A Focus on Consumer Behavior Reshapes Jeans Shopping After a year when revenue declined five percent, VF Corporation—the maker of Lee, Wrangler, Nautica, North Face, and more than 20 other brands— embarked on a path for new growth. The apparel leader turned to Innosight to help create a strategy to meet ambitious goals for its Jeanswear division. Client Impact CHOOSING ONE BIG OPPORTUNITY TO GROW Innosight kicked off a 10-month project at VF Corp.’s Greensboro, N.C. headquarters by auditing current innovation practices and bottlenecks. After evaluating the existing innovation portfolio, we calculated the “growth gap,” the space between the revenue that was desired and what was probable if the company’s approach to innovation didn’t change. Along with VF’s vice president of strategy

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