VF Corporation, once a lingerie maker, now owns JanSport, North Face, Eastpak, and Kipling. After a string of acquisitions, the firm controls about 55% of the U.S. backpack market.

Since 2000, VF has trimmed denier counts, swapped YKK zippers for cheaper ones, and reduced stitching density across its lower‑tier lines. These changes cut production costs but also lower durability.

The company’s warranty terms now exclude early failures, forcing buyers to pay shipping and wait weeks for a replacement that may be even cheaper. The result is a repeat‑purchase model: inexpensive bags fail fast, nudging customers back to the shop.

VF’s practice illustrates how conglomerates can dilute brand equity for margin gains, a pattern that extends beyond backpacks to other consumer goods.