You can often see people skateboarding on the streets or holding skateboards on the subway. When you observe closely, you can realize all those people are commonly wearing the same brand of shoes. A shoe that has a slightly curved simple line or with patterns or different colours represents Vans. Vans been loved by a lot of generations for ages. This brand represents freedom and rebellion.
1. Beginning of Vans
In 1966 Paul Van Doren, his brother James Van Doren and Gordon Lee opened the first Vans store brand at 704 East Broadway, Anaheim, California. On the first day of opening the store, they had displayed three pairs of shoes, and each of them had different design. On the first morning twelve customers shown up. Surprisingly all the twelve customers were willing to purchase the shoe. But the store didn’t have enough shoes for all the people because they only had three pair of shoes, which was the displayed products. Even though Vans didn’t have enough effect they managed crisis into opportunity. At that time, Vans’ self-produced shoe was their characteristic. Moreover, they would receive orders from a customer in the morning and then manufacture the shoe and hand it over to the customer in the afternoon. To satisfy all the demands Vans, decided to give all twelve customers a special service which was making a customized shoe with any colours the customer wanted and placing them in any position, and the customers would receive the custom-made shoes they requested in the afternoon. This movement was the beginning of customizing culture in Vans. In 2004 Vans launched Vans customs on the Vans website. Now there are Vans store with customizing zone all over the world. Customers could use their creativity to make only their shoes. In Korea, not much, but there are some Vans stores with customizing zone. When customers enter the area, they can experience a lot of ways to create designs, such as silk printing, painting, studs, chains etc. The biggest advantage is that everything is free with good quality and various materials.
2. Designs of Vans
Since Vans has a long history, they have various types of design. Starting from 1966, vans started announcing the first lineup ‘authentic.’ Authentic is a popular design. Even though it has been 66 years since the authentic came out, it is still beloved. In 1976 shoe with a padded collar and various combinations of colours designed called era was shown.
In 1977 based on leather material to increase durability, old school was released. What started as a random doodle by Paul Van Doren was originally referred to as the “jazz stripe” and has become the unmistakable hallmark of the Vans brand. It is now known as a checkboard these days. Next developed version of checkboard, slip on has come out. According to Vans official site, Vans Classic Slip-Ons gain international attention and appeal when they are worn by Sean Penn in the film Fast Times at Ridgemont High. 1978 sk8-hi was released. To prevent skateboarder’s ankle injury higher version of the old school that covers the ankle was removed. 1988 half cab mountain edition 1993 snowboard boots 2004 vans customs and in 2012 LXVI line with Ultra-Cush Lite technology was announced. Ultra-Cush Lite is a custom blend of foams designed to provide superlight cushioning. Currently, manufacturers with sustainable fabric are coming out in keeping with times as global warming is getting severe. Aim of using sustainable materials to prevent environmental pollution. Among all designs old school, authentic, and slip-on are the most popular designs in the present.
3. Vans’ Success
When Vans had success was between 1960 and 1970. According to the whole society and political circumstances of the U.S made Vans run a measure of success. At the end of the 1960s, due to the aftereffects of the Vietnam war, circumstances in the U.S was filled with complaints. During this period, teenagers were out on the street campaigning against the Vietnam war and building their own rebellious culture. They have referred to this revolutionary culture, it’s named as dog town era. Teenagers were expressing themselves by riding skateboards and drawing graffiti. Accidentally color arrangement customizing culture of Vans suited well with skateboarders because they were focused on telling their colours. Everybody who would ride skateboards loved Vans in earnest, and Vans became popular. In 1970’s popularity went massive. At that time, young generations were rebellious and had creative individuality. When adults would neglect the young generation’s personality, on the contrary, Vans would respect their originality and incorporate more new designs and functions on shoes. The brand developed its product with a waffle-shaped thicker soles from skateboarders’ demand. New design prevented shoe slippering on skateboards. The product is made of tough canvas and thick cushion, so the shoe itself is strong. In addition, compared to the good quality, the price was low. Also, in this era, Vans slogan off the wall makes its debut. This motto was from the slang when skateboarders do tricks on an empty pool. By the end of the 70s, Vans had 70 stores in California and continued selling through dealers both nationally and internationally.
4. SWOT of Vans
Strength
-Clear niche market: Vans has been concentrated the young generation who enjoys active leisure sports like snowboarding, skateboarding, and surfing, so they would have professionalism and awareness to those specific customers and establish itself as a trendy brand with street sensibility.
-High customer loyalty: Since the brand is focused on solving problems from specific clients. For example, the brand makes products that prevent ankle injury for skateboard clients who skateboard.
-Unique design: Vans has several designs such as slip-on, old school, checkerboard, etc. These designs highlight Vans’ individuality and are recognized.
Weakness
-Male customer oriented: Primarily focused on the active sports market, 65% of customers are male.
-Low profile in emerging countries: Global brands like Nike and Adidas have high awareness and are focusing on emerging countries like India, but the lack of awareness makes Vans, feel difficult to advance in emerging markets.
Opportunity
-Growth of sneaker market: Every year Vans, shows a 7% of annual average growth in the sneaker market with steady growth.
-Positive market outlook: Inside domestic collaborator products and limited-edition products craze are booming, and people are willing to purchase.
-Retro craze: According to retro fever is showing the phenomenon of returning customers aged the 40s who are the first generation of Vans.
Threat
-Global sneaker brand like Nike and Adidas has made their skateboard line up which threatens Vans’ market share.
In conclusion, Vans has a strong individuality, and the brand has been maintaining its theme very well. As time change rapidly, new trends keep coming up, and now people are more focused on having individuality rather than just purchasing or doing high-demand of things. Vans do fit its current direction and hope they could use this opportunity to spread out its brand.
Reference
Wikipedia. (28 February 2022). Vans. Available: https://en.wikipedia.org/wiki/Vans
Vans. A BRIEF HISTORY OF VANS: “OFF THE WALL” SINCE ‘66. Available: https://www.vans.com/en-us/company/history#2017
Hitesh Bhasin. (February 3, 2020). SWOT analysis of Vans. Available: https://www.marketing91.com/swot-analysis-of-vans/
