tldr: vans is forced to put back into skateboarding because it's the smartest way to do business for them to stay relevant in skateboarding as well as in the mainstream. it's not out of philanthropy, rather the company is basically a cultural hostage to skateboarding as a whole.
some of you guys put way too much thought into the supposed ethics of especially, but not exclusively, shoe companies. none of these exist because they want to "give back to skateboarding". they are sure happy tho that adult consumers themselves help them come up with big myths about how they are about pushing the culture.
putting money in isn't everything, it's cool that they sponsor a ton of people and let bum ex-pros work in the warehouse for a while after their career is done, then again they know the mainstream consumer might drop old skools in a while for some other new trendy footwear. vans saw what can happen with companies like dvs that are more backed by fmxers nowadays. vans still has surf and bike programs but really stresses the skate heritage so they stay true to the core scene that will still buy vans when non skaters won't anymore.
perhabs they are setting themselves up for this in the form of this b-team/sub company. maybe the line will be a bit different and more tech, like the ultrarange. or updated classics like they tried with the cab lite. basically vans for a new generation of upcoming skaters that will be designed in anticipation of the mid 90s tech shoe revival. during that time vans were there but they weren't considered cool. only old punk skaters wore vans in 97. maybe they are afraid that dc, adidas and nb# will cash in harder on that trend. nike seems to be immune to trends. actual skaters will keep buying blazers and dunks, janoskis are just another classic nike model now and will go nowhere, everyother nike sb i see as expendable.
it's about markets and shit. vans has been good at consolidating again in the skate shoe market after they were almost irrelevant until rowley dropped his first promodel. vans was kept afloat because they already were (sub)cultural mainstream in the early 90s. all the hardcore/punk/indie kids and generation xers would wear skate-his while most actual skaters didn't care a lot (yeah, despite there was a good team then with j. stranger, agah and even carroll before dc)and were about dc and then es. they don't want to lose their staying power again, so they try to create a new market for once the mainstream market dries up again for them, although there will always be some demand for classic vans models by the mainstream consumer as well imo.
fact is vans needs skateboarding. if the skateboarders drop it, the mainstream consumer will keep it up at this big of an operation only for so long, and committing to non skaters will alienate their core customer base, which means they won't sell shoes so good in the future. that's what it's about. especially since vans has blown up so much and since they are owned by vf. with these big corporations there is no downshrinking plan in case the brand falls out of favor. it's forwards or get sold.
just a theory(vans if you read this and i'm right pay me/give me job plz-->pm only!!!)
There is a lot of accurate points in this ( and hope you get the job). Vans I think creates a unique relationship with economic incentive and its appeared specific interest and choices in skateboarding. I think it is a curious case on the dependency on consumers associating with a sub culture even if they aren't aligned with the subculture. Yet I think its fair to say that as currently vans has done it fairly well or at least uniquely for a company its scale.
Yes, this is ultimately financially motivated, but the brand has not wavered despite. And even in the years where off the wall was gone, as mentioned they sponsored so many skaters we know look back on with maybe much more fanfare and appreciation than a myriad of teams from the same time. That might have been chance hearsay but it does create a point of reflection and thus I think a staying power with the commitment from skaters. They never wavered on how good Stranger was and how influential he was. They continue to have invested interest with Cardiel which is no small feat as look at the turnover for the majority of counterparts.
Obviously that is tied to a mutually beneficial relationship but from the outside it seems to have more nuance in construction than your average shoe brand. There calculations seem to market things that I think many revere in the sub culture. A historic sense of skateboarding, exceptions to a norm with team riders or one off unique individuals. I mean they fund the love letters, devoting whole series of episodes for riders that don't ride for vans.
Nike who can operate with a lot more house money wouldn't do that and also we would think it weird for them to do? which in itself demonstrates our perception of vans to its counterparts. I do think that fits the brands marketability, they are a pillar of the culture, they have history in skateboarding etc, but personally that doesn't make it any less profound to skate culture. Even the most associated core brands say Anti Hero is ultimately still economically motivated. If its marketability is based on appealing to those facets and giving certain historic riders paramount that a more comprehensive ploy which in itself makes it all the more devoted by/from skaters.
I do think another interesting development is price point. Many models are simply much cheaper than counterparts. I think thats is what helped it grow beyond skate culture and into sneaker culture. People like to reflect a brand with unique and considered aesthetic senses thats affordability is part of its engaging association.
IDK I just find this really fascinating as well and think vans is a very strange juxtaposition in culture. On one handful of its riders are very removed from the majority of its consumer base. I find that a strange choice but maybe an accidentally brilliant one. I mean what is the marketing incentive to sponsor someone like Andrew Allen if not simply for skaters or deep cut skate fans thinking he is one of the best or at least exceptionally unique. On one level we don't think about it, cause it fits and aligns with many other vans riders but really it fairly strange and unique.
I mean this a company that could be American eagle, only signing pretty cats with surfer brand gusto, which no mistake they do as well (Curren Caples) but its still a strange dynamic choice and one I think many are engaged by. On one hand I think non skaters like associating with Skaters skaters, your Ave's and Trujilos something so specific or historical like the gen X punk, Surfer rock, east LA look that vans also have associations with. People like to associate with something specific even if they have zero invested interest in that subculture. Vans seems to recognize that aspect of counter culturalism or specificity as a core element to its appeal and marketability. And that in itself I think creates a commitment or reverence for the brand. Its a strange development operate on the very minute that effects a huge marketplace. All that aside I do think it would behoove more companies to think more broadly in its associative aspects and or historical context. More specificity in brand image. I think DC is making a unique choice in that matter.
Topic: Vans Plans (Read 49490 times)