Sun Choe
Global Brand President
Vans
Michelle (“Sun”) Choe is a highly accomplished apparel industry executive with nearly three decades of experience leading design and merchandising for renowned global brands.
Most recently, Sun served as Chief Product Officer and a member of the leadership team of lululemon. Sun joined lululemon in 2016 as Senior Vice President, Global Merchandising. At lululemon, Sun oversaw women's, men's, accessories design, merchandising, innovation, product development, and planning and allocation. Sun is recognized for helping to transform lululemon into a product-led organization, and during her tenure, lululemon quadrupled revenues and strengthened profitability while expanding into new product lines and geographies.
Prior to lululemon, Sun served as Chief Global Product Merchant at Marc Jacobs from 2015 to 2016. From 2013 to 2015, she was Senior Vice President, Merchandising at West Elm. From 2011 to 2013, Sun was Senior Vice President at Madewell. Before Madewell, she held leadership roles of increasing responsibility at Urban Outfitters, including Executive Director of Women’s Apparel and Accessories.
Earlier in her career, Sun served in merchandising leadership roles at Guess?, Levi Strauss, and Gap Inc. She earned a bachelor’s degree from the University of Maryland.
Speaking in:
Tuesday Jan 13
9:15am - 9:45am
Javits North, Level 5
Trailblazers in action: How VF Corp.’s brand leadership drives business transformation and consumer connection
Join this inspiring panel discussion to hear from the global presidents of VF Corporation's powerhouse brands — The North Face, Timberland, and Vans — about their collective strategies to spur new stakeholder value across the organization. These dynamic leaders will discuss how they’re shaping VF’s growth strategy and redefining what it means to align each brand with its unique community of core consumers. They’ll share insights on staying connected to customer needs and fostering innovation that stays true to each brand’s heritage. Hear how these leaders are navigating global shifts, advancing the company’s long-term vision, and cultivating resilience within their teams. This conversation offers a compelling look at how VF Corp. is leveraging bold leadership to impact the world of outdoor apparel, footwear, and action sports.