Vans Sneaker Company

How much do you know about Vans? Van’s was originally for Southern California Skateboarders but since 1966 the Vans company has grown and expanded. Vans is a great example of target marketing and adapting to new trends and generations. 

As talked about in Sharon Lee Thony book The Marketing Campaign Playbook, the first thing to do when figuring out marketing strategies is, “consider what problem your product or service solves.” In this case, it allows a community of outsiders to be apart of something. And they have stuck to that idea since the beginning.

Over the years, the audience has expanded into different subcultures like surfers, snowboarders, BMX, and just people who believe in self expression and authenticity. The Van’s Brand has tried to build a community of individuals who view hobbies as not just an activity but a lifestyle. This appeal to misfits and outcasts have created a loyal customer base.

This brand has had the ability to stay up to date with their target audience throughout generational and social changes. Younger customers like Gen Z and Millenials are now the largest supporters of the brand and it’s because the brand finds ways to stay relevant.

Vans stays updated on trends and really resonates with a wide range of consumers with a similar viewpoint on life. They keep tapping into new subcultures, it creates a high level of brand loyalty. In sticking to its roots the brand is successful in marketing the shoes and apparel to both male and female customers. With the brand supporting Core Sports and various entertainment events, such as skateboarding, snowboarding, surfing, wakeboarding, freestyle motocross, and multiple music events they grow and reach a wide audience all across the world.

Crazy how they started as just a small skateboarding shoe company in SoCal?

Sponsoring events has been a large contribution factor to Vans’ marketing strategy success. The brand has a more than 50-year history of sponsoring music-related events that position its brand as the authority on pop culture and the skateboarding world. These events not only increase brand visibility but also foster a sense of community among attendees. From skateboarding competitions to music festivals, Vans ensures its presence is felt.

By creating engaging content and interactive campaigns, the brand ensures it remains relevant among younger demographics. Vans frequently uses Instagram, TikTok, and Twitter to showcase new products, share user-generated content, run interactive campaigns and promote events.

Future trends in Vans’ target market include the emergence of new subcultures, increased technological integration in products and marketing, and a stronger emphasis on sustainability efforts.

Vans have become such a large part of the youth of American culture. 

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In 1982, Vans Classic Slip-Ons gained international attention and appeal when they were worn by famous actor Sean Penn in the film Fast Times at Ridgemont High. An overall a cult classic film that had a lot of related characteristics to a generation’s culture. What a great way to engage teens that wanted to be like spicoli?

Then in 1988, Vans partnered with Steve Caballero (Famous Professional Skateboarder at the time), for the first signature skate shoe. The Shoe was design called the Half Cab and was considered the most influential skate shoe for its time.

In 1993, the Vans brand knew they needed to widen their reach from the beach to the mountains with the Vans Snowboard Boot in the fall ’93 / winter ’94 snow season. 

Vans began creating the world’s leading action sports series with the purchase of the Triple Crown of Surfing

In 2000, the Vans Triple Crown Series included events in skateboarding, BMX, surfing, wakeboarding, snowboarding, freestyle motocross and supercross.

Vans assists with the film production of “Dogtown and Z-Boys,” which is Stacy Peralta’s (Professional skateboarder and surfer with the Zephyr Competition Team) look at the beginnings of skateboarding and the personalities that evolved the sport. 

The film is narrated by Sean Penn. 

After that expansion they knew there were so many other outsiders that would love the shoe.

In 2001, Vans bought a controlling interest in what is now the Vans Warped Tour, the longest running concert series in America. This expanded there reach into the world of music and targeted the youth of America through the pop punk movements. 

In 2003, Vans launched the Vault by Vans collection, offering a timeless look mixing the world of high-fashion and premium design to Vans’ classic silhouettes.

In 2006 , Local to San Diego, Pro skater Anthony Van Engelen became the first team rider for Vans Apparel

In 2008, Vans first surf team rider Joel Tudor, who spanned decades in the sport and is one of the greatest longboard and highly respected Pipeline Surfers, signed onto Vans’ apparel program.

In 2013, Vans became the title sponsor for the US Open of Surfing in Huntington Beach, California

Spring 2014 The Beatles Yellow Submarine by Vans collection inspired by the iconic artwork from The Yellow Submarine album is released and helps grab a whole new musical genres audience. They really continue to widen the audience base by appealing to pop culture.

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This brand from the beginning has been all about custom audiences and it works for them. The website’s landing page really stays true to the brand’s identity. And in addition to that their social media platforms have a good mix of both paid and organic advertisement. The brand sticks to its underlying community.

These campaign posts plus all the user engagement help cultivate return customers. In understanding trends and their target market the brand is able to grow and expand and evolve with the customer base. That’s how they come up with what kind of event to sponsor and what athletes to promote new products.

This brand retargets people by being an involved part of the community. Being a force in the movie, tv, music, and sports industry has helped gain a large audience and aide in retention of past customers. 

Vans can take an opportunity to find lookalike audiences with Converse and Doc Martens. Over the past few years Converse have really elevated their designs so that return customers who have grown up a little bit have a more appropriate shoe for their ages. This could help regain engagement with the past generations that used to love the brand.

With Doc Martens lookalike audience Vans can target the LGBTQA+ movement more. Making more designs that help people express how they feel, weather that be with a new design or a different targeted campaign.

A high source audience will stem from other groups of people who don’t necessarily fit into the mainstream world. This could include theater kids, anime fans, and even esport players. 

Vans is the spitting definition of audience segmentation, they have a campaign for each and every area that they are a part of. Whether it’s Vans Warped tour for the music lovers or the BMX Games for the biking community and everything inbetween. They’re targeting each subculture in a different way that hits that exact group of people.