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Vans, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Vans, Inc., headquartered in Cypress, CA, is a manufacturer and marketer of sneakers, BMX shoes and other shoe types for the skateboarding and surfing market. The company is a unit of the VF Corporation. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (714) 889-6100
Main Fax (562) 565-8406
Primary Address
6550 Katella Avenue
Cypress, CA 90630

Vans, Inc. Contacts

Contacts (5/27)
Name Title State
Doug P. Global Brand President CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (714) 889-6100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 6550 Katella Avenue
Cypress, CA

Fara H. Vice President, Global Marketing CA
Henry C. Vice President, Sales - U.S. & Mexico CA
Katie B. Vice President, Omnichannel & eCommerce CA
Steve V. Vice President, Events & Promotions CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Vans, Inc. ******

Agency Relationships

Brand Agency Service From To
****, ***. ******* ********* Media Planning 2016 present

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How Vans new global marketing VP hire should lead to new revenue opps across digital, e-commerce,...

Following up on our skatewear brand’s new marketing structure. 

Most recently, Howard led marketing for Dell’s North America Consumer and Small Business division, including strategy, CRM, marketing analytics and digital and traditional media. She’ll oversee the same areas at Vans as it re-launches its website and takes further steps to grow e-commerce sales, which rose to 35% of VF’s overall sales last year.

New CMO hires almost always lead to spending shifts and new agency hires, but let’s take a closer look at Vans’ new business triggers so you can initiate a more targeted approach:

New Management and Marketing Structure: Steve Rendle, VP and group president of Outdoor & Action Sports Americas since 2011, was just elevated to president of Action Sports Americas and Vans. 

Futhermore, Vans’ Director of Consumer Marketing Sarah Crockett was promoted to VP of Vans’ global consumer marketing in March, according to The List.

Digital and E-Commerce Focus: VF’s

VF”s advertising costs were $671.3 million in 2013, $585.2 million in 2012 and $539.9 million in 2011, according to the company.

Intersection of Action Sports, Music, Art and Street Culture: Vans creates brand loyalists and not just product fans by maintaining a strong, authentic presence across action sports, art, music and street culture. For example, this year it’s celebrating its 20th years as sponsor of the music and youth culture US Open of Surfing

High Revenue Expectations: VF’s goal is to reach $17.3 billion in global revenue by 2017, up from about $11.4 billion currently. About 63% of its revenue is generated in the U.S., and Outdoor & Action Sports is expected to be the key driver of this growth, with an aggressive goal for the segment to reach $11.1 billion by 2017, or 64% of total revenue.

Leading the way will be Vans, which passed the $1 billion mark in 2013, and is expected to grow to $2.9 billion by 2017 due to the success of its classic footwear and the launch of cold and wet weather-specific footwear last fall. Therefore, Vans should evolve from a spring/summer brand with strong sales in the West into a full-year brand with growth opportunities across the Northeast, Southeast, Mid-Atlantic and Midwest.

Growing Apparel and Women’s Business: Following this colder, wet weather theme, Vans is also evolving into a full lifestyle apparel and accessories brand. Initially, the focus here has been on its men’s business, but Vans is creating a more compelling women’s business,  as well. The brand has with a new spring collection on the way and is adding a distinct summer season offering to its women’s line. Therefore, women-focused marketers should take notice and approach with innovative strategies across Vans four aforementioned pillars.

Vans, Inc.
6550 Katella Ave.
Cypress, CA 90630
(714) 889-6100 

Fara Howard
Global Vice President, Marketing
(336) 332-3400 

Sarah Crockett
Vice President, Global Consumer Marketing
(714) 889-6100

Scott Byrer
Brand Marketing Manager
(714) 889-6100

VF Corporation
400 North Elm St.
Greensboro, NC 27401
(336) 332-3400

Steve Rendle 
Senior Vice President, Americas
(510) 748-2792