Struggling sneaker brand Vans is trying to lure millennials away from Nike and other brands with nostalgia, high heat collabs, and better arch support
Vans, a retailer synonymous with teenagers and skaters of the '90s, is in the middle of a brand reset.
Kristin Harrer, Vans' chief marketing officer, said that returning Vans to double-digit sales growth starts with better communicating how Vans has updated its shoes, including ways it's made them more cushioned and weather-resistant. "I think part of the problem is that they, especially an older consumer, doesn't know or understand that there are other offerings for them now that are maybe a better fit than that skate shoe that actually doesn't offer great support for what they need at their age," she said.
It also revised down its outlook for the second half of fiscal 2023 to reflect weaker-than-anticipated consumer demand in North America, saying it now expects revenue growth of 3% to 4%.
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