Vans Off The Wall Case Study

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Vans started on the 16th of March in 1966. Paul Van Doren and three partners opened up their first store on 704E Broadway Street, in Anaheim, California, as seen in Figure 1. This is where the Vans dream was born (Vans Off The Wall, 2013). According to The Vans Story, the Van Doren Company was unique, as it manufactures shoes and sells them directly to the public, and on the first morning, 12 customers purchased shoes, which were made that day and was ready for pick up in the afternoon. The Vans Authentic shoes were born that day, as seen in figure 2 (Vans Off The Wall, 2013). (Figure 1: GGDUB, 2011) (Figure 2: (Fancy, 2015) In the 1970’s, the skateboarding scene had adopted Vans. In 1975, the skateboarding legends, Stacy Peralta and Tony Alva, had designed the Vans Era shoe, which had become the shoe of choice (Good Clobber, 2011). According to The Vans Story, the Authentic shoe became extremely popular in 1979, with the help of skateboarders and BMX riders and by the end of the 70’s, Vans had 70 stores in California, which sold through dealers nationally and internationally (Vans Off The Wall, 2013). In the 1980’s, Paul Van Doren had taken a lesser role in the company, which over this period, Vans started to create shoes for various sports, such as, basketball, baseball, wrestling and even skydiving, as seen in figure 3, in order to compete with other large athletic shoe companies (Vans Off The Wall, 2013). (Figure

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