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

Data is updated nightly.

Confirmed Cases: 39133

Reported Deaths: 1514
CountyConfirmedDeaths
Hennepin12597787
Ramsey4963229
Dakota242192
Stearns241419
Anoka2266109
Nobles16726
Olmsted114715
Washington113740
Mower9602
Rice8488
Scott7624
Clay59138
Kandiyohi5781
Blue Earth4942
Wright4835
Todd4012
Carver3951
Lyon3272
Sherburne3255
Freeborn2970
Watonwan2380
Steele2371
Benton2203
St. Louis19615
Nicollet17312
Martin1715
Cottonwood1360
Goodhue1318
Winona12915
Crow Wing10812
Le Sueur1081
Pine1070
Chisago1021
Otter Tail1001
McLeod920
Dodge880
Carlton870
Unassigned8537
Polk822
Chippewa791
Isanti750
Waseca710
Douglas650
Murray650
Itasca6412
Meeker611
Morrison611
Faribault600
Pipestone592
Becker570
Jackson550
Sibley542
Pennington520
Renville362
Beltrami340
Brown342
Mille Lacs342
Wabasha330
Rock310
Fillmore300
Yellow Medicine300
Houston270
Swift221
Wilkin213
Norman200
Redwood190
Koochiching181
Grant170
Roseau170
Cass162
Aitkin150
Big Stone150
Kanabec151
Wadena150
Marshall120
Pope120
Lincoln100
Mahnomen101
Clearwater90
Hubbard80
Lake60
Stevens50
Traverse50
Lac qui Parle40
Red Lake40
Kittson20
Cook10
Lake of the Woods00

Iowa Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 32064

Reported Deaths: 731
CountyConfirmedDeaths
Polk6739181
Woodbury326044
Black Hawk232358
Buena Vista171911
Johnson13408
Linn130482
Dallas129129
Marshall106019
Scott84510
Story8063
Pottawattamie74512
Dubuque74222
Wapello70830
Crawford6783
Muscatine64944
Sioux4810
Tama46829
Wright3851
Louisa36313
Jasper32517
Plymouth3245
Warren2911
Dickinson2663
Webster2484
Washington2459
Cerro Gordo1901
Hamilton1891
Boone1501
Clay1370
Allamakee1334
Clarke1333
Mahaska11717
Shelby1170
Clinton1131
Poweshiek1078
Carroll991
Pocahontas981
Bremer957
Franklin950
Des Moines912
Emmet870
Henry863
Cedar851
Hardin810
Taylor800
Monona770
Cherokee761
Floyd732
Marion710
Benton681
Guthrie684
Jones640
Sac640
Jefferson620
Osceola620
Buchanan601
Butler592
Hancock551
Humboldt551
Calhoun542
Harrison540
Lee542
Iowa530
Delaware511
Monroe517
Fayette500
Madison482
Lyon450
Clayton443
Davis411
Mitchell410
Palo Alto410
Grundy400
Mills390
Winneshiek390
Kossuth360
Howard340
Jackson340
Union340
Lucas314
Chickasaw290
Greene290
Winnebago290
Cass240
Ida230
Appanoose213
Keokuk211
Van Buren210
Page200
Worth200
Adair160
Audubon161
Unassigned160
Ringgold150
Decatur120
Montgomery102
Wayne100
Adams80
Fremont80
Rochester
Clear
82° wxIcon
Hi: 90° Lo: 70°
Feels Like: 86°
Mason City
Clear
81° wxIcon
Hi: 93° Lo: 71°
Feels Like: 86°
Albert Lea
Broken Clouds
82° wxIcon
Hi: 92° Lo: 71°
Feels Like: 87°
Austin
Clear
84° wxIcon
Hi: 93° Lo: 71°
Feels Like: 91°
Charles City
Clear
82° wxIcon
Hi: 92° Lo: 71°
Feels Like: 89°
Heat Advisory in effect until 7pm
KIMT Radar
KIMT Eye in the sky

Latest Video

Image

Sean's 6pm Weather 7/8

Image

Bishop writes to ask for clemency for Dustin Honken

Image

Catch a ride to stay cool

Image

Free masks in Rochester

Image

Boys & Girls Club back open

Image

Rochester Elementary School releases plans

Image

Working in the heat

Image

Potential job cuts for Austin city employees

Image

Free memory screenings being offered during pandemic

Image

1K Mile March: Alabama to Minneapolis

Community Events