VF strengthens ties with Chinese partners

VF Corporation, a 120-year old US apparel and footwear company, is seeking to establish or strengthen ties with Chinese partners to expand its presence in the local market.

Known as the parent company for established brands such as Vans, North Face and Timberland, North Carolina-headquartered VF announced on June 13 deeper cooperation with Tmall Innovation Center, or TMIC, for more consumer insights into the Chinese market.

Kevin Bailey, president of VF Asia-Pacific, said in an exclusive interview with China Daily that Tmall's data and analysis on consumer behavior is a focus for this partnership. VF also wants to bring more brands into the Chinese market with the cooperation agreement.