No one ever hit the $1 billion mark on cruise control.
Costa Mesa-based Vans Inc.’s marketing playbook is no exception and even as sales momentum continues to surround the footwear company, it’s showing no signs of slowing its marketing efforts, with a new customization contest that’s just opened to the global market.
There’s also a collaboration with British fashion designer Vivienne Westwood the company recently teased on its Instagram that’s already gotten some buzz.
Those trail some sizable events, such as last month’s 10-day Black Rainbows in Venice that included workshops, film screenings, and concerts.
Vans Senior Director of Global Brand Marketing April Vitkus told the Business Journal the Global Custom Culture contest is part of the company’s focus “on connecting our products and brand purpose closer together in an authentic way.”
‘Explosive Growth’
Meanwhile, on the back end, the company continues to tighten distribution, cutting ties with department stores and focusing on specialty retailers and its own direct-to-consumer channels.
The continued upward trajectory had Steven Rendle—chair, president and CEO of Vans parent Denver-based VF Corp.—noting the brand performing better than business targets as it remains on track to hit $5 billion in sales by 2023.
“When coupled with the investments we are making to drive and fuel the brand’s explosive growth, we are confident in Vans’ ability to sustain its trajectory above our long-term target, including 11% to 13% growth this year,” Rendle told analysts during the company’s earnings call this summer.
This year’s growth projection reflects an upward revision, led by strong sales of the slip-on shoe segment, according to the company.
“That didn’t happen by accident,” VF Corp. chief financial officer and executive vice president Scott Roe said during that same call, adding that’s been aided by “a very managed and orchestrated series of events.”
