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Regional Focus, Trend Monitoring

Vans Inc. officials say they are making a point to better listen and meet the needs of its consumers.

The company introduced the UltraRange VR3 slip-ons after its customers who surf requested a shoe they could wear while walking over parking lots, trails and rocks to get to the beach, said Global Brand President Kevin Bailey during a recent Investor Day event for its parent company, VF Corp.

That willingness to cater to different customer bases is reflected in Vans’ newfound flexibility in strategy and offerings.

The company, for instance, plans to eliminate its one-style-fits-all approach to regional trends.

“If the slip-on style that we all know was trending in North America, we tended to try and make that a global trending style. That doesn’t work,” Bailey said.

Consumer reception of the brand varies by region. Currently, its markets in Europe and Asia are faring much better than North and South America, officials said.

The company also plans to maximize its already trending styles by creating more Classics-inspired shoes with different features.

“So what if then, as [a] shoe has been trending, we then offer them a shoe that has a platform bottom? What if we offer them … a different option on a top rather than laces? Maybe it’s an elastic gore. Maybe it’s Velcro. Maybe it’s a zipper,” Bailey said.

—Kaitlin Aquino

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