Vans from Lululemon, where she spent seven years as chief product officer, overseeing women's, men's, accessories design, merchandising, innovation, product development, and planning and allocation. Choe resigned from Lululemon last week.
Prior to joining Lululemon in 2016, Choe was chief global product merchant at Marc Jacobs from 2015 to 2016. From 2013 to 2015, she was senior VP, merchandising at West Elm, and from 2011 to 2013, she was senior VP at Madewell. Before that, she held various positions at Urban Outfitters, Levi’s and Gap.
“Sun is a strong leader who is focused on consumer insight and has a proven track record of driving brand heat, and translating it into financial results,” said Bracken Darrell, president and CEO, VF. “I am confident that Sun is the right leader to take Vans to new heights. With Sun’s appointment, we are further transforming the VF leadership team to ignite growth across our brands and enhance value for our shareholders and other stakeholders.”
At Vans, Choe succeeds Kevin Bailey, who departed in October.