1353 ET - VF still has work to do to regain momentum, UBS analysts say in a note. Brand awareness for each of its three main brands--Vans, The North Face and Timberland--declined in 2025 from the prior year, showing they aren't generating the same buzz they used to, the analysts say, citing survey data. Those dynamics could lead to less traffic to VF's stores and websites and ultimately fewer sales, they say. Consumers' purchase intentions and loyalty for the brands also look lackluster, signaling elevated risk from competition, they say. The company's revenue growth rate likely won't sustainably improve over the next few quarters as a result, they say. Still, the analysts say they have high regard for VF's management and believe the team will turn the company around over time. (kelly.cloonan@wsj.com)

(END) Dow Jones Newswires

January 05, 2026 13:53 ET (18:53 GMT)

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