"We use the word incubator, which is where our small brands can sometimes take big risks that our big brands sometimes cannot take. And sometimes it will be the big brand that makes the biggest risk because big dogs, big puppies. If you make big bets, you tend to get big rewards. It can also sometimes fail but that’s part of the experience."

-VF Corp. vice president of strategy Jan Van Mossevelde, in an interview with Marketing Week for its report on how the 120-year-old apparel company is “trying to reinvent retail.”