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|
Vans, Inc. ContactsContacts (5/30)
|Doug P.||Global Brand President||CA|
Sample of Associated Brands
|Kevin B.||Coalition President||CA|
|Fara H.||Vice President, Global Marketing||CA|
|Henry C.||Vice President, Sales - U.S. & Mexico||CA|
|Katie B.||Vice President, Omnichannel & eCommerce||CA|
Who is the Global Brand President of Vans, Inc.?
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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.
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.
6550 Katella Ave.
Cypress, CA 90630
Global Vice President, Marketing
Vice President, Global Consumer Marketing
Brand Marketing Manager
400 North Elm St.
Greensboro, NC 27401
Senior Vice President, Americas