In this article, we will see the Vans Mission and Vision Statement and Values Analysis
Introduction
The Van Doren Rubber Company was formed in 1966 by California natives Paul Van Doren, James Van Doren, and Gordon Lee. The Van Doren Rubber Company started making rubber athletic and fashion shoes. By 1968 the company was renamed “The Van Doren Rubber Company.”
In 1970, Paul Van Doren took over the leadership of the company. In 1971, Paul Van Doren had a meeting with Rocky Beach, California skater Peter Lorio. James Van Doren took this meeting very seriously and immediately went to Rocky Beach, where Lorio met. At this point, Lorio and his friends were creating a mini skateboard for them to use around the city. Van Doren asked Lorio to come to California to further the design of the mini skateboard.
Vans in the market
In June 2008, the company introduced the clothing brand Reef with their stores. On April 23, 2009, Vans launched the online clothing store Black Box. In September 2009, Vans’ licensed teams won the skateboard events at the European and American Cups.
In March 2010, Vans purchased the textile company James Perse, the founder of the surf-wear line Reef, for an undisclosed sum. On November 1, 2010, Vans and skate shoe manufacturer Roxy announced that they had merged and were now known as Vans. The merger was completed on December 31, 2010. In May 2011, Vans teamed up with Mattel to create a shoe line of Shoe Dolls.
The Mission statement
“To design and market shoes for young people that inspire to skate, ride, and live an active life,” according to Vans. It is always pushing boundaries and embracing change to create innovative products and engaging experiences.
“To empower young people to express themselves through personal expression and creativity. To inspire youth culture through the art of footwear and the power of skateboarding.” Vans has mentioned that it is about the way you feel rather than what you look like.
In the context of this mission statement, it is clear that Vans means business and is committed to providing youth with products and services that will make them stand out.
Define the purpose of Vans
If we just look at their success and message in recent years, we can recognize that they are doing just that. Vans have always been famous for their unique footwear designs. They are quite popular globally, and each country is selling almost identical shoes to the one in their country.
Some popular shoes are their ‘Cross Hawaii’ (one of the best-selling shoes in 2017), which has a huge range of colors and can be worn in many different activities. The special thing about the Vans footwear is that it’s also functional and can be used in any kind of sport and outdoor activity.
Since we live in an age where everyone is trying to look fresh and original, and every guy wants to be different, the Vans shoes make it possible.
Identify what Vans does to achieve its mission.
Based on this statement, we know that Vans wants to provide a platform where every individual feels comfortable wearing the brand’s products and has the opportunity to express themselves and do something good for them.
Hence, Vans has implemented a distinct design scheme that represents the personality of a wearer. For example, Vans’ shoes have distinctive colorful graphics on the tongues. In addition, they are thick enough to prevent them from slipping while wearing them.
This aims to let people express themselves and share their creativity and ideas with others. Vans also intend to bring out the best in everyone by encouraging sportsmanship. It encourages individuals to help each other, recognize other’s achievements, and has an awesome mantra, “Be Here.”
The Vans Vision statement
Van’s vision statement is “entertainment with a purpose. We believe in creative expression and are dedicated to inspiring youth culture through action sports and youth culture.”
Van’s “Wear Your Posture” mantra reflects on two themes: Our willingness to partner with both emerging and established artists as well as our desire to be an essential part of their creative process.
“Designed for the creative pursuit of being you.” Apart from the component of creative pursuit, which has to do with an individual’s individuality, the vision statement also mentions the value Vans places on everyday satisfaction. Because what people should know is that the brand will always deliver the best product to the people it serves.
Also, the sentence, being you, should give us a clue about the way Vans supports its customers. For Vans, its customers can be anything. They should be accepted, loved, and even praised. It is such a statement that it helps us better understand what Vans is all about. And that is why we wanted to share it with you.
A Van’s vision statement is explained as “how Vans lives up to its legacy, inspires youth culture, inspires young adults and teens to express themselves through the skateboard, shoe, and surf culture.”
Van’s vision statement outlines what the company does for itself, how it makes and supports its business, how it markets to others, what its goals and principles are, and how it wants to grow into the future.
Vans Vision Statement can be broken down into steps to see exactly what the company values and dreams about in the future.
Vans core values
One of the things the questionnaire members look at is the values statements that the company has established. The values say that they put a big emphasis on respect and self-expression. Their mission is to provide products for youth that allow them to express themselves.
As one of the last remaining skateboarding icons in the twenty-first century, Vans will continue to stand out among other athletic brands. This is due to its value system. Skateboarding is all about carving a path of success in your way.
Vans create shoes that empower skateboarders to break out of the box and create the path of success. As the brand expands into other markets, it will remain synonymous with skateboarding and the off-the-wall atmosphere it has helped create.
Vans states that its core values are based on its vision statement and core values. The core values include verity, intelligence, optimism, growth, honesty, courage, grit, dedication, respect.
When conducting your mission, vision, and core values analysis, it is important to find out what you are seeking from your customers. For example, are you looking for individuality and individuality alone?
Or do you want to target a group of people that share the same goals and values that you do? It is also important to consider what it is that will set your brand apart from the competition.
Vans Characteristics:
- The key features that can be seen in Van’s shoes are how the soles and different designs are made to provide a unique design that can stand out.
- The shoes are designed to be both stylish and rugged.
- The distinctive prints in the soles and different designs provide a one-of-a-kind style that is unique to the company.
The Importance of values
Vans need to maintain and practice these core values. Vans believes in building communities of brand ambassadors and putting the community first. As stated in their mission statement, “People come together in an environment of creativity and positivity to create positive change within the community.”
The idea of community extends beyond just business-to-business relationships. Vans believes in enhancing a broader message to the general public. Vans encourage and advocate that we all find and believe in who we truly are and where we came from.
Vans believes in leaving a positive impact on the environment. They believe in not creating waste or desiring a disposable life.
Why is this important?
Most companies advertise themselves based on a coherent strategy or product. Vans do not follow a carefully drafted plan to get where it is today. This allows for a softer edge to the whole operation.
The goal of Vans is to develop a subculture that is not looked down upon or ridiculed by the wider society. Vans has established its brand on the off-the-wall phenomenon that first arose in the streets of the United States.
The Vans brand has become a cult brand within the youth culture. Millions of people around the globe have become familiar with the Vans brand and its diverse range of products. There are close to 7.3 million Vans people and counting in the world today.
Other firms have core values as well, but Vans is unique because it is one of the only organizations that has a guide to conduct a core values analysis of employees. Core values are a cornerstone of the employee-employer relationship.
They describe what employees are all about and outline how they conduct business. It’s important to reflect on why the organization has values and what effect they’re having on the culture.
You can’t just say your company values inclusion without actually including more members of a minority group within your organization. Similarly, a core values analysis shows you why you may be working with a particular group of people.
How do van’s design products for their customers?
Vans designers use state-of-the-art materials and use new technologies. They continuously work on their designs, which they improve at all times. In addition, they involve how people use their products to work with them to make sure they are comfortable and reliable.
From school to the street, to camping, to the boardroom, the skater, the surfer, and every kind of skateboarder out there. Their design teams involve the basic features of the typical customer to come up with new and inventive ways to use their products.
Take the example of their Sk8-Hi shoes, which are designed with the idea that they can be worn and used at school, on the street, and at the skatepark. It has the signature stand-out Vans stripes. These stripes are a key part of their design.
How do van’s help customers enjoy themselves?
Vans don’t have the intention of imposing things on their customers. Instead, the shoes they produce encourage customers to be creative by using their imaginations. Vans do this by offering many different styles to choose from, especially in the choice of its shoes.
What Vans offers is not just shoes but also accessories such as hoodies, vests, hats, bags, and t-shirts. Even its fashion styles are inspired by graphic design. In addition, it has created a store that lets customers take in an entire experience while wearing the clothes.
The store takes place in Venice and sells shoes and clothing by individuals, allowing customers to touch the materials and buy in a comfortable environment.
How does being yourself play a role in the creative pursuit?
As the commercial designer is expected to create personalized and distinctive products, this concept relates to its commitment to its customers: Vans creates products that allow customers to be themselves.
That is why it allows you to choose the Vans Sk8-Hi or Old Skool. This means you are not restricted to the five colors and ten colors mentioned in the brand’s mission statement. Instead, you choose what your style will look like.
That way, you are yourself, also inside and out. The availability of these three-stripe colors and five stripes shows that this brand is not afraid to change. Moreover, in this way, it is changing at a fast rate.
Conclusion
Although there is no compelling logic as to the intrinsic appeal of Vans shoes and apparel, the revenue contribution of this brand has grown significantly, mainly due to its consistent commitment to creating quality products.
The company possesses an efficient supply chain that includes 50 retail stores, 800+ factory outlet stores, and 2000+ wholesale distribution outlets worldwide, thereby limiting the potential impact of any meaningful slowdown in any one channel.
Apart from this, it also boasts a highly diversified portfolio of product categories. In addition, a strong branding proposition and the growing appeal of its Vans lifestyle brands among Millennials have further helped the company gain a strong foothold in the United States.
As I said before, it’s difficult to make a comprehensive list of brands and their legacy because so many brands positively impact our society. With this, it is understandable why Vans is one of the greatest brands in the world today and has enjoyed a very good name in sports, street culture, and fashion.
This will only improve in the future and will leave an impression on everyone who comes in contact with the brand.
Frequently asked questions
Question 1.) Why is it considered a cult brand?
Answer: The brand values allow for an array of personalities.
Question 2.) How do van’s design products for their customers?
Answer: Vans designers use state-of-the-art materials and use new technologies.
Question 3.) How do van’s help customers enjoy themselves?
Answer: Vans don’t have the intention of imposing things on their customers.
Question 4.) Who is the founder of Vans?
Answer- Gordon Lee, James Van Doren, and Paul Van Doren.