table of contents
History of vans.........................................................................................................................5 Demographics....................................................................................................................................7 target customer........................................................................................................................8 WGSN TRENDS....................................................................................................................................9 Inspiration..........................................................................................................................................11 Color story...................................................................................................................................13 Lineup........................................................................................................................................................14 SPEC PACKAGE................................................................................................................................15 RETAIL MARKUP..............................................................................................................................16 works cited...................................................................................................................................17
history of vans Coining the term “off the wall”
during the mid-70’s when lords of dog town members, Stacy Peralta and Tony Alva were in Vans Santa Monica stores and riding pools everyday. No one was going out of the pool until Alva did it. Stacy called him on it saying, “Man you just went off the wall.” It began to be a catch phrase that stuck. From here Vans developed their first skateboard logo they called, “the turtle” becoming the first real symbol in action-sports. In the early 1960’s Paul Van Doren, gained experience by manufacturing a shoes at Randolph rubber company. After 20 years he invested his time in starting his own plant. Instead of selling to retailers he decided to sell shoes he manufactured to the public, founding Van Doren Rubber Co. Partnering with Serge D’Elia, an investor in Japan they built a factory and opened their first 400 square foot retail store in Anaheim in March 1966. Having everything they needed to make the shoes, from the mill room to the warehouse. This is where they distinguished their infamous waffle sole.
1982, was where Vans gained international attention and appeal when the checkerboard slip ons were worn by Sean Penn in the film.
Even with the core of Vans in 1984, selling their wide range of products the Vans offers drained the company. With this they filed for Chapter 11 bankruptcy. Doren notified all employees they will need to cut back on everything but the quality of the shoes. In a matter of three years, Vans paid back all creditors and remerges from their 12 million dollar debt.
From here, Vans has grown to be a globally known company. Being recognized not just for their shoes but they culture they have acquired along the way. In 2001, they bought controlling interest of what is now known as Vans Warped tour, the longest running concert series in America. Products ranging from the classics to apparel for men, women and children, Vans continues to grow as one of the top leading action sports brands.
Demographics
In an interview with the Business of Fashion in 2014, “Vans is run emotionally” Kevin Bailey stated. Current president of the action-sports division at VF Corporation who owns Vans and other outdoor brands such as the North face, Timberland and Wrangler. He continued to state, “which has allowed the brand to remain sustainable for a period of time.” The company has since then revamped their brand strategy. By investing time and money on consumer insight and strategy, they were able to fund an 18-month survey of the company with 26,000 consumers in 12 countries. The results gave them the ability to define a new target customers as “Expressive Creators.”
Target Customer
Rebekah Willis 24 Owned her first pair of Vans at 7 when she first started skating Graduated from FIDM in 2012 with a BFA in Merchandise Marketing Public Relations Assistant for Shirt Party Goes to Santa Cruz on the weekends to surf with her boyfriend Enjoys listening to Mac Demarco, Andre Nickatina and Tycho
Wgsn Trends
Inspiration
line up
Color story
Flats
spec package
Retail Markup
WORKS CITED
Behind the Vans Boom. (2014). Retrieved March 2, 2016, from http://www.businessoffashion.com/articles/intelligence/behind-vansboom History. (n.d.). Retrieved March 1, 2016, from http://www.vans.com/ history.html#1977 OneSource. (n.d.). Retrieved March 3, 2016, from http://www.onesourcedocs.com/ Reference for Business. (n.d.). Retrieved February 13, 2016, from http://www.referenceforbusiness.com/history2/77/Vans-Inc.html WGSN | Creating Tomorrow | Trend Forecasting & Analytics. (n.d.). Retrieved March 4, 2016, from http://www.wgsn.com/en/
rylie healy & Jordan Dabney private label development winter 2016