Vans appoints Michelle Choe global brand president 

Sportswear retailer Vans has appointed senior Lululemon executive Michelle Choe as its new global brand president, effective in late July. 

Choe joins Vans after has nearly 30 years leading design and merchandising for brands including Lululemon, Marc Jacobs, West Elm, Madewell, Urban Outfitters, Levi’s, and the Gap. 

Before Vans, Choe previously served as chief product officer and a member of Lululemon’s executive team for seven years, beginning in 2018. She formerly held leadership positions of increasing importance at Urban Outfitters, including executive director of women’s apparel and accessories.

“Choe 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,” said Bracken Darrell, president and CEO of VF Corporation. 

“With Choe’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’ parent company, VF Corporation, reported reduced sales last fiscal year due to worsening performance across the majority of its brands. The company’s revenue declined 10 per cent to $10.45 billion, with Vans sales dropping 24 per cent to $2.79 billion and Timberland falling 13 per cent to $1.56 billion.

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