Vans is best known for selling shoes and clothing for skateboarders, snowboarders, and other alternative sports athletes. In April 2002 Gary Schoenfeld, CEO, faces a number of challenges. As for shoes, he must decide what to do in two product lines that are in trouble – the outer line of hiking boots and women collection. More generally, Vans is holding a series of new projects, including some with which the company has little experience. For example, Vans is promoting a film, creating his own label, and working with game developers to develop games based on sporting events. Trace the story again and only a niche fashion brand in a market where consumers are very fickle. In recent years, the CEO seems to have revived the brand, but it is unclear whether the company is in danger of losing their hardcore customers who ventured in today’s consumer.
by
Youngme Moon
David Kiron
Source: Harvard Business School
22 pages.
Release: June 22, 2002. Prod #: 502077-PDF-ENG
Vans: Skating on Air Case Solution
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