VF Imagewear makes uniforms that reach from production lines to baseball diamonds. A subsidiary of V.F. Corporation, VF Imagewear provides occupational apparel and manages uniform programs for customers in the transportation, utilities, telecommunications, foodservice, hospitality, mining, and other industries, as well as government organizations. The business also designs and markets uniforms and fanwear for sports leagues (including the NFL and MLB) and Harley-Davidson-branded apparel through licensing agreements and via its Majestic Athletic unit. VF Imagewear's brands include Bulwark, Chef Designs, Horace Small, Lee, Red Kap, and Wrangler Hero, as well as licensed brands.
Tennessee-based VF Imagewear operates its business throughout North America.
VF Imagewear is a V.F. Corporation division (or "coalition," as VF calls it) that consists of VF's Image business (55% of revenue) and Licensed Sports business (45%). While the Image business focuses on occupational apparel and uniforms under the Red Kap and Bulwark brand names, the Licensed Sports unit makes and markets high-profile athletic apparel and includes the Majestic brand business.
Some 70% of the Image business comes from industrial laundries, resellers, and distributors that supply customized workwear to employers for production, service, and professional personnel.
The business generated more than $1 billion, or nearly 10%, of its parent's overall revenue in 2012. The increase in coalition revenues in 2012 was attributed to a 6% rise in the Image business, thanks to growth in government, public safety, and industrial uniforms. The company's Licensed Sports business logged 3% increases following the company's efforts to expand its Harley-Davidson, collegiate, and National Basketball Association business.
Unique to the uniforms business is that sales are tied to employment levels in the industrial and service sectors, which have suffered during the economic downturn. Because it serves industrial laundries and distributors, rapid delivery of products in a broad range of sizes is one of its advantages.
VF Imagewear has also expanded its Majestic brand for Major League Baseball and its National Football League business by licensing more clothing categories while exploring additional distribution channels.
The company is working to grow its business through several initiatives. It's looking to extend the capabilities of its products and services to new industrial and service apparel distribution channels, markets, and geographies. VF Imagewear is also reaching into consumer channels with its traditional business-to-business workwear brands while expanding its college and university fanwear program.
Sales and Marketing
Besides supplying workwear, the occupational apparel unit runs large-scale uniform programs, which allow for convenient ordering via customized websites, for the likes of FedEx, Continental Airlines, Air Canada, AT&T, and other corporations. It also caters to government organizations, such as the National Park Service and the New York City Transit Authority.
In addition to the NFL and MLB, the sports apparel unit counts the MLB Players Association, National Basketball Association, National Hockey League, and major colleges and universities among its licensors. Also interesting to note, all of the MLB's 30 teams exclusively wear Majestic uniforms on the field.