Vans China announced on Weibo that he and Yu Wenle’s street brand Madness will launch a joint shoe. Vans has had a lot of new products in the past three years, and the value of each pair is still quite high. According to the media, one day ago, Vans China announced on Weibo that it and Yu Wenle’s trendy brand, Madness, would launch a joint shoe. "I wish you good luck." A netizen commented. On the way to grab the limit, he is not alone. Just a week ago, many people also made this statement on the webpage, because the joint name of Vans and Undercover was also on the designated store. Vans has had a lot of new products in the past three years, and the value of each pair is still quite high. They are launched under the name of Vans' high-end product line Vault series. Line Friends, Opening Ceremony, Golf Wang, Olivia Kim, Marc Jacobs, etc. have printed their canvas patterns on their own patterns, and also tried lace and satin. The refurbishment of materials and elements such as high-top, leather, etc., are all limited editions, and the price is far more expensive than the conventional series, but does not prevent these cooperative items from being sold out quickly. OpeningCeremonyxVans Young people in their twenties almost never knew that the brand had declared bankruptcy in 1984. Between the 1990s and 2000, Vans almost completely disappeared from the market. The classic blue and white canvas shoes that can be seen in the MUJI store used to be the classics of Vans, which have been seriously degraded in those decades. Stephen Mills, vice president of global design at Vans, recalls Glossy, “It’s almost non-existent.†But now, the 51-year-old Vans is back on the streets. The skateboarding shoe brand, which was born in Southern California in 1966, has a good time in the midst of many brands in the mid-life or old age crisis. It even completed the transition from a skateboarding shoe brand to a lifestyle brand and became a well-deserved representative of the global youth culture. When analyzing how the brand came back to life, it is easy to think that it has helped the cooperation series it launched in recent years. It's true, but it's not all. In fact, Vans' cooperation strategy was a regular project of the company 20 years ago. In 1996, Vans had a long-term cooperation with Supreme, one of the most popular brands in the world, but the first OldSkool series they launched together Did not sell immediately. Vans's shoe design director Rian Pozzbon later reflected on Complex: "At the time, Vans' attention was still low... it was too small compared to today." The cooperation series has never been a charity in the snow. The bigger and stronger one brand is to rely on solid basic products. In the future, the brand image will be solid and stable. Around 2003, Vans' design team wrote a business plan to revitalize classic shoes. But in that plan, Vans' current hottest Vault product line was proposed as a marketing strategy to assist older shoes. Mills said it came out to remind consumers that Vans is about to re-start, and he personally oversees Vault's design, development and joint collaboration, as well as distribution and marketing strategies. Unlike classic Vans, Vault is positioned more high-end, so it needs to be closer and stylish. In many people's minds, skateboard sneakers always feel dirty and old, this time, it must break this stereotype. Vans still insists on cooperation. It crosses the border with more fashionable and younger brands. However, due to the lessons learned in 1996, Vault has also launched with Kenzo and Classics in the seven or eight years of its launch. A lot of cooperation, but the company's main heart is still on the development and improvement of itself, the designers for the Vault product line in the previous monochrome skate shoes added leather, weaving, plaid and other elements, slowly convinced A new generation of consumers will spend a few hundred dollars to buy it. This reform is not anxious, and the real turning point does not appear until 2015. That year, Japanese artist Takashi Murakami ended his 13-year contract with Louis Vuitton, and he has become famous. Vans quickly filled the gap and launched Vans×TakashiMurakami. In addition to the shoes, Murakami’s classic small flowers were also worn on T-shirts and skateboards. All the products were robbed and quickly sold out. On social media, this series is called "Vans must enter", even if the price is as high as 4,000 yuan, it has become the regret of many slow-moving Vans fans. Takashi Murakamix Vans Takashi Murakamix Vans Yu-Ming Wu, the chief marketing officer of Stadium Goods, told reporters in a recent interview: “Whether for sports shoes companies, artists and the general public, the cooperation series really makes everyone occupy a place in the fashion map. Vans There have been a lot of interesting styles in the past, but it has not really caught people's attention until the (contemporary artist Murakami's series launched)." Careful people will find that Murakami has opened a new phase of Vans. In 2015, Vans' global turnover increased by 7%, and revenue growth in the US was double-digit, while growth in Asia exceeded 20%. In 2015, Vans accounted for 17% of the total revenue of its parent company, Weifu Group, and became the best performing brand. After that, the brand's cooperation has become very frequent, and the co-branded objects it has found are beyond the scope of apparel, more and more diverse, with interior designers, various apps, game companies or stars. For brands like Vans who want to revive, high frequency and finding the right person are very important. On the one hand, it has to constantly ensure that it is not forgotten by young people; on the other hand, it must also ensure that the things designed by the partners are truly savoury. For example, Murakami has a good fit with Vans itself. Mills once read in an article that Murakami said that 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 have worked with Vans are also labeled with cool play and personality. Vans has clearly screened their co-branded objects. Although the same sports brand, Adidas and Nike have repeatedly verified the effectiveness of high-frequency joint names in development, but they still have distance between them, that is, Vans wants to show the niche, street image and Nike's public, professional There are differences in the image. It used music festivals to assist in its marketing. Vans began to acquire the equity of the music festival Warped Tour in 2001. At the time of the brand's birth in 2016, Vans held more than a dozen music festivals and continued to promote its subculture concept. . Vans and Undercover latest listing cooperation Vans award-winning classic canvas shoes Next, it will launch a collaboration with Jockum Hallin, the head of Stockholm's vintage brand Our Legacy. With the popularity of Vault, Vans's classic canvas shoes are also focused on the public. “Vans recreated the old sneakers with better materials and new designs,†said David Fischer, founder of Highsnobiety, by bringing Slip-Ons, Sk8-His, Sk8-Hi Slims, Authentics and Old Skools back into the market. Vans won back its old customers, such as the 60s and 70s that grew up with the brand. Even in China, classic canvas shoes are sold the most in the Vans Tmall flagship store, with a total sales volume of around 141,000. In this way, the business plan that was drafted more than a decade ago successfully completed its goal and entered many iconic markets such as Tokyo, New York, and Hong Kong, becoming a global brand in the niche world. China has also become the second largest market after Vans America. It has been deploying social media channels since 2012 and has become the first wave of advertisers on Sina Weibo. 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