“To say that consumer behavior is goal-directed is not exactly a surprising revelation, but it is an important notion nonetheless” (People and products, pg.99).
Vans is a great brand example of setting up a target market and focusing on it. Having a focal focus point allows the brand to know exactly what their goal is and how to improve its performance to make the product more functional. Knowing your consumer gives you the ability to know their needs and aiming your own goal to fulfil them.
Vans’ unique selling point was their thick sole, giving them the opportunity to lean towards athletes, specifically skateboarders. This kind of sole allowed more stability while wearing the shoes, as well as giving them longevity, a factor that athletes appreciate since they wear athletic shoes most of the time.
The main reason of choosing this target market was that “In the 1980s, a passion for sports shoes went hand-in-hand with the boom in extreme sports, such as BMX and skateboarding”, stated by Reynolds. (Reynolds, H. 2003).
“When a brand gets the mix right it makes us, the people who buy it, feel that it adds something to our idea of ourselves.” (Olins, W. 2003).
This is how skateboarders felt when Vans launched their advert called ‘Off the Wall!’ during the 70’s.
Figure 1, Off the Wall!
https://www.defynewyork.com/wp-content/uploads/2011/09/Screen-shot-2011-09-30-at-10.53.34-PM.png
Vans use the “Off the Wall!” advertisement as a way of ‘communicating’ with their target market. “Off the Wall!” was a term invented when skateboarders were literally landing and creating new tricks off the walls. At the time, skateboarders were outcasts who expressed their style through art, music, fashion, and style. Throughout the years, this slogan became a quote that was synonym to an original rebellious and creative spirit.
Adding bright colors to the picture attracts the attention to the eye of young teenagers. Moreover, these impressive moves done by the younger generation create an influence of interest and excitement towards the sport, leading more people to want to try it and buy Vans shoes.
Figure 2, Warped Tour
https://www.punkvideosrock.com/wp-content/uploads/2017/11/Warped-Tour-2018.jpg
Another key aspect to remember is the Vans Warped Tour event happening every year. Thousands of skateboarder teenagers were attending the event. Everyone knew that the people who were wearing these shoes at the time had stories to share about their extreme tricks adventures and memories. This event encouraged more people to start trying this sport, not to mention their interest in the brand who started this urge.
“Vans couldn’t have possibly made a better decision.” (Mertes, A. 2021)
All things considered; Vans could not have a better understanding of their target audience. They used one of the best methods of connecting with their audience and understanding their needs, creating an event that brings people together and activates the interest on the sport.
Bibliography:
Allan J. Kimmel (2015) People and products. USA. New York.
Reynolds, H. (2003). A Fashion History of the shoe. Pg. 21. Heinemann Library Pulishering. London.
Olins, W. (2003) On Brand. Page 16. Thames and Hudson Publishing. London.
Mertes, A. (2021) Off the Wall Branding: Vans Represents West Coast Skate and Surf. Quality Logo Products Blog.
Dibb, S. (1963) The market segmentation workbook: target marketing for marketing managers. London, Routledge.
Comments