V. F. Corporation: Integrating Sustainability With Corporate Strategy


The case explains how the V. F. Corporation, a leading fashion brand, embedded sustainability in its strategy. The company adopted a three-pronged strategy to shift from a linear to a circular strategy, incorporated the usage of sustainability index, and worked towards improvement of the life of its employees and workers. Anna M. Rugarli, the sustainability director of V. F. Corporation, intended to settle sustainability issues faced by the apparel industry at large, as production and waste produced by the apparel industry, such as the release of methane gas and water conservation issues, has detrimental environmental consequences. However, in the past when competitors adopted the same strategy, they were criticized for greenwashing rather than any true sustainability initiative. What should Rugarli do to ensure V. F. Corporation’s moves are not viewed as greenwashing? What challenges are likely to occur and how should Rugarli resolve them?

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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