Marketing Currents - Business and Marketing Current Events

Can Supreme survive its acquisition by VF Corp? (MC)

Chatter among fashion followers went into overdrive yesterday when VF Corp.—owner of brands such as Vans, The North Face, Timberland, and Dickies—announced it would acquire streetwear pioneer Supreme for $2.1 billion.

For Supreme, the move could hardly seem more opposed to its ethos.

Click here to read the story at qz.com.

Discussion Questions:

  1. What is an acquisition?
  2. Why would VF Corp. be interested in acquiring Supreme?
  3. What other brands does VF Corp. own?
  4. What is a brand?
  5. Why is branding important to companies like Supreme?
  6. What is market research?
  7. What is a focus group?
  8. According to a study conducted last year, how do consumers view the Supreme brand? How did they determine how consumers viewed the brand?
  9. Do you think the acquisition could potentially have a negative impact on Supreme? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.