VF Corporation appoints Sun Choe as Global Brand President, Vans

VF Corporation
Sun Choe. Photo - Business Wire

VF Corporation, a global leader in branded lifestyle apparel, footwear, and accessories, today announced that Michelle (“Sun”) Choe has been appointed Global Brand President, Vans, beginning in late July.

Sun is a highly accomplished apparel industry executive with nearly three decades of experience leading design and merchandising for renowned global brands, including lululemon, Marc Jacobs, West Elm, Madewell, Urban Outfitters, Levi’s and the Gap. She joins VF from lululemon, where she served as Chief Product Officer for the past seven years, overseeing women’s, men’s, accessories design, merchandising, innovation, product development, and planning and allocation. Sun is recognized for helping to transform lululemon into a product-led organization, and during her tenure, lululemon quadrupled revenues and strengthened profitability while expanding into new product lines and geographies.

“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, President and Chief Executive Officer, VF. “With Sun’s appointment, we are further transforming the VF leadership team to ignite growth across our brands and enhance value for our shareholders and other stakeholders.”

Vans is an incredible brand with a storied history and devoted customer base,” said Sun. “I am passionate about building high-performance cultures and teams and creating great designs and guest experiences that build long-lasting, meaningful connections with consumers around the world. At Vans, we will do just that – capitalizing on the brand’s identity as a lifestyle defined by creativity and authenticity. I can’t wait to get to work.”


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