VF Corporation SWOT Analysis

Published by MBA Skool Team, Last Updated: April 26, 2020

VF Corporation SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of VF Corporation, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

VF Corporation is one of the leading brands in the lifestyle and retail sector. The article below lists the VF Corporation SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of VF Corporation

For VF Corporation, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

VF Corporation Strengths

The strengths of VF Corporation looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the SWOT Analysis of VF Corporation :

1.The Brand has over 1000 stores all around the world and employees nearly 50,000 employees.

2. The brand is very innovative and is one of the companies in the world to have a innovation fund which holds different amount of funds just allocated for innovation.

3.The brands under the company are in leading position in different countries, which strengthens the brand equity of the company.

4.The company is very diverse, their products range from brands, which provide Jeanswear, sportswear, Image wear, outdoors wear, which provides the company a large customer base.

5.The brand is a strong cash flow generator and has a strong financial performance

VF Corporation Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the VF Corporation SWOT Analysis:

1. Less and brand awareness penetration in global markets

2. Global clothing companies competition means scope for market share growth limited

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VF Corporation Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in VF Corporation SWOT Analysis:

1. Increasing direct to consumer sales will increase the margins of the company, which will also reduce the wholesaler dependence.

2. E-commerce should be used for more growth

VF Corporation Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of VF Corporation are as mentioned:

1. Growing raw material costs

2. Fluctuating currencies and economic conditions

3. Stiff competition from domestic and international players

VF Corporation Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of VF Corporation:

1. Columbia Sportswear

2. Sears Holdings

3. GAP

Hence this concludes the VF Corporation SWOT analysis.

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About VF Corporation

VF Corporation Overview
Parent Company

VF Corporation


Apparel and accessories


Lifestyle and Retail

Tagline/ Slogan

We fit your life


A brand, which is highly innovative, trendy and fashionable at an affordable rate.

VF Corporation STP

Men and women who want one roof to shop a variety of clothes with a medium to high purchasing power.

Target Market

Urban and semi urban population


A brand, which gives the customers a plethora of options to choose from at an affordable price.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to VF Corporation. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2000 brands from over 20 industry sectors.

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