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How a 100-year-old apparel firm changed course
money.cnn.com — When VF hit the doldrums in the late 1990s, its ex-Army-pilot CEO turned the company's focus to building brands.
dimmerswitch- 255 diggs
- digg it
- koft, on 04/10/2008, -1/+8*yawn*
- Kyrgizion, on 04/10/2008, -2/+3Why is this on the frontpage? :s
- DeadlyCouncil, on 04/10/2008, -2/+2Excellent, this should put me right to sleep.
- Tenlow, on 04/10/2008, -1/+4Buried for the three "take this survey now" ads that showed up over the text of the article.
- insanebrain, on 04/10/2008, -0/+2The internet has ads ?
- Kyrgizion, on 04/10/2008, -1/+5I haven't seen banner ads in over a year. It's only when I surf on other pc's that I'm reminded that those annoying pests even still exist.
Thank you ABP- Tenlow, on 04/10/2008, -1/+1I tried the adblock deal everyone talks about, but uninstalled it after it failed to block a single ad. I was kind of hoping for a reduction in displayed ads of slightly more than 0%.
- Kyrgizion, on 04/10/2008, -1/+5I haven't seen banner ads in over a year. It's only when I surf on other pc's that I'm reminded that those annoying pests even still exist.
- insanebrain, on 04/10/2008, -0/+2The internet has ads ?
- greatgatsbyII, on 04/10/2008, -0/+2Dug because I didn't know those brands were all owned by the same company.
- ohsoserial, on 04/10/2008, -1/+5money.cnn.com. The internet's chloroform.
- skyshoes, on 04/10/2008, -1/+1Cool to hear about some success these days.
- rlgunnells, on 04/10/2008, -1/+5Good article, good company. Next time you complain about the falling value of the American dollar remember, it's companies like this that help even out the trade balance. Unwrap your closed mind to explore more than your current video or computer game and you will discover a world well worth visiting.
- rsh28630, on 04/10/2008, -0/+3Astute observation except the goods are manufactured in China. In essence, this story is about brand building. That is not to take anything away from the success however it misses the key point that a task heretofore in the hands of marketing is now the critical business element supplied in America. Be advised, our lead in this area is likely to decline as the world graduates an ever increasing class of creative individuals both sufficiently hungry and bold enough to out innovate the products of America's poor educational system.
- GhengisKhan, on 04/10/2008, -1/+1God forbid Diggers would want to educate themselves about business. Get a haircut people and join the real world.
- rsh28630, on 04/10/2008, -0/+3Astute observation except the goods are manufactured in China. In essence, this story is about brand building. That is not to take anything away from the success however it misses the key point that a task heretofore in the hands of marketing is now the critical business element supplied in America. Be advised, our lead in this area is likely to decline as the world graduates an ever increasing class of creative individuals both sufficiently hungry and bold enough to out innovate the products of America's poor educational system.
- zizzybaloobah, on 04/10/2008, -0/+1I worked for a southern US apparel manufacturer that no longer exists (for a number of reasons). Regardless of whether or not this article is a snoozer, the fact that this company not only is still open for business, but thriving, is amazing considering how the textile, apparel, and other traditionally Southern industries have been decimated over the past few decades.
- Egoist, on 04/10/2008, -0/+2"We realized we didn't have to come up with brilliant ideas - we needed brilliant ways of executing good ideas."
Excellent quote anyone trying to start a business should remember. It's not the brilliant ideas that make money, it's how they're marketed. - johnnall, on 04/10/2008, -0/+1Dug because their headquarters is in my hometown.
- cheezintern, on 04/14/2008, -0/+1right on, the vf building is 4 blocks from my apartment.
- bram, on 04/10/2008, -0/+4North Face will be the equivalent of Members Only in 10 years.
- antsmarchn, on 04/10/2008, -0/+0Amazing, so now people that didnt know can read how the north face went from a quality outdoor brand to mainstream mass produced crap. Good thing it appeals to a frat boy and sorority girl douchebags out there.
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