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History
The company Vans was born on March 16, 1966, in Anaheim, California. The company was created by Paul Van Doren and three other partners. The first morning the store opened, twelve pairs of shoes were bought. The kicker to the story, when the costumers purchased the shoes they had to come back later in the day to pick the shoes up because they had not been made yet. The first shoe style that was bought is what is now know as the Authentic shoes.
By the 1970s, the shoes were adopted by skateboarders. Skateboarders loved the rugged make-up and sticky soles of the shoes. In 1975, the next shoe design was released by Tony Ava and Stacey Peralta. This style is known today as Era. In 1979, the Authentic shoe in slip-on style became a huge rage throughout Southern California thanks to skateboarders and BMX riders.
By the 1970s, the shoes were adopted by skateboarders. Skateboarders loved the rugged make-up and sticky soles of the shoes. In 1975, the next shoe design was released by Tony Ava and Stacey Peralta. This style is known today as Era. In 1979, the Authentic shoe in slip-on style became a huge rage throughout Southern California thanks to skateboarders and BMX riders.
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Vans slip-on became internationally known when the 1982 movie "Fast Times at Ridgemont High" was released(Vans Inc.). The main character Sean Penn wore the slip-ons which are now known as the Checkerboard (Sims). The company had created many new types of shoes in the 80s trying to expand customer base. The lose of money from this caused the company to file bankruptcy in 1983. In 1988, the company gained new finical backing and began increasing its worldwide presence.
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In 1994, Vans manufacturing over seas, which caused new shoe styles and a large expansion to occur. Four years later Vans opened a one of a kind skate park. At this time, the company first began offering stock to the people.
Vans was recognized in 2000 and 2001 by Forbes magazine as one of "America's Best Small Companies." In 2001, the company financed the production of Dogtown and Z-Boys. This film won awards in a film festival. This same year, Vans bought the majority of the Vans Warped Tour. In 2004, the company launched the customization option to the Vans website. The next year, Vans held a Pro-tec pool part at their skate park. In 2006, Vans celebrated their forty years of being in business.
Vans was recognized in 2000 and 2001 by Forbes magazine as one of "America's Best Small Companies." In 2001, the company financed the production of Dogtown and Z-Boys. This film won awards in a film festival. This same year, Vans bought the majority of the Vans Warped Tour. In 2004, the company launched the customization option to the Vans website. The next year, Vans held a Pro-tec pool part at their skate park. In 2006, Vans celebrated their forty years of being in business.
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This video is an interview with Steve Van Doren that discusses the history of the company. This gives a first person look at some of the stores within the history. Also, the video talks about some very cool custom shoes that have been made over the years.
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Target Audience
For years now the target audience of Vans has been the tweens who are involved in the skateboarding community. Recently, Kevin Bailey, president of Vans since 2009, has been moving the audience to also attract an older crowd. The company wants to stop defining itself by just it's skateboarding heritage. Bailey has the goal of targeting and older, more sophisticated customer. Bailey stated, "[The core] wasn't the high-school kid we always said it was-- the 15-year-old skater boy. We realized we weren't a teen brand as much as we were a 19- to 24-year-old's brand" (Beaudry). Vans uses sites like Facebook to connect with age of consumers. The site give promotions as will as new merchandise (Vans).
Purpose
The main purpose of Vans, just like any company is to sell their merchandise. Vans also sticks strongly to their target audience. When Vans tried to branch out into other more common sports, the company failed and had to file bankruptcy. The company is also very personable with customers. Vans makes skateparks, custom shoes, and keeps the Warped Tour running.