VANS
"OFF THE WALL"
How will the person who agrees to buy/interact with Vans life improve?
Personal
- Allows customers to relate with the brand and its rugged individualist mission
- Staying on trend
- Vans has recently become a $2.3 billion powerhouse company (on trend)
- VF Corporation’s largest and fastest growing brand
- Grown popular due to authenticity of brand and combination of affordability for the quality
- As compared to competitors, prices remain reasonable (about $60 for a typical pair)
- Meets expectations and does what it is meant to do
- Has unique cross-hatch design which helps skaters grip to the board
- Durability
- Made with a durable rubber sole that can withstand wear and tear
- Long lasting materials reduces the chances of having to replace the shoe
Personal
- Inspires widespread movement of pursuing personal individuality
- Consumers can feel free to be who they are
- Brand is associated with positive celebrity influence and nationwide fascination
- “Damn Daniel” viral video and following Ellen appearance
- Implemented company-wide sustainability efforts to lead other companies in the simple ways to go green
- Green Sole Operations
- LEED Platinum Certification in headquarters
- Headquarters powered by 4,000 solar panels that prevent 440 metric tons of CO2 emissions per year
- Zero waste to landfill distribution centers
- All Vans stores used LED lighting (using 40% less energy than alternatives)
- Recycle 11,000 lbs of cardboard each day
- Economic accessibility
- People of different statuses can afford their products (without limitation of high costs)
- Doesn’t increase prices due to high demand, like most competitors
- Have remained at $60 per pair since the beginning
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