About Brand
vans Vans, founded in California in 1966 as the Vans Doren Rubber Company, is a stalwart of skate culture, a shoe-as-signifier of iconic subcultural connotations. The flat, honeycombed rubber sole that was the company’s founding innovation travels beyond its original, iconic low-top slip-on skate sneaker: Vans produces endless variations on its timeless high-tops, mid-tops, and iace-up sneakers in canvas and leather. With an ever-expanding array of colorways, Vans sneakers remain a classic as easily styled with elevated eveningwear as with casual menswear and atheltic gear.
key years 1966 Paul Van Doren founds Van Doren Rubber Co. 1979 Vans slip-on shoe is introduced. 1984 Vans opens manufacturing plant in Orange, California 1988 Pual Van Doren sells company to McCown De Leeuw & Co. in leveraged buyout 1993 Gary Schoenfeld is named president and CEO 1995 Vans shuts down manufaturing facilities in Orange 1998 Vans skateboarding park opens in Orange, California 1999 Vans joins with Pacific Sunwear to form VanPac, a joint venture to market skateboarding apparel.
SWOT analysis
S
O
-Vans has maintained and establised their business and idendtity. -Wide range of shoes sizes, including baby to adult. -Reasonable price -Various products and options for customer. -High quality products.
-Making collaboration with many kind of brands to be wider brand. -Make wider and bigger online market. -Connection with sports or event teams.
W
T
-Vans has too much focusing on skateboarder’s style. -Vans has limited design.
-Many competitive situations with other brands who has similar positioning. -Growing brands who has similar design and cheaper price.
PESTLE analysis P
T ‘Brexit’ issue: ‘ United Kindom European Union membership referendum’ will be achieved. - Possibility of UK can withdrawal from EU may causing social, political unrests.
E
According to ‘ VF ’, expected five-year compound annual growth rates for Vans on the America, EMEA and Asia are 10%, 20% and 25%.
New fabrictech could bring biggest business change to Vans E.g. low-price waterproof fabrics, combination with eletric tech, Bio-fabric ETC
L
Economic crisis in China brought depreciation of stock price in East Asia
S
Nowdays, people who want to wear and live freely and comfortablely are increasing, which mean is that number of people who suit at Vans’ lifestyle are increasing. Many highend fashion brands E.g Gosha,Vetement.. are collaborating with sports brands.
As a global company, they determine their income tax liability in various tax jurisdictions based on an analysis and interpretation of local tax laws and regulations. This analysis requires a significant amount of judgment and estimation and is often based on various assumptions about the future actions of the local tax authorities
E Project ‘Vans Sole’- Since 2012, Vans has doubled waste diversion at thier Cypress, California headquarters. They recycled ove 50% of their waste in 2014. Every each year, their goal is to reach higher percentage more than last year
Positioning
CUSTOMER DEMAND
AWARENESS PRICE
FUNCTIONALITY
Positioning
High Price
High Fashion
low Fashion
Low Price
Shop Report - Grand Arcade, Cambridge window display When I went to the store, at that time, current season was sale season, therefore there were only sale displays that makes us to know about sale. That display makes us to get into the store because of the word ‘sale’.
location
Grand Arcade in Cambridge is the biggest department store in Cambridge. And location of Grand Arcade is very center of Cambridge, so people can come easily.
product display
Whole of products were separated into each sections , shoes, bag, clothes, socks and belt or cap. Also whole of furniture are wood.
interior
On the wall, there are some pictures and painting about Vans, which are some pictures about their products randomly and painting shows some skateboarding. Its make atmosphere of store. Also woody interior makes atmosphere.
Shop Report - Carnaby street, London location
window display
Carnaby street located at very central London, and there have lots of shops. Also there have big Department stores; Selfridge , Liberty ;nearby the street. Therefore, there are very many people who came out for shopping.
Same as Cambridge store, according to sale season, there are some advertisement about sale, poster and some displays. That explain amount of discount. Also it makes people to get in. exhibition display
Second floor was for boys. There were some shoes and clothes for boys. Also there were small boards for kids. However, furniture and interior were not different with the other area. second floor
Interior, furniture and product displays are same as Cambridge. But , in Carnaby street store, there are some different with Cambridge store. There were some displays that made by old products of Vans. It was very good to see history of Vans, and could see how products were developed.
When the brand was first established the target customers were, teenager people who ride a skateboards and a young man who needs a tool to express his originality and individuality. But, current target customer is that freewheeling 10’s and 20’s , and ‘ Trend setter ‘ who pursue street fashion, they prefer to purchase practical and comfortable shoes. Also almost the Vans customers are boys or young men. Therefore Vans keep make collaboration with animation like ‘ Toy Story’ and ‘ Hello Kitty’ to attract more female customers.
Target Customer
Brand Analysis - 4 P Product
Menswear
Womenswear
Shoes Low-top shoes - Hi&Mid-top shoes Slip-on shoes - Skate shoes - Lightweight shoes - Winterized shoes - Snowboard boots - Laces
Shoes Low-top shoes - Hi&Mid-top shoes Slip-on shoes - Lightweight shoes - Winterized shoes - Snowboard boots - Laces
Clothing T-shirts & Tanks - Shirts - Sweaters & Hoodies - Jackets - Trousers & Denim Accessories Backpacks - Hats & Beanies - Sunglasses - Socks - Wallets & Keychains - Belts - Laces
Clothing Top & T-shirts - Sweaters & Hoodies Shirts - Jackets - Dresses - Bottoms Accessories Backpacks - Hats & Beanies - Scarves & Gloves - Sunglasses - Socks - Wallets & Keychains - Laces
Kidswear Boys Infant @ Toddler (0-3 years) Little Boys (4-12 years) Girls Infant @ Toddler (0-3 years) Little Girls (4-12 years)
Price Shoes - £22 - £250
Shoes - £22 - £250
Jacket - £75 - £160
Jacket - £65 - £160
T-shirts & Tanks - £25 - £65
Top & T-shirts - £20 - £30
Little Boys Shoes - £30 - £42
Sweaters & Hoodies - £50 - £90
Sweaters & Hoodies - £45 - £65
Clothing - £20 - @100
Trousers & Denim - £55 - £70
Bottoms - £25 - £70
Accessories - £10 -£30
Dresses - £40 - £50
Infant @ Toddler Shoes - £25 - £37
Brand Analysis - 4 P Promotion Vans does not have a whole lot of TV commercials, but they have many banner ads on all sorts of websites. They advertise their clothes in lots of different magazines too. Also, Vans hosts many events ; Rock festival, House of Vans ; . In these events, they has free promotional items and some small events. Lastly, Vans give their products to skateboarders who has friendship with vans (Crew). They give un-released products to the crew, which makes kind of advertising.
Place Vans currently operates many stores in 75 countries. in UK, there are more than 20 stores, and 6 stores in the London including Flagship store. Also in London, there are ‘House of London’ ,which is for skateboarder , and do some events sometimes. Also, in all of the multi brand shoes store ; Size, Office... ;, we can purchase almost of shoes product at the stores.
A scene from "Vans 'Off the Wall' 1966" movie | Source: Vans
Vans x marc jacobs
Vans -
Collaboration Vans x Supreme Vans x Gosha Rubchinskiy
Vans x fear of god
Vans x Takashi Murakami
Vans x Wtaps
Vans x kenzo
Vans has done lots of collaborations with other brands ;Supreme, WTAPS, Gosha Rubchinskiy....;. Also Vans does collaborations with artists like Takashi Murakmi. Reason why many of brands and artists do collaborations with Vans is that shoe design is very good and easy to put thier design and thier identities.
Marketing Idea
Gosha rubschinskiy - collaboration
Gosha Rubchinskiy - Kappa (17 spring -summer) Gosha Rubchinskiy - FILA (17 spring -summer)
Gosha Rubchinskiy made collaboration with 2 sports brands FILA and Kappa at 17S/S collection. They made T-shirts, roll neck T-shirts, sweatshirts, shoes, hoodies and socks. Whole of clothes are priced expensive than the brands clothes price. When the sports brands FILA and Kappa did not have connection with Gosha Ru bshinskiy, they were just a sports brand in people’s think. But after the collaboration, they become a fashionable clothing to fashion people. Therefore the two brands made many possibilities in fashion industry. So we can know that if a brand that was just sports wear brand makes collaboration with high-end brands, they can get possibility to get into high fashion industry in my opinion.
Marketing Idea
LOGO
vans x gosha rubchinskiy
shopping bag
Vans made collaborations with Gosha Runchinskiy few times before. But they made shoes collaborations only, never made any clothes. Vans’ collaborations were always focusing at shoes because their clothes are not main products. So if Vans makes collaboration with high fashion brands like Gosha Rubchinskiy for clothes, customer will be attracted to Vans’ clothes.
Marketing Idea
poster
window display
REFERENCES
2015 annual report(VF) Available at : http://www.vfc.com/news/media-assets (Accessed : 20 / 01 /2017 ) Propeller-photo Available at : http://sites.vans.com/microsites/aem/propeller (Accessed : 26 / 01 /2017 ) Red skateboard Available at : https://encrypted-tbn1.gstatic.com/ (Accessed : 26 / 01 /2017 ) Walking woman Available at : https://encrypted-tbn3.gstatic.com (Accessed : 26 / 01 /2017 ) 2014-3.jpeg Available at : http://images.vans.com/is/image/VansBrand (Accessed : 26 / 01 /2017 ) Vans logos Available at : http://logodatabases.com/wp-content/uploads/2012/03/ (Accessed : 18 / 01 /2017 ) Keds logo Available at : https://upload.wikimedia.org/wikipedia/en/7/79 (Accessed : 18 / 01 /2017 ) Nike logo Available at : https://upload.wikimedia.org/wikipedia/commons/thumb (Accessed : 18 / 01 /2017 ) Adidas logo Available at : https://s-media-cache-ak0.pinimg.com/originals/ (Accessed : 18 / 01 /2017 ) Dr Martens logo Available at : https://i.ytimg.com/vi/VIygMEwQ-Nw/ (Accessed : 18 / 01 /2017 ) Reebok logo Available at : http://www.logospike.com/wp-content/uploads/2014/11 (Accessed : 18 / 01 /2017 )
Converse logo Available at : https://encrypted-tbn0.gstatic.com/images?q (Accessed : 18 / 01 /2017 ) Vans products , prices Available at : https://www.vans.co.uk (Accessed : 20 / 01 /2017 ) About Vans Available at : https://www.ssense.com/en-gb/men/designers/vans (Accessed : 20 / 01 /2017 ) History of Vans Available at : https://www.vans.co.uk (Accessed : 21 / 01 /2017 ) Vans store Available at : http://freemagz.com/uploads/gallery/article/5246/ (Accessed : 20 / 01 /2017 ) Gosha clothes (FILA) Available at :http://www.doverstreetmarket.com (Accessed : 01 / 02 /2017 ) Gosha clothes (Kappa) Available at : http://d1gb2jjgc1xisz.cloudfront.net (Accessed : 01 / 02 /2017 ) Vans colaboration shoes Available at : https://pmcfootwearnews.files.wordpress.com (Accessed : 29 / 01 /2017 ) Gosha boy Available at : https://svmoscow.com (Accessed : 29 / 01 /2017 ) Shopping Bags Available at : https://encrypted-tbn0.gstatic.com (Accessed : 02 / 02 /2017 )