Vans Skating on Air Case Solution

Vans Skating on Air Case Solution

Case Solution

Vans are popularly known for providing shoes and clothes to skateboarders, surfers, and other atheletes interested in sports. In April 2002, Gary Schoenfeld, the CEO, is confronting various difficulties. Concerning footwear, he must determine what to do regarding two product lines that are striving – the outdoor line of climbing shoes and the ladies' collection. All the more, Vans is right now starting various new projects, some of with which the organization has little knowledge and skills. For instance, Vans is currently advertising a full-length movie, creating its own record marks, and working with computer game designers to produce games that are themed around its sporting events. Follows the highs and the lows of a niche fashion brand in a business sector where consumers are not loyal and highly inconsistent. As of late, the CEO seems to have rejuvenated the brand; though it is not clear if the company is under the threat of losing its loyal customer base as it enters the mainstream market.