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  • June 2002
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Vans: Skating on Air

By: Youngme E. Moon and David Kiron
  • Format:Print
  • | Language:English
  • | Pages:22
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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.

Keywords

Brands and Branding; Product Launch; Demand and Consumers; Product Development; Value Creation; Apparel and Accessories Industry; Retail Industry; California

Citation

Moon, Youngme E., and David Kiron. "Vans: Skating on Air." Harvard Business School Case 502-077, June 2002.
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About The Author

Youngme Moon

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