Vans And Shawn Yue Will Launch Joint Shoes.

According to the world clothing shoes and hats net, a day ago,

China announced on its micro-blog that Shawn Yue and Madness, the main brand, will launch joint footwear.

"Wish me luck."

A netizen left a message.

He is not alone on the way to grab money.

Just a week ago, many people also typed this sentence on the web page, because the joint name of Vans and Undercover was also on the designated store.

Vans has been innumerable new products in the past three years, and each pair's face is still very high.

They are launched in the name of the high end product line Vault series Vans, Line Friends, Opening Ceremony, Golf Wang, Olivia Kim, Marc Jacobs and so on, which can represent their own patterns on canvas upper, and try refurbishment of lace, satin, high help, cortex and other materials and elements. They are limited money, and the price is much more expensive than the conventional series, but it does not prevent these cooperative items sold out quickly.

OpeningCeremonyxVans

Almost more than 20 years old young people do not know this in 1984.

It was declared bankrupt.

Between 1990s and 2000, Vans almost disappeared from the market.

Now we can see classic blue and white in MUJI shop.

Used to be the classic of Vans, they have been seriously declining over the past decade.

"It hardly exists," recalls Stephen Mills, vice president of Vans global design, to Glossy.

But now, the 51 year old Vans has returned to the streets.

This brand of skateboard shoes, which was born in the southern California in 1966, has been very good at many brands in the middle age or old age crisis.

It even completed the pformation from a skateboard brand to a lifestyle brand, and became a well deserved representative of the global youth culture.

When analyzing how the brand is brought back to life, it is easy to think that the series of cooperation it launched in recent years has helped a lot.

That's true, but that's not all.

In fact, Vans's cooperation strategy was the regular project of the company twenty years ago. In 1996, Vans launched a long-term cooperation with one of the hottest brands Supreme, but the first OldSkool series they launched together did not sell immediately.

Vans's shoe design director Rian Pozzbon later reflected on Complex: "at that time, Vans's attention was still relatively low... It's so small compared with today."

Cooperation series has never been a timely relief. A brand's bigger and stronger is more dependent on solid foundation products, and its brand image will be stable in the future.

Around 2003, Vans's design team wrote a business plan aimed at reviving classic shoes.

But in that plan, Vans's hottest Vault product line was put forward as a marketing strategy for supporting old shoes.

Mills said it came to remind consumers that Vans is about to start again. He personally supervises Vault's design, development and joint cooperation, as well as its distribution and marketing strategy.

Unlike classic Vans, Vault positioning is more high-end, so it needs to draw closer to fashion.

In many people's mind, skateboard shoes are always dirty and dirty. This time, they must break the stereotype.

Vans still insists on cooperation. It crossover with more fashionable and younger brands. But because of the lessons learned in the 1996, Vault has launched many cooperation funds with Kenzo, Classics and other brands in the seven or eight years of its introduction. But the company's backbone is still on the development and improvement itself. The designers have added skin, knitting, grid and other elements to the Vault product line in the once monochromatic skateboard shoes, and gradually persuaded the new generation of consumers to spend hundreds of yuan to buy it.

This reform is not urgent and impatient. The real turning point did not come until 2015.

That year, Japanese artist Murakami Takashi (Takashi Murakami) ended his cooperation contract with Louis Vuitton13, and he was already famous.

Vans quickly filled the gap and launched Vans * TakashiMurakami. Besides shoes, Murakami Takashi's classic flowers also went on T-shirts and skateboards. All products were looted and quickly broke.

In social media, this series is called "Vans must enter", even if the price is as high as 4000 yuan, it has become the regret of many slow Vans fans.

Takashi Murakamix Vans

Takashi Murakamix Vans

Stadium Goods's chief marketing officer, Yu-Ming Wu, told reporters in a recent interview: "whether it is for sports shoes companies, or for artists and the general public, the cooperation series does give you a place in the fashion area.

Vans has done a lot of interesting designs in the past, but until the "contemporary artist Murakami Takashi series" really attracted people's attention.

Careful people will find that Murakami Takashi has opened a new stage of Vans.

In 2015, Vans's global turnover increased by 7%, while the US regional turnover grew by two digits, while the Asian region grew by more than 20%.

In 2015, Vans occupied 17% of the total revenue of its parent company, and became the best performing brand.

After that, the cooperation of this brand has become very frequent. The joint object it has found is beyond the field of clothing. It is more and more diverse, including interior designers, various APP, game companies or stars.

For the brand that Vans wants to revive, high frequency and finding the right people are very critical.

On the one hand, it must keep ensuring that it is not forgotten by young people; on the other hand, it also ensures that what the co authors design is true to taste.

For example, Murakami Takashi is quite consistent with Vans itself. Mills has read in an article that Murakami Takashi once said Vans is one of his favorite shoes, so he highly understands the image and value that Vans wants to convey.

In addition, Marc Jacobs, Commesdes Garcons and other brands that Vans collaborated with are branded with Coldplay and personality, and Vans has obviously screened their own joint objects.

Although it is also a sports brand, Adidas and Nike have repeatedly verified the high frequency joint name in the development, but they still have a distance between them. That is, there is a difference between the mass and professional image of Vans, the street image and Nike.

It used music festivals to help its marketing. Vans began to master the Warped Tour stake in the music festival in 2001. When the brand was born in 2016, Vans held more than ten music festivals and continuously promoted its subculture concept in 2016.

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Vans and Undercover's latest listing of cooperation funds

Vans classic canvas shoes

Next, it will launch a cooperation fund with the Stockholm Our Legacy Jockum Hallin.

With the popularity of Vault, Vans's classic canvas shoes are coming back to the public view.

"Vans remanufactured the old sports shoes with better materials and new designs."

DavidFischer, the founder of Highsnobiety, said that by pushing Slip-Ons, Sk8-His, Sk8-Hi Slims, Authentics and Old Skools back into the market, Vans won back its old customers, such as those who grew up 60 and 70 after the brand grew together.

Even in China, the classic canvas shoes are sold the most in Vans Tmall flagship store, with a total sales volume of about 141 thousand.

In this way, the business plan that was developed more than ten years ago fulfilled the goal and entered many landmark markets such as Tokyo, New York and Hongkong, becoming a global brand in the niche world.

China has also become the second largest market in the US after Vans. It began to layout social media channels in 2012 and became the first advertiser of sina micro-blog. In 2015, with the increasing cooperation, Vans's digital marketing has been very mature.

More interesting reports, please pay attention to the world clothing shoes and hats net.