Vans appoints Sun Choe as global president of the brand

VF Corporation announced the appointment of Michelle “Sun” Choe as global president of the Vans brand, effective in late July.

With nearly three decades of experience in the apparel industry, Choe brings a wealth of expertise in leading design and merchandising for the world’s leading brands.

“Sun is a strong leader with a focus on consumer insight and a proven track record of generating brand interest and translating it into financial results. I am confident that Sun is the right leader to take Vans to new heights,” said Bracken Darrell, president and CEO of VF.

“With Sun’s appointment, we will further transform VF’s leadership team to catalyze the growth of our brands and drive value for our shareholders and other stakeholders.”

Most recently, she served as Chief Product Officer at Lululemon, where she played a key role in transforming the company into a product-led organization. Under her leadership, Lululemon has quadrupled revenues and strengthened profitability while expanding into new product lines and geographies.

Prior to joining Lululemon, she was the head global merchandiser at Marc Jacobs from 2015 to 2016. Her experience also includes senior management positions at West Elm, Madewell and Urban Outfitters, as well as merchandising leadership positions at Guess, Levi Strauss and Gap Inc .

“Vans is an incredible brand with a rich history and a dedicated customer base,” Choe added.

“I am passionate about building high-performing cultures and teams and creating great designs and guest experiences that build long-lasting, meaningful relationships with consumers around the world. At Vans, we will do just that – leveraging our brand identity as a lifestyle defined by creativity and authenticity. I can’t wait to get to work.”