Vans sneakers are crushing it

Vans continue to bring "Off the Wall" skateboarding culture to the center of fashion.The brand's shoe and appa...

Posted: Jul 25, 2018 12:51 AM
Updated: Jul 25, 2018 12:51 AM

Vans continue to bring "Off the Wall" skateboarding culture to the center of fashion.

The brand's shoe and apparel sales rose 35% last quarter, parent company VF Corp announced on Friday.

Sales surged at wholesale retailers such as Nordstrom. Vans' direct-to-consumer physical stores and digital channels also performed well -- good news for Vans, since those sales are more profitable.

The strong quarter helped the company raise its forecast for Vans' 2018 sales growth to 15%. Last year, Vans' sales climbed 19%.

VF Corp. owns a number of popular brands, including The North Face, Timberland, and Wrangler and Lee jeans, but Vans are the company's prized asset.

Vans have taken advantage of two trends shaping athletic looks: Athleisure and people's desire to wear retro styles.

Related: Lululemon has made a big comeback since its sheer pants nightmare

"People are wearing athletic apparel now for all kinds of occasions - work, play, and school - without any intention of using them for athletic purposes," said Matt Powell, a sports industry analyst at market research firm NPD Group. "The more casual, lifestyle categories have been on fire."

Vans has adeptly marketed its classic Old Skool and Ward side-striped shoes to fit the consumer turn. Authentic and Slip-On low-top classic lines have also resonated with shoppers.

Last year, it debuted a new comfort shoe, UltraRange, which offers more cushion and grip than traditional brands.

Although the brand is much smaller than Nike and Adidas, Vans wants to become a "top provider of active lifestyle footwear," CEO Steven Rendle told analysts on Friday.

The shoes run cheaper than its biggest rivals' lines, allowing the company to distribute it heavily through mid-market specialty and department stores. The majority of shoes on its website sell for $50 to $75 a pair.

Related: Nike's digital reboot is working

Although Vans have been around since the 1960s, the brand has achieved staying power by maintaining an authentic appeal, Powell said. The company has successfully leveraged its skating roots to appeal to new customers and enter fashion-centric circles.

"There's a lengthy heritage around California lifestyle here. Most people who buy Vans don't have a clue about how to skateboard."

Doug Palladini, Vans' global brand president, said last year that the shoes weren't just for teens and people in their twenties in the United States. Sales in Europe and Asia are growing, and older shoppers want a piece of Vans' youthful look.

"We all remember our first rock concert, our first kiss," he said. "When you put on Vans, it brings you back to that feeling."

Correction: A previous version of this article incorrectly stated where Vans' sales are surging. The story also incorrectly identified one of Vans' wholesale retailers in the United States.

Minnesota Coronavirus Cases

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Cases: 593622

Reported Deaths: 7379
CountyCasesDeaths
Hennepin1228171731
Ramsey51446875
Dakota45976452
Anoka41782439
Washington26948283
Stearns22266222
St. Louis17787304
Scott17296124
Wright16082140
Olmsted1325598
Sherburne1173087
Carver1050745
Clay816392
Rice8063107
Blue Earth751541
Crow Wing666290
Kandiyohi656283
Chisago601351
Otter Tail575478
Benton571697
Goodhue478572
Douglas468575
Mower466232
Winona455050
Itasca439156
McLeod424559
Isanti422464
Morrison419660
Nobles408048
Beltrami397059
Steele388715
Polk384868
Becker380953
Lyon361051
Carlton345654
Freeborn342029
Pine329022
Nicollet326243
Brown305440
Mille Lacs305053
Le Sueur292423
Todd282432
Cass273428
Meeker256640
Waseca236322
Martin230732
Roseau209419
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Jackson121812
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Pope11056
Murray10639
Swift105618
Stevens91411
Marshall88117
Clearwater86916
Koochiching83615
Wilkin81612
Lake81120
Lac qui Parle75322
Big Stone6004
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Grant5788
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Kittson48622
Red Lake3977
Traverse3705
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Cook1640

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Cases: 367236

Reported Deaths: 5940
CountyCasesDeaths
Polk57666626
Linn20892335
Scott20060241
Black Hawk15824308
Woodbury15138228
Johnson1449183
Dubuque13380208
Dallas1118398
Pottawattamie11132168
Story1062348
Warren577988
Clinton555893
Cerro Gordo540689
Sioux514474
Webster512293
Marshall483075
Muscatine481399
Des Moines458066
Wapello4303122
Buena Vista424840
Jasper419372
Plymouth401280
Lee376055
Marion362875
Jones299057
Henry291937
Carroll285752
Bremer284860
Crawford266240
Boone265034
Benton256655
Washington254050
Dickinson248543
Mahaska230451
Jackson222142
Clay215725
Kossuth215564
Tama209871
Delaware209741
Winneshiek196835
Page192722
Buchanan191432
Cedar190023
Hardin185643
Fayette185141
Wright184737
Hamilton180049
Harrison179673
Clayton169556
Butler165034
Madison162519
Mills162422
Floyd161142
Cherokee158938
Lyon158241
Poweshiek154934
Allamakee151451
Iowa148824
Hancock148434
Winnebago142531
Cass138654
Calhoun138513
Grundy136333
Emmet134240
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Shelby131137
Sac130419
Union128333
Louisa128149
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Mitchell126442
Chickasaw124116
Guthrie121530
Franklin120721
Humboldt119126
Palo Alto112823
Howard104622
Montgomery103338
Clarke100224
Unassigned9710
Keokuk96031
Monroe95329
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Pocahontas85522
Davis83024
Monona82730
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Greene77710
Lucas77223
Worth7478
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