North Face 2014 Annual Report Download - page 14

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12
INNOVATION FOR WORK AND PLAY
VF’s Imagewear coalition, which includes our Image and Licensed Sports Group divisions,
produces business and occupational apparel, uniforms and licensed sports apparel.
On the Image side of the business, our industry-leading brands, Red Kap®, Bulwark®,
Horace Small® and Wrangler Workwear™, outfit millions of workers across industrial,
service and governmental organizations. Our focus on the end-user drives us to provide
exceptional service and innovative products. Our Red Kap® brand team spends hundreds
of hours in garages and repair shops with our consumers to understand every detail of
how they work, so we can design an automotive product line with smart and intuitive
features that help them work better. And at the Bulwark® brand, we matched VF’s
culture of innovation with the R&D capabilities of Milliken & Company to develop
the iQ Series™, an entirely new form of flame-resistant apparel.
Our Licensed Sports Group, featuring the Majestic® brand, is “Always Game” to let
consumers show their passion. As the on-field uniform provider of Major League Baseball®,
the Majestic® brand works closely with professional baseball players to develop
innovative apparel like the new Practice Pullover. The Licensed Sports Group stays
up-to-date with fashion, sports and art trends to create the most current fanwear for
baseball, the National Football League®, National Basketball Association®, National
Hockey League® and major colleges. Under the new Biker Built™ brand, we’re even the
largest licensee of Harley-Davidson® apparel.
Consumer insights play a critical role in how we connect with fans and deliver
appealing styles and artwork. We spend a lot of time with them, learning how they
watch sports on TV, understanding how they use social media during a game – even
joining Harley Davidson® motorcycle owners at the Sturgis® Motorcycle Rally™ to observe
the emotional connection to their bikes.
4%
increase in Imagewear
revenue in 2014
14.9%
operating margin