College of Textiles Welcomes Mackey J. McDonald

Genessa Fratto, Ph.D. Student
Textile Technology Management

The NCSU College of Textiles’ Executive-in-Residence program welcomed Chairman, CEO and President of VF Corporation Mackey J. McDonald, to the College of Textiles on September 27, 2005. Headquartered in Greensboro, North Carolina, VF Corporation is the parent company of well-known brands such as Lee, Wrangler, Vanity Fair, JanSport, Nautica, The North Face, Vans and Reef.

McDonald met informally with faculty, undergraduate and graduate students in various small group discussions throughout the day. McDonald addressed the challenges and rewards of managing a diverse portfolio of apparel brands and fielded questions from both students and faculty regarding branding strategies. He addressed issues of sourcing, supply chain management, marketing, pricing, and consumer behavior. Faculty discussions focused on research and educational initiatives with industry and government, as well as dialogue relating to branding strategies from a strategic partnership perspective. Undergraduate students took the opportunity to share their coursework and internship experiences with McDonald, as well as ask questions regarding career interests and opportunities. McDonald opened the dialogue with graduate students by prompting discussion on the subject of what makes a brand. The discussion focused on uniqueness, differentiation, lifestyle, and consistency. McDonald also answered questions regarding challenges and strategies of global brand marketing and supplier and retailer relationships.

Mackey J. McDonald and Professor Nancy Cassill

McDonald’s visit concluded with a seminar presentation to students, faculty, administration, and industry and government personnel. Entitled "The Impact of Change on Business," McDonald focused on three key areas of change facing apparel brands today: splintering customer segments, industry consolidation, and changing trade agreements. McDonald provided an overview of VF’s brand portfolio and initiated dialogue regarding the positioning and image of The North Face, Vans, and the newly acquired Reef brand. McDonald emphasized the importance of clearly positioning a brand in the mind of the consumer, and appealing to the consumer from both an emotional and rational perspective. McDonald’s visit proved to be an engaging and educational experience for students, faculty, and guests. McDonald validated graduate student and faculty research with real world brand case studies, and provided an opportunity to learn branding best practices from a global brand leader.

McDonald's career at VF began in 1983 when he joined the company's Lee division as assistant vice president, merchandising services. From 1986 to 1991, he held the successive positions of executive vice president and president of Wrangler. In 1991, McDonald was named VF group vice president, responsible for the company's Lee, Wrangler, JanSport and Healthtex divisions. McDonald was named chairman in October 1998. He has held the title of CEO since January 1996 and the title of president since 1993. Under his leadership, VF Corporation has expanded its operations worldwide, building a portfolio of growing lifestyle brands sold in the U.S., Europe, South America and Asia.

McDonald holds a B.A. degree from Davidson College and a M.B.A. in Marketing Management from Georgia State University. Prior to obtaining his M.B.A., McDonald was a pilot in the United States Army, where he flew observation missions in Vietnam, completing his tour of duty at Fort McPherson, Georgia. McDonald currently serves on the boards of Tyco International Ltd., Wachovia Corporation and Hershey Foods. He is also a past member of the Davidson College Board of Trustees, as well as RILA (Retail Industry Leader's Association) and is the chairman of the Economic Development Committee, Action Greensboro.