Launching a Corporate Purpose

VF Corp
Fashion and Apparel
Greensboro, NC

The Opportunity

VF and its leadership understood early on that developing and launching an inspiring corporate purpose was just the first step in becoming purpose-led, performance-driven, and value creating. Beyond discovering the business’ purpose, a second step was to help every associate gain clarity around their own personal purpose – and to link this personal purpose to the organizational one.

VF Put Purpose to Work in Their:

  • Strategy 
  • Marketing
  • Corporate Sustainability

The Solution

VF partnered with Imperative to map out a three-part, individual purpose discovery plan.

The first step of this plan was to prepare the VF executive team to share how they themselves connected with the VF purpose. Each member of the executive team developed a “personal purpose story” to share at their Global Leadership Conference.

After these stories were shared, Steve Rendle, VF Corp CEO, made a public commitment to all associates that they too would have the opportunity to discover their own sources of fulfillment and create an authentic connection to the VF purpose. To kick off that process, each member of the global leadership team was invited to take the purpose Assessment and participate in a purpose workshop.

The third part of this journey will be to bring personal purpose to all VF associates around the world. The goal is to provide associates with insights into what they find most fulfilling, and then explore how to bring that to live in service of the VF corporate purpose.

“To get people to come along with you in a big leadership change, you have to be really clear on the vision, but you also have to show them that you’re willing to get in and work with them on it. It’s around empowering them and helping them understand their specific role. And then, from empowerment, comes accountability. “

– Steve Rendle, CEO , VF Corp

VF’s Purpose Statement

Read more about VF and their Purpose & Guidelines on their website, here.

About VF Corporation

VF Corporation outfits consumers around the world with its diverse portfolio of iconic lifestyle brands, including Vans®, The North Face®, Timberland®, Wrangler® and Lee®. Founded in 1899, VF is one of the world’s largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies, product categories and distribution channels. VF is committed to delivering innovative products to consumers and creating long-term value for its customers and shareholders.

Learn more about VF here.