Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 22 June 2002
Length: 22 pages
Data source: Field research
Abstract
Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines that are struggling - the outdoor line of hiking shoes and the women's collection. More broadly, Vans is currently embarking on a number of new ventures, some of with which the company has little experience. For example, Vans is in the process of promoting a full-length movie, creating its own record label, and working with video-game developers to develop games based on its sporting events. Traces the up-and-down history of a niche fashion brand in a market in which consumers are notoriously fickle. In recent years, the CEO appears to have revived the brand; however, it is unclear whether the company is in danger of losing its hardcore customer base as it ventures into the consumer mainstream.
Location:
Size:
USD350 million revenues, 1,700 employees
Other setting(s):
2002
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 22 March 2006
Length: 24 pages
Data source: Field research
Spanish language
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 22 June 2002
Length: 23 pages
Data source: Field research
About
Abstract
Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines that are struggling - the outdoor line of hiking shoes and the women's collection. More broadly, Vans is currently embarking on a number of new ventures, some of with which the company has little experience. For example, Vans is in the process of promoting a full-length movie, creating its own record label, and working with video-game developers to develop games based on its sporting events. Traces the up-and-down history of a niche fashion brand in a market in which consumers are notoriously fickle. In recent years, the CEO appears to have revived the brand; however, it is unclear whether the company is in danger of losing its hardcore customer base as it ventures into the consumer mainstream.
Settings
Location:
Size:
USD350 million revenues, 1,700 employees
Other setting(s):
2002
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 22 March 2006
Length: 24 pages
Data source: Field research
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 22 June 2002
Length: 23 pages
Data source: Field research