North Face taps Nike executive for direct sales

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VF Corp, the parent company of outdoor clothing retailer The North Face, has appointed a former Nike executive to lead an in-store and online marketing campaign.

Nicole Otto, who previously spent 16 years as Nike’s vice president for its North America division, will take over as VF’s new global brand president for The North Face, an outdoor apparel line. . Otto will succeed current brand president Steve Murray, effective June 2022.

Consumer-facing technology

According to VF Corp’s announcement, Otto’s skillset could help the company meet its lofty direct-to-consumer revenue targets for the remainder of 2022.

The company’s latest earnings statement says it plans to grow that revenue stream from 34% to 36%, with almost a fifth of that total coming from digital sales.

Otto has been deeply involved in launching Nike’s consumer-facing digital technology platforms such as Nike Live, a digital retail experience designed to deliver the best physical experience to local customers. Nike Live was launched in 2019.

Otto was also instrumental in developing the Nike app and its SNKR app, both of which enhanced customers’ “online and offline experiences” in part by helping drive traffic to stores with coupons and offers.

Of paramount importance

Leading The North Face into the future is also critically important to VF Corp, according to its latest income statement.

The brand accounted for 24% of VF Corp’s total sales in the Americas and more than 44% of its sales in Europe during the second quarter of fiscal 2022.

Otto said she was thrilled to take on the helm of The North Face as the brand is one of the few in the world to achieve “iconic status”.

“Nicole is the right leader who brings the right capabilities to The North Face brand at the right time,” VF chief executive Steve Rendle said in a statement.

“Her global industry experience and deep understanding of consumer engagement strategies – both through physical retail and digital commerce – make her ideal to take the lead on this iconic brand and accelerate growth through even more compelling direct connections to consumers around the world.”

VF stock rose slightly in trading on Tuesday after the announcement.

Read more: VF Corp shares fall after board member resigns

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