Marketing mix of Vans Retail – Vans Marketing Mix

Marketing mix of Vans Retail – Vans Marketing Mix focuses on 4Ps Product, Place, Price, and Promotion. Vans is a subsidiary of VF Corporation, its parent company. It was founded by co-founders Asiah Brewster, Serge D’Elia, Paul Van Doren, Gordon C Lee, and James Van Doren in the year 1966. Vans is an American company that is involved in the lifestyle and retail industries as it deals with apparel and accessories. As a trustworthy and prestigious brand, it has created a niche position for itself in the sporting community. The brand is facing competition from below.

marketing mix of vans

Lets discuss Marketing Mix of Vans Retail:

Product in the Marketing Mix of Vans Retail

Vans is a manufacturing corporation dedicated to the design and manufacture of skateboarding boots and related clothing. Since its inception, it has aligned with skating and produced footwear with the best grip, thickest sole, and resilient stitching, making it an all-time skater favorite. Later it intertwined with other sports such as snowboarding and surfing to increase its portfolio of products. The firm sells articles for men, women, and children.

Footwear is available in white, red, blue, black, checkerboard, and original classic colors, and in various sizes to suit individual needs.

In patterns such as animal, floral, color-block, checkerboard, and solid, the company uses materials such as synthetic, suede, vegan-friendly, canvas, leather, and textile. Vans collaborated with Metallica, a tribe named Quest, Kyle Walker, Spitfire, Gilbert Crockett, and Chima Ferguson, for shoes.

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Apparels are available in various sizes and colors such as blue, grey, pink, white, and black. The brand’s fabrics include spandex, nylon, viscose, elastane, polyester, and cotton with patterns including stripes, floral, strong, and checkerboard. The company collaborated for women’s apparel with Lazy Oaf, and for men’s Spitfire and Chima Ferguson. For boys and girls, items are available for ages from 0-3 years to 4-12 years. Vans has a diversified product portfolio for its customers, with several options. This includes

Men

  • Apparel- Shorts, Board-shorts, jackets, denim and trousers, sweaters, hoodies, t-shirts, tanks, shirts
  • Footwear- Lightweight shoes, laces, skate shoes, surf shoes,  slip-on shoes, low-top shoes, and mid and hi-top shoes.
  • Accessories- Belts, laces, key-chains, socks, wallets, sunglasses, hats, beanies, and backpacks

Women

  • Accessories- Key-chains, laces, wallets, sunglasses, socks, beanies, backpacks, hats, and bags
  • Apparel- Dresses, Bottoms, shirts, jackets, sweaters, and hoodies, tops, and t-shirts.
  • Footwear- Lightweight shoes, laces, skate shoes, surf shoes,  slip-on shoes, low-top shoes, and mid & hi-top shoes

Kids

  • Toddler Mermaid Shoes
  • Kids Slip-on Bunny Shoes
  • Kids old Skool Shoes
  • Kids Slip-On Classic Shoes
  • Kids Authentic Shoes
  • Kids Classic Checkered Slip-on Shoes

Place in the Marketing Mix of Vans Retail

Vans is a multinational company whose reach has grown to many nations. It operates in California through its headquarters at the Costa Messa. The company started its journey from its first store in Anaheim, California, and sold its footwear to the customers directly.

Since then it has opened three hundred and fifty chain stores through a hundred and fifty partnership deals in Asia, Europe, and North America. China is its key gateway in the international market, with many departmental in-store outlets in locations such as Shanghai and Beijing. Shanghai also has an exclusive Outlet for Buses. The brand has a retail outlet on London’s Carnaby Street which acts as its European flagship store.

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The company has a strong distribution channel that allows its products to easily reach customers. It has its own distributors, and its items are also sold through skate and surf specialty shops. Its official website is also one of its biggest outlets, as it has helped to expand business through e-commerce.

Price in the Marketing Mix of Vans Retail

Vans being an established brand, as its prospective customers, have targeted upper and upper-middle-class people from urban cities. The company has positioned itself as a premium quality brand that offers the best products possible to satisfy its customers.

People wearing this brand would immediately be associated with a cool and happening image from the snowboarding, surfing, and skating world. Vans is equal to the culture of youth and has become a synonym for trendy and fashionable products. It is one of its parent company’s most popular and profitable brands with ever-growing sales figures due to a surge in both domestic and international markets.

Vans has adopted a reasonable pricing policy to maintain its high sales figures which keep its product prices affordable and help the customers make an easy purchase. Its key customer market is either from the sporting arena or from young people and hence it retains its mid-level pricing policy. The company believes in selling in larger quantities to make profits. This strategy has proven to be successful as it has earned great revenue in both domestic and international markets.

Promotion in the Marketing mix of Vans Retail

In the international arena, Vans has a good brand identity and the company participates in many events and provides numerous sponsorship packages in order to retain it. It primarily sponsors motocross, BMX, snowboarding, and surf based teams. Since 1996, it has been the primary sponsor of the annual Warped Tour Vans moving rock festival.

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Vans is the official sponsor of the 2014 Duct Tape Invitational and US Surfing Open at Huntington Beach, California. The company opened a skate park at Orange in 1998 and replaced it with other facilities later in the year 2009. It later designed others at California’s Huntington Beach, and London’s The Old Vic Tunnels. Vans has linked its brand to youth sports and is working with its promotional policies towards creating a deep-rooted and secure position on the consumer market. To maintain its unique position it has partnered and sponsored creative artists and musicians.  company is very actively promoting its products on Social Media Platforms like Facebook, Instagram, etc. The company is also doing a Google Adwords campaign for promoting its business.

The company is a fan of social and digital media and has translated through content marketing seamlessly into such realms. Its Facebook profile and Instagram account have more than 15.3 million likes and 3.8 million views. Content about goods and culture of sport is communicated through its own website and other platforms of social media. Photos and videos are posted from charities, festivals, surfers, and skaters to create strong brand recognition.

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