VF Set for Back-to-School Shopping Season with Innovative Lesson Plans from Top Brands

Business Wire, July 25, 2001

Business Editors/Apparel Writers

GREENSBORO, N.C.--(BUSINESS WIRE)--July 25, 2001

Marketing and Product Initiatives Span The North Face(R), Healthtex(R), Lee(R), Wrangler(R), Bestform(R) and JanSport(R) Brands

VF Corporation (NYSE: VFC), the world's largest apparel manufacturer, is heading back to school in style by providing retailers with great value and fashionable, practical solutions for the entire family this fall season.

Delivering on its commitment to be the most consumer-responsive apparel company in the world, VF goes into one of its key selling periods with a strong portfolio of innovative products, backed by solid marketing and merchandising.

New fall products include new water-resistant and waterproof winter sports jackets from The North Face(R) brand; the industry's first Kidproof(R) knit fabric technology from VF Playwear, Inc.; a new teen intimate apparel line from the Bestform(R) brand; two cutting-edge backpack series incorporating up-to-date comfort technology from the JanSport(R) brand; and high impact marketing campaigns for Lee(R) and Wrangler(R) jeans.

Fashion-conscious kids and teens continue to spend their dollars on apparel despite the recent economic downturn, and VF is positioned to meet the needs of this recession-resistant consumer segment. Mackey McDonald, Chairman and CEO of VF Corporation comments, "VF has done its homework on what consumers want and need to head into a new school year. We feel confident that our brands are delivering the best head-to-toe selections for the entire family this fall."

The North Face

The North Face continues to develop cutting-edge technology to give consumers the ability to brave harsh outdoor conditions. The North Face debuts two new jackets for its Kids collection this fall, providing comfort, kids-specific features and value. The Kids Tamba Kosi(TM) Jacket is designed especially for girls and is a warm, water-resistant 600-fill down jacket. The diamond-quilt construction keeps the down from shifting, thereby reducing cold spots. The North Face also introduces the new Kids Elemental(TM) Jacket designed specifically for young skiers or snowboarders ready to hit the slopes. This jacket features The North Face(R) HyVent(TM) waterproof, breathable coating and ample core insulation to keep warm with lighter insulation in the arms and hood for greater mobility. The insulated, integrated hood and internal powderskirt act as further protection from the winter elements. Both jackets will be available in retail stores in September.

Healthtex

Healthtex(R) clothing, one of the nation's leading brands of children's playwear, debuts its Kidproof(TM) technology this fall, an industry-first technology that is exclusive to VF Playwear, Inc. This revolutionary technology adds new capabilities to knit fabrics, reducing pilling and shrinkage while improving colorfastness, crocking, stain resistance and softness. Kidproof(TM) is available to parents this fall in playdress styles and, by the spring of 2002, Kidproof(TM) will be available in both boys' and girls' knit playwear. "We listened to what moms said about their frustrations with children's apparel, and we've custom-designed a solution to meet their needs," said McDonald.

Lee

With the Wrangler(R), Lee(R), Riders(R), Rustler(R), Chic(R) and Gitano(R) brands in its stable, VF is a jeans powerhouse--one out of every four pair of jeans sold in the U.S. is a VF brand. This fall, Lee(R) Dungarees will build on the success of its "Buddy Lee" campaign with new TV spots debuting on July 30 that show viewers what it means to "Be Like Buddy Lee." The 30-second spots will be seen on ESPN, ESPN II, MTV and Comedy Central and will feature music from singer/songwriter Junior Brown. There are also cameo appearances by Chuck D of Public Enemy and Curtis Armstrong, best known as the character Booger from "Revenge of the Nerds." Online elements of the campaign include features on espn.com, onion.com, and the Buddy Lee Web site, www.buddylee.com.

Wrangler

The Wrangler Hero(R) brand, the nation's largest growing jeans brand over the last 10 years, reaches out to its massive, middle America audience with its Wrangler Rocks America promotion. By purchasing $20 or more of jeans, pants or shorts by Wrangler Hero(R), Wrangler for Women(R) or Timber Creek by Wrangler(R) brands from July 23rd through August 25th, consumers receive a free Wrangler Rocks America 10-song CD via mail. Known as an honest, down-to-earth, outdoor American brand, the Wrangler Hero brand developed the Wrangler Rocks America CD promotion as a result of positive consumer response to its "As Real As Wrangler" television ad campaign, which features a classic American rock n' roll soundtrack. The CD promotion is communicated at retail via shelf-talkers, fixture toppers and in-store radio; songs from the CD include "American Pie" by Don McLean and "American Woman" by the Guess Who.

Bestform

VF's Bestform(R) brand is targeting female teens with the introduction of b by Bestform(TM), a line specifically designed to fill the void in intimate apparel for teens. Through extensive industry, consumer segment and shopping behavior research, the brand identified a gap existing in the teen market for intimate apparel. As a result, b by Bestform(TM), a young, sporty, trend-right line for 13-18-year-old consumers was created. The program launches in July at Kmart, and an extensive rollout is planned for Back-to-School 2002. Included is an integrated marketing campaign for the line coordinated with partner Kmart. In-store signage and four-way fixtures will be in Kmart aisles directing consumers to b by Bestform(TM), and discount coupons will be available on the b by Bestform(TM) Web site, www.bbrand.net.