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in the multi billion dollar global market is big brand shoes, even the big stars occupy, and decided to take a small brand strategy considering Vans.
only sports shoes, in the United States last year will have a huge market for $21 billion, a figure from the National Sports Association (National Sporting Goods Association) -- composed of sports giant Nike Nike led Adidas Adidas and Under Armour brands. However, in this seemingly homely food market sports star endorsement field, Vans the VF Group subsidiary, has quietly grown into a giant $2 billion worth of.
But in the
by the public and the famous star athlete endorsement market dominated culture (it may even become some of the company's brand value, but Vans way) through a special way with other competitors, its 21 consecutive quarter gained a significant rate of increase of two in number, and never through the stars endorsement increase sales.
"we should look at this problem from the angle of reality," VF Vans, President of extreme sports and Kevin Bailey (Kevin Bailey) said, he recently told reporters in an exhibition hall of Vans company in New York. Vans since its inception in 1966, has become an iconic brand California skateboarding and surfing, such as Bailey Vans: "(a) very pure product (Very Simple Product)."
"we have many stars, musicians, artists and athletes, they love our brand," the state of New Jersey as a Nike retail business director local residents said.
Bailey admits that sometimes the public and popular star athletes in the brand to win and play a key role in the trust of customers, such as LeBron James, Kobe Bryant / Lebron James / Kobe Bryant and Kanye West last February when Kanye -- he was alone, Adidas launched a new name, the price of US $350 to the Yeezy Boots? The shoes sold out within a few days. The star of the success of the strategy, Vans is not blind.
"at Vans, we never often to other brands or star said," Hey dude, we think of a conjunction! Or we designed for you to design a shoe, you are responsible for sales out of it "," Bailey said, "we never do so, even more, when they approached the door, we also will refuse, because we know that this is not for us."
"we want them to use an organic method (Organic way) and Bo
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