Vans taps former Lululemon executive - sportstextiles: Lea SportsTextiles

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Vans taps former Lululemon executive

31/05/2024
Vans taps former Lululemon executive
VF has announced the nomination of Michelle (“Sun”) Choe as global brand president of its skateboarding brand Vans. The former head of product design at Canadian brand Lululemon will take on her new function in late July. Her career includes stints at Marc Jacobs, West Elm, Madewell, Urban Outfitters, Levi’s and the Gap. “During her tenure, lululemon quadrupled revenues and strengthened profitability while expanding into new product lines and geographies,” states VF in the announcement.

“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. I am confident that
Sun is the right leader to take Vans to new heights,” said Bracken Darrell, VF’s president and CEO.

At Vans, Ms Choe says that she intends to “capitalise on the brand’s identity as a lifestyle defined by creativity and authenticity”.

Sales at the storied skateboarding brand have been slowing down (-24% last year), after years of fast-paced growth as its Old Skool shoes took over the world of fashion.

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