Analysis of Vans Marketing Strategy

Abstract

Nowadays, more and more sports brands appear in the market, and different brand marketing strategies will bring different results. The purpose of this case study is to explore the marketing strategies of Vans and find out its shortcoming. This paper adopts the method of literature analysis. By reviewing and summarizing the papers on the marketing case analysis of Vans or the marketing analysis of fashion sports brands in the past five years, this paper summarizes the marketing strategies of Vans brand in various aspects of disagreement and analyzes the advantages and disadvantages of various strategies. The findings show that this brand has both advantages and disadvantages. The advantage of the product is that it always co-branding with other artists or brands. The disadvantage is the product itself, the price and the way to sell the products. To summarize, Vans can develop an effective strategy by modifying its issues from different sides. The suggestions are that its products need to be more innovative which can get noticed by the public again. Besides, the company should appropriately reduce the price of specific products. Finally, this brand should consider investing more money into the product itself to improve product quality.