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VF Corp. and Canada Goose climb higher on Baird upgrades as key fall shopping season kicks off

Analysts say a refreshed Vans playbook and buzzy Goose collections could fuel momentum during the back-to-school stretch.

Nia Warfield

Baird analysts are shopping for opportunities this season, upgrading VF Corp. and Canada Goose ahead of the crucial fall shopping stretch as brand refreshes, consumer buzz, and easing headwinds build optimism.

VF Corp.
Price target: $20, up from $14
Rating: “outperform” (from “neutral”)

VF Corp. shares jumped 5.6% after Baird upgraded the Vans and The North Face parent, betting the company is turning a corner. Analysts pointed to easing self-inflicted headwinds at Vans, which had been dragging results for several quarters. New product cycles, high-profile marketing moves (including an upcoming collection from singer SZA), and faster inventory resets could help the skate brand get back in step with younger shoppers.

At the same time, cost cutting and debt reduction are expected to shore up profitability, while The North Face remains a steady performer in outdoor wear. Tariffs are still a cloud, with VF estimating duties could slice roughly $40 million off fiscal 2025 profits, but Baird says the stock’s 50% drop from highs already reflects the risk and leaves more room for upside if the Vans reset pays off.

Canada Goose
Price target: CA$24, up from CA$18
Rating: “outperform” (from “neutral”)

Canada Goose shares climbed 5.9% after Baird also boosted its outlook for the outerwear company, citing a strong start to the year and signs of brand traction ahead of peak winter buying. Direct-to-consumer comps rose nearly 15% last quarter, powered by new spring and summer offerings, a hit Snow Goose capsule, and better in-store execution. Analysts also highlighted the brand’s expanding presence in China, where livestream shopping is giving it another leg up with luxury consumers.

Still, margins have been weighed down by heavy investment in marketing and brand refreshes. But Baird argues that with Goose still trading well below its 52-week highs, a combination of fresher product, improving seasonal leverage, and potential takeover interest will boost the company’s shares.

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Report: Boeing could unveil 500-jet order from China during Trump’s visit later this month

Shares of Boeing are up nearly 4% on Friday afternoon, following a Bloomberg report that the company could be close to finalizing a deal to sell 500 planes to China.

The deal was first reported in August and would be one of Boeing’s largest ever.

According to Bloomberg’s sources, the deal could be officially unveiled when President Trump travels to China at the end of the month. That trip could be delayed given the war in Iran. The deal, sources say, could still fall apart — similar language to when it was first reported on more than six months ago.

Boeing has been on the outside of the Chinese market, in terms of new orders, since 2019 amid escalating US-China trade tensions.

According to Bloomberg’s sources, the deal could be officially unveiled when President Trump travels to China at the end of the month. That trip could be delayed given the war in Iran. The deal, sources say, could still fall apart — similar language to when it was first reported on more than six months ago.

Boeing has been on the outside of the Chinese market, in terms of new orders, since 2019 amid escalating US-China trade tensions.

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Why software shares are withstanding the war jitters

The outbreak of the war in Iran has clearly rattled investors and created a few clear winners — mostly energy stocks — and losers — consumer staples, airlines, and, well, more or else everything else.

But there is one interesting outlier to that Manichaean market dynamic.

Software shares — often the same companies that the market was giving up for dead just a few weeks ago due to overexpectations of an AI-driven disruption — have been holding up remarkably well.

These companies, including Intuit, ServiceNow, Datadog, Snowflake, IBM, Workday, and Oracle, have actually had a pretty decent run since the war started with a combined US-Israeli attack on Iran last weekend.

A new note from RBC Capital’s Rishi Jaluria suggests this isn’t just a fluke. Looking at the performance of software stocks during periods of geopolitical stress and market volatility over the last 10 and 25 years, his team found that software shares appear fairly well insulated when these broader shocks hit. RBC wrote:

“The defensive nature of SaaS models and the mission-critical nature of many core software systems at the enterprise level (e.g., in the absence of mass layoffs that may create seat-based headwinds, geopolitical uncertainty and/or market volatility typically will not cause an enterprise CIO to consider ripping out their ERP, CRM, Cyber systems, etc.”

I briefly got Jaluria on the phone yesterday, and he explained a bit more about why he thinks investors might see software as a decent place to hide out from the current chaos.

“With everything in the Middle East, you have to think about not just oil and gas input prices but also supply chains,” he said. “With software, you’re not really thinking about that.”

In other words, there is no equivalent of a closure of the Strait of Hormuz that software investors have to worry about.

Others suggested that the near-term profitability of these giant software companies — aside from concerns about potential long-term disruption from AI — may look different in the face of the economic uncertainty that seems to be growing with the war, especially after a sell-off that has left them relatively attractively valued.

Mark Moerdler, who covers software stocks for Bernstein Research, says that while the AI worries are clearly real, software companies continue to be highly productive cash cows.

“Everyone is afraid that AI is a massive disruptor, and all these articles you read talk about AI as massive disruptor or the world is ending or whatever,” he said. “You don’t see it in the fundamental numbers of the companies I cover. They are delivering GAAP profits, free cash flow, and they’re good investment ideas.”

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