Innovation in design, an integrated approach and a g-local mentality are the pillars VF Corp.’s Martino Scabbia Guerrini, executive vice president and president of EMEA, APAC and emerging brands, has embraced over the past few years.
His goal is to take the same business and design energy eastward in his recently added role of president of the APAC region.
“I think today what makes a difference is driving performance through the noise, through instability…you need a solid, consistent offering, and interesting, too,” the executive said. “Europe has had the opportunity…to harvest the fruits of the innovative and integrated thinking that we propelled, in addition to brand execution and a strong organization. I think one needs to innovate within the brands by always elevating their level, the level of execution.
Martino Scabbia Guerrini, executive vice president and president of EMEA, APAC and emerging brands at VF Corp.Transparency, alignment and an integrated approach are core values at VF under Scabbia Guerrini. Scabbia Guerrini sees potential synergies between the two regions stemming from similarities, including the desire for aspirational products and retail spaces.
Compared to VF’s traditional organization structure whereby head design offices, each located in the key geography for the brand, are flanked by regional extensions, Tokyo has only a g-local purpose and is poised to work on individual projects across the company’s brands, with a “local inspiration but global vision,” Scabbia Guerrini said.
The first drops created by the TDC are to bow next month, standing “at the intersection of streetwear, fashion and communities,” the executive said.
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