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Three Top Vans Executives Part Ways, Aiming to Steer Business Back on Track

Vans aims to reclaim its position as a global leader in the footwear and apparel industry.
ShreddER June 6, 2023
Vans
Photo: Harry Hundal

As we previously reported, Vans President Kevin Bailey said that the brand's rebellious spirit and "F**k You" attitude got too watered down in the process.

And in a surprising turn of events, three high-level executives at Vans, the renowned footwear and apparel company, have decided to step down from their positions.

Their departure is a strategic move to revitalize the brand and refocus its direction. With a shared vision to bring Vans back on track, these influential leaders have chosen to make way for fresh perspectives and new strategies.

According to SES, Vice President and General Manager of Vans Americas David Tichiaz, Global Chief Marketing Officer Kristin Harrer, and Vans Americas Vice President of Finance Michael LeFebvre are no longer with Vans.

The three executives bidding farewell to Vans have played instrumental roles in shaping the company's success.

Their collective experience and industry expertise have contributed significantly to Vans' growth. However, recognizing the need for change amidst a challenging business landscape, they decided to step down.

The executive departures come as VF Corp. looks to get the Vans business back on track, with its most recent performance in the Americas region dragging down the brand's overall results in the fiscal third quarter ended Dec. 31. Vans Americas sales in the quarter fell 13%, leading VF interim President and CEO Benno Dorer to say when the quarterly results were announced, "We must do better with Vans in its home market, and we will."

Another significant aspect of Vans' reinvigoration plan is emphasizing rebuilding the brand's identity.

By reconnecting with its core values and heritage, Vans aims to reignite the passion and loyalty of its customer base.

It involves a comprehensive brand overhaul, including refreshed marketing campaigns, collaborations with influential artists and athletes, and a renewed commitment to sustainability and social responsibility.

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