Vans Swot Analysis

998 Words 4 Pages
Credibility & First-mover Advantage: Vans Maxed first-mover advantage would be the new, innovative range of Vans that is not directed to the skate scene, but directed to the gym and athletic scene. It will broaden the brand, creating a hype, as they have never done this before.

Long-term Perspective: Vans could use the new waterless dye technology called ColorDry. It is better quality, reduces cost and less dependence on constrained innovation (Godelnik, 2013). On average, 18 gallons of water is used to process one pound of textiles. More than 18 billion pounds of polyester dyed annually. When these figures are multiplied, you get 1.3 trillion gallons of water required for the dyeing process of polyester (Godelnik, 2013). The ColorDry invention
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For example, Vans have sponsored the “Warped Tour” music festival since 1995, which is an excellent way of getting their name out (Eric and », 2012).

Vans Maxed Strategy- To reposition themselves from the extreme sport scene, and target people that are interested in athletic sport. They can do so by sponsoring athletic sport events, sports teams and public figures that are popular to the target market.

Vans Purpose, vision and mission is appropriate to the target market for Vans Maxed, as those in this target market all want a comfortable shoe for sport enthusiasts, and they also want to be able to express themselves through their shoes.

Clarify Strategy:
Project Description/Overview- The goal of the advertising is to become the worlds leading supplier of sports shoes and bring in an “athletic” crowd as opposed to the extreme sports scene. Also, to show purchasers that they can have an “Off the Wall” experience with Vans Maxed.

Objection- Bring out the Athlete in the younger generation and to become a brand that is for everyone. The goal is to increase athleticism around the
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In just 10 years, the action-sports brand has gone from about $320 million in revenue to $2 billion, a growth rare in an industry that has seen its share of downfalls in recent years (The Orange County Register, 2015). The latest figures put Vans on top of the food chain for the action-sports industry, surpassing surfwear giants like Quiksilver and Billabong, In 1988, Vans was sold to a private equity firm for $75 million, and it went public by 1991. In the mid-’90s things had got tough when Vans closed its Orange manufacturing plant and laid off 900 workers, moving its production overseas (The Orange County Register, 2015). 
The executives at VF Corp. had taken notice of Vans, and in 2004 bought Vans for $400 million. Three years later, Vans moved back to Orange County to a new headquarters in Cypress (The Orange County Register, 2015). Vans currently have $2 billion in revenue, up 17 percent from the year before. In the fourth quarter, revenues were up 20 percent in the American region and up more than 50 percent in the Asia Pacific region (The Orange County Register, 2015). In 2011, Vans owned 310 stores around the world. Today, They have 340 stores in the U.S., 22 in Mexico and 9 in Canada. Southern California is home to about 50 stores, with about 24 in Orange County. It employs about 8,000 people worldwide, 6,600 of them

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