Question · Q2 2026
Brooke Siler Roach asked for an update on the promotional recapture journey, the company's plans for pricing and promotions during the holiday season, and the medium-term opportunity for promotional recapture, particularly in the Americas.
Answer
Bracken Darrell, President and CEO, VF Corporation, noted continued improvement in global promotion levels and stated the company's intent to operate in a lower promotional environment, while being aggressive if necessary in the Americas. Paul Vogel, EVP and CFO, VF Corporation, added that promotional benefits would continue throughout the year, with pricing actions to mitigate tariffs primarily kicking in during Q4, impacting Q3 gross margins due to tariffs without pricing offsets.