Embed Size (px)
Citation preview
Vans is an American company that manufactures shoes based in California USA.They produce gear originally made for skaters but are now very common for usual people to wear and
also make gear for other sports like Bmx-ing, Surf and skiing
INTRODUCTION
Type Subsidiary
Industry Apparel
Founded March 16, 1966
Founder Paul Van Doren, Gordon C. Lee, James Van Doren, and Serge D'Elia
Headquarters Cypress, California,United States
Area served Worldwide
Products ClothingFootwearAccessories
Owner Paul Van Doren, Gordon C. Lee, James Van Doren, and Serge D'Elia
Parent VF Outdoor Inc., a subsidiary of VF Corporation
Website www.vans.com
HISTORY
• Vans began on the 16th of March 1966 in Anaheim California. founder Paul van Doren had threepartners and due to those four people Vans opened its first store. Shoes were quickly made,people ordered in the morning and was ready by the afternoon. Vans became widely known byskateboards due to its functionality to remain on top of boards resulting in sales going up in the1970s, 1995 Vans were the shoe of choice for the skateboarding culture.
• One of its main designs that pumped Vans popularity was the Vans slip-Ons, these shoes were allthe cool kids wore and it was a rage in southern California and sales began international. Vanmade other designs for different sports such as baseball, basketball and even skydiving. Eventhough vans was selling really well they started to run out of resources and right after they wentbankrupt.
• During the 1970s the company continued to grow, Skateboarders who liked Vans’ rugged make-up and sticky sole were seen wearing Vans all over Southern California in the early 1970s. In 1975the Vans “95” known today as the “Era” was designed by professional skateboarder Tony Alvaand skateboarding figure Stacy Peralta which boosted their sales.
• 2000s, Steve Van Doren and the son of Paul Van Doren, remain with the company, as does hissister Cheryl and his daughter Kristy. In 2000 and 2001, Forbes
TARGET AUDIENCE
Vans were originally created for skateboarders,however vans are now extremely popular as theyhave a wide variety to suit everyone's taste .They come in different styles, colours and patterns,they are also popular as they are extremelycomfortable.
I have personally come across many adultsboth men and woman wearing vans whilst travellingto and from work. I have also witnessed children andtoddlers playing and running around with them ontheir feet. The shoes are common with teens as theyare very trendy and this is the age people usuallystart getting into skateboarding.
From what I have stated it is easy to see thatthe target audience is 13-30.Vans aren’t veryexpensive so they are affordable for people upper,middle, lower and working class to purchase.
PAST ADS
Vans Paradehttps://www.youtube.com/watch?v=ACNnzM040J8&feature=youtu.be
Parameterhttps://www.youtube.com/watch?v=esgsrK6ua0I
Star Warshttps://youtu.be/omjMG1JU21s?t=39s
Vans previous adverts usually all have one commonelement which it its skating roots, they almost always featuresomeone skating in them or a group of young people wearingthe footwear and having fun. They always emphasise on werethey started as in the star wars advert the theme is the 1966bowl skating craze which vans was very popular with.
Vans also promotes their shoes in forms of shortdocumentary's or mini series on a certain person / skater andtheir experience in the skating world and what vans is to theminspiring people to wear the shoes
PRODUCTS
SHOES
• Classics
• Classic Lites
• Pro Classics
• Pro Skate
• Weatherized
• Surf
• Sandals
• BMX
• Snowboard Boots
• High Tops
• California Collection
• LXVI®
• Vault®
• Syndicate®
CLOTHING
• Shop New Arrivals
• Shop The Look
• T-Shirts
• Sweatshirts & Hoodies
• Shirts
• Jackets
• Sweaters
• Jeans
• Pants & Joggers
• Tanks
• Shorts
• Boardshorts
•ACCESSORIES• Shop New Arrivals• Shop The Look• Hats & Snapbacks• Beanies• Socks• Backpacks & Bags• Sunglasses• Wallets• Belts• Laces
Vans also has its own customizer where it allows people to chose which shoes they want to customise and pick patterns, colours, materials and stitching . This makes their products more personal with the consumers and makes them feel like they have some control
One of vans unique selling points is that it does many collaborations with other brands/ companies and artists they even do collaborations with Charites to raise awareness . They make limited shoes making a high demand for them.Some collaborations include Star wars , Supreme , Disney and Odd Future
COMPETITORS
Vans is a well known brand that majors in a lot of different
areas when it comes to clothing. This also means that
there are a lot of other companies that are doing the
same this as the vans company. 2 companies that are
currently the vans companies biggest competitors are
converse and Nike SB which are two also very big and
well known companies.
Converse - Converse are an American shoe company
that consist of sportswear and lifestyle brand footwear.
Converse has been around ever since 1908 and in 2003
the company was purchased for $305 million as a
subsidiary by Nike Inc. One of there most known and
legendary models of converse are the Chuck Taylor which
was well known by a lot of the youth. Knowing that there
model of sneakers was very well known they remade the
model and made the Chuck Taylor II.
Nike SB-Nike skateboarding, also known as Nike SB, is the a line under Nike Inc that supplies shoes, clothing and equipment for skateboarding. In 1997 Nike Incdecided to reach out to there skateboarding community and made its own line for skate shoes but because of there competitors at that time like DC, Globe, Vans etc. they was not able to fully lift the company off of the ground. Later on in 2002 Nike SB released the Nike SB Dunk Low model which had a padded tongue and collars and a similar sole to the major skateboarding trainers and that one model was the model that launched off Nike SB’s career and has now made them one of the best skateboarding trainer companies along with vans, converse, DC etc.
