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1、Brand IntroductionBrand CharacteristicShoes SeriesVans Competition In 1966, Paul Van Doron and his three partners created Vans in California, America In 1966, March 16th, in Anaheim, Broadway East 704, Vans opened its first retail store. Van Doron Rubber Company (the companys original name) has its
2、own shop, at that time is the one and only. The opening of the first day, 12 customers in the shop, and bought the day rushed out shoes in the afternoon.Back Vans founded only 40 years, unlike Converse nearly a hundred years of history, but Vans is dominating the square street in the street communit
3、y, many extreme sports game players are fond of Vans. Vans has a vast series of movement, from the skateboard, surfing and skiing to bike, have Vans cross foot place. Vans started skateboarding brand at first, today it has become a world famous street fashion brands and fashion brands, even cross-bo
4、rder cooperation with fashion brands. Vans is a leader of extreme sports and youth culture brand. For Vans, Extreme sports = skateboarding, surfing, skiing, wakeboarding, BMX, motocross. Young culture = extreme sports, art, music, street culture.Back*Authentic *Era*Old Skool *SK8-Hi*Slip-On *Half Ca
5、b In 1966, Vans produced the first pair of shoes: Navy Blue Authentic. Surfing in the early 60 in California began to prevail, surfing members decided to surf to land, so they started skateboarding. The riders that Vans production waffle outsole can be very good and slide. We saw many riders choose
6、Vans brand, we found the skate market space. So in 1966, Vans became an original extreme sports shoe company. In the early 70s, we can see the surfer and skater who wore Vans shoes in every corner of southern California.Back In 1976, the worlds first professional skateboard shoes E r a w a s b o r n
7、 . Designed by Tony Alva and Stacy Peralta , Era based on Authentic, the thickness of the sponge pad, can buffer the riders better. This pair of s h o e s i s a l s o b r e a k i n g t h e monochromatic upper sixtys design.Back In 1977, Old Skool was born, it is the first double the iconic side stri
8、pes shoes is Vans first double containing leather shoes. Side stripes is the brand founder Paul Van Doren Paul Van Doron hand painting patterns have become a classic symbol of Vans, let Vans shoes more eye-catching, unique. In 1978, SK8-Hi was born, it is high for Old Skool, the continuation of the
9、iconic side stripes. The shoe heel when thickened, so riders could in the bowl games get more protection. Now, we will often use the shoes and bands, artists and street artists. In 1979, a pedal Slip-on for the first time, for love and promote the many skateboarders and BMX fans, to become the new d
10、arling street from all walks of life. The black and white checkerboard pattern inspired by each month in southern California for small friends organized a drawing competition. To make the checkerboard Slip-On true red sky on 1982 released a youth campus comedy open USA University. Off The Wall is th
11、e spirit of the actor Sean Pam in the Slip-On appearance of a feature in the film. In 1991, Steve modified version of the Caballero Half Cab was born, when some skateboarders in order to make a more flexible action in the bowl pool, the high design to the upper cut, Vans according to the demand of t
12、he launch of the Half version of Cab game player. (Half is the half of it.) Since its launch, this shoe has been by virtue of its excellent shape and thick feeling, widely promote in the world skateboarders Effective core competitor Vans is also from the Converse America. In fact, the domestic fashi
13、on casual shoes consumption, Converse shoes have long become a common practice, Converse shoes popular also caused such as Vancl (guest), double star and other domestic brands of copycat of the wind. Converse canvas shoes has become a symbol of fashion life style and the pronoun. If you want to win
14、the skateboard shoes lifestyle market success, Vans must face Converse competition. Vans and Converse are the same as the young culture, but the Vans will core user location in 19 23 years old. From the price interval, 80% products Converse sales were 400 yuan, 50% of the products are in 300 yuan of
15、 the following, Vans product price increase of 100 yuan. Vans China responsible person said, from 19 to 23 years old in this phase of the consumer, because they are in a special stage connecting - on his previous younger consumers have a certain influence, also has the certain connection for professionals. They can be more fashion elements to influence in communication to more people. And, compared to younger consumers, they also have a greater consumption capacity.
