Claudia Klingelhöfer
Author:
Claudia Klingelhöfer (editor in chief)

Digitization: parent company of North Face, Vans, Timberland with CDO

VF Corporation: Velia Carboni new Chief Digital Officer

In the sports business, too, digitization is creating more and more jobs that expressly require digital expertise. Now VF Corporation has created the position of Chief Digital Officer. Velia Carboni will fill the position. VF Corporation includes brands such as North Face, Timberland and Vans.

Vans, one of the most important brands of VF Corporation
Vans, one of the most important brands of VF Corporation  

Velia Carboni comes from Fidelity Investment, where she most recently served as Senior Vice President, Mobile Channel for Personal Investing. "Velia will build our digital strategy to support our business growth," said Rendle.

Carboni will report directly to VF's Chairman, President and CEO, Steve Rendle. The global retail landscape is changing with enormous speed due to digital technologies, says Rendle about the new management position of Chief Digital Officer.

 

VF Corporation: Increased digital commitment

Together with Carboni, VF wants to invest more in digital platforms. VF hopes that this will lead to innovations, strategic partnerships and a advantage in the highly competitive clothing and footwear market. VF has more than 20 brands under its group umbrella "we will cooperate with each other to offer customers new, innovative shopping experiences," announced Carboni.

At the same time, VF wants to increasingly digitalize its entire business. This applies to all channels, processes and data, said Rendle, but also to the culture in the company.

The Californian company had annual sales of $11.8 billion US-Dollar in 2017. Compared to 2016, sales rose by 7 percent.

Claudia Klingelhöfer
Author:
Claudia Klingelhöfer (editor in chief)






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