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VF Corp’s Mantra: Embrace Change and Build Purposeful Brands

Throughout its 120-year history, VF Corporation has grown by acquiring notable brands such as The North Face, Vans, and Timberland—making it a global apparel and footwear powerhouse.

But growth by acquisition isn't always smooth sailing; sometimes companies have to pivot. In 2018, VF pivoted by spinning off its Jeanswear organization into an independent company, named Kontoor Brands. And now, the company is preparing to move into its new headquarters in Denver.

Amid all of this change, VF had to maintain a company culture that kept employees focused on its mission, says VF CEO Steven Rendle during an interview with Jake Meth of Fortune. “We embrace change…we evolved throughout history to remain relevant and aware of where the consumer market is heading,” says Rendle.

When deciding on its mission statement, Rendle says the company talked to thousands of stakeholders from all regions and corporate functions. These conversations influenced the company's guiding principle: “VF Corp’s mission is to power the movement of sustainable and active lifestyles for the betterment of people and the planet,” he says. And the company delivers on this mission by segmenting its product platforms into purposeful themes.

Today, the company's brands are organized into three purpose-driven platforms: outdoor matters, active “free to be,” and a workwear category called “worthy work” that includes brands such as Dickies and Horace Small.

Building purposeful brands will develop a deeper alignment with consumers and employees, says Rendle. “Consumers are looking for brands that stand for more than something than just product, and employees are looking for companies where they can bring their own personal purpose to life,” he says.

Watch the video above for more from Fortune’s interview with Rendle.