2. “Vans are the original sport
footwear company grounded
In youth, authenticity, and
individual style. Our purpose
is to embody and represent the
creativity and self-expression
at the core of action sports
and youth culture.”
9. CATCH OUR drift
People over products
Youth culture
creativity
Self-expression authenticity
Individuality
simplicityadventure
community
daring
bold
skate
Surf
ride
music
function
classic
durable
chill
sustainability
10. “When I was at the brand previously, we would say our
pillars were art, music and street culture and they
rested on a foundation that was action sports.”
16. top sellers
authentic old skool sk8 hi
debut: 1966
first board shoe,
known for its
durability and grip
debut: 1978
debut of the now
world renowned
Jazz stripe
debut: 1978
created to bring
new performance
functions that
protect
slip-on
debut: 1977
made famous by jeff
spicoli in “fast time at
ridgemont high”
19. sales numbers
vans brand revenue for the fourth quarter was up 14%.
driven by an increase in the american business and in europe
a return to growth with a mid-single-digit rate increase; and
more than 20% growth in asia pacific. revenue for the vans
brand for the full year was up 6% and reached $2.3 Billion.
looking ahead to 2017, we anticipate that out regional growth
rates around the world will continue strong. in fact, we
expect five-year compound annual growth rates of 10% in the
americas, 20% in europe and 25% in our asia pacific region.
20. size and scope
store information
70 retail stores location in california
415 retail stores worldwide
our vf and brand teams are laser
focused on creating innovative, engaging
in store experiences.
21. size and scope distribution
vans sells merchandise in more than 100 countries
and some 600 stores, and has about 7,000 employees,
including an estimated 500 in cypress.
vans merchandise is sold in the us by national chain
stores and in skate, surf, and specialty shops in north
america, europe and asia as part of its marketing
strategy, vans backs bands through music festivals.
22. size and scope
e-commerce
using data to better understand consumer trends and
preferences in helping vf corporation better serve
consumers directly through its owned retaila and
e-commerce business.
“e-commerce was particularly strong in china,” said heinz
salburger, vf corp’s president of international affairs
23. size and scope
direct-to-consumer
direct-to-consumer revenue was 28%
of total vf revenue in 2015 compared
to 26% in 2015
revenue is expected to grow at a high
single-digit percentage rate. direct-to-
consumer growth in 2017 includes the
addition of about 50 stores and mid-
single-digit comparable sales growth.
24. size and scope
wholesale
at vf, our fundamentals are strong and our
ability to win with soncumerism is unchanged.
and while segments of our wholesale business
in north america struggles in 2016, our global
direct-to-consumer business and our business
outside the u.s. remained strong.
26. demographics
age: 16 - 35
location: urban areas: domestic
and international
gender: all
income: lower middle class -
upper class
occupation: all
education: all levels
28. JACOBJACOB
Los angeles
19
JACOB IS A 19 YEAR OLD SKATER BORN
AND RAISED IN LOS ANGELES. WITH IT
BEING HIS FIRST YEAR OUT OF SCHOOL HE
IS TRYING TO BECOME A PRO SKATER. HE
CURRENTLY RIDES FLOW FOR ALMOST
SKATEBOARDS AND HAS A PART TIME
JOB AT HIS LOCAL COFFEE SHOP. JACOB
STILL LIVES AT HOME WITH HIS FAMILY
BUT HAS BEEN SAVING UP TO MOVE
OUT. HE SPENDS HIS EXTRA MONEY ON
NEW SKATE STUFF INCLUDING MONTHLY
PURCHASES OF NEW VANS TO SKATE IN.
29. Sarah
Santa cruz
23
SARAH IS A 23 YEAR OLD GIRL WHO
GREW UP MOVING AROUND THE WEST
COAST. after graduating college,
SHE DECIDED TO MOVE TO SANTA CRUZ
WHERE SHE LIVES WITH TWO ROOMATES
AND A DOG. SHE WORKS IN THE MARKET-
ING DEPARTMENT FOR _____, but
at heart she is a surfer. She loves
spending her time at the beach and
going out to concerts at night. She is
free-spirited and is involved in the
local youth art scene.
SARAH IS A 23 YEAR OLD GIRL WHO
GREW UP MOVING AROUND THE WEST
COAST. after graduating college,
SHE DECIDED TO MOVE TO SANTA CRUZ
WHERE SHE LIVES WITH TWO ROOMATES
AND A DOG. SHE WORKS IN THE MARKET-
ING DEPARTMENT FOR _____, but
at heart she is a surfer. She loves
spending her time at the beach and
going out to concerts at night. She is
free-spirited and is involved in the
local youth art scene.
30. BEn
new york
27
ben is a 27 year old from chicago
who moved to new york to pursue
new business ventures. He is an
entrepeneur and free-lance graphic
designer. His life is centered around
fashion. Ben is always at new store
openings and galleries in soho, both
for his own pleasure and as market
research. he hopes to launch a
high-street fashion brand within
the next couple years. ben has a
girlfriend who also wears vans.
34. footwear and apparel market: $1,669.6 billion
global market
PASSPORT 3APPAREL AND FOOTWEAR: GLOBAL INDUSTRY OVERVIEW
Disclaimer
Much of the information in this
briefing is of a statistical nature and,
while every attempt has been made
to ensure accuracy and reliability,
Euromonitor International cannot be
held responsible for omissions or
errors.
Figures in tables and analyses are
calculated from unrounded data and
may not sum. Analyses found in the
briefings may not totally reflect the
companies’ opinions, reader
discretion is advised.
The apparel and footwear
industry experienced another
year of positive growth in 2016,
however, at 1% it proved to be
the weakest year-on-year
development since the global
recession, reflecting persistent
subdued demand in Europe and
the negative effect of the
Chinese slowdown.
Nevertheless, a myriad
opportunities remain from
sportswear’s robust growth to
incorporating digital innovation
into the shopping experience
and catering to consumers’
ongoing desire for instant
gratification.
otwear Global Industry Overview contains a global outlook,
mance of the apparel and footwear categories
nst other consumer industries and across regions and
also identifies leading companies in the industry and
trends shaping the development of the global industry over
Unless otherwise noted, all values expressed in this report
ollar terms, using a fixed exchange rate (2016). All data are
nt 2016 prices; inflationary effects are discounted.
d
Womenswear
US$630.0 billion
Menswear
US$414.2 billion
Childrenswear
US$157.7 billion
Footwear
US$346.5 billion
Apparel Accessories
US$68.5 billion
Hosiery
US$52.7 billion
The apparel and footwear industry
experienced another year of positive growth
in 2016, however, at 1% it proved to be the
weakest year-on-year development since
the global recession, reflecting persistent
subdued demand in Europe and the negative
effect of the Chinese slowdown.
DATA FROM EUROMONITOR
35. US footwear market: $79.7 billion (up 6% in 2016)
domestic market
US sports footwear market: 41% of total footwear (up 8% in 2016)
us remains the largest footwear market globally
USD Millions 2011 2012 2013 2014 2015 2016
Women’s 35,407.6 35,162.3 35,812.3 37,800.5 40,412.8 42,750.4
Men’s 21,453.8 22,036.9 22,688.1 24,440.7 25,903.7 27,277.4
Children’s 7,913.9 8,225.0 8,452.7 8,793.0 9,224.1 9,670.4
Total 64,775.3 65,424.2 66,953.1 71,034.2 75,540.5 79,698.1
women’s
Children’s
men’s
54%
34%
12%
DATA FROM EUROMONITOR
36. Market Sizes
Sales of Footwear
Retail Value RSP - USD million - Current - 2002-2021
79,698
2002 2016 2021
0
20,000
40,000
60,000
80,000
100,000
120,000
Forecast
Sales of Footwear
% Y-O-Y Growth 2002-2021
5.5% Forecast
2002 2016 2021
-10%
-5%
0%
5%
10%
Retail Value RSP - USD million - Current - 2016 Growth Performance
Sales of Footwear by Category
Click on a Category to update Sales Chart
Sales of Children's Footwear
Retail Value RSP - USD million - Current - 2002-2021
Company Share Performance in Footwear
% Share - Retail Value RSP - 2007-2016
0%
10%
20%
30%
40%
50%
60%
70%
80%
NikeInc
SkechersUSA
Inc
adidasAmerica
Inc
VFCorp
WolverineWorld
WideInc
Payless
ShoeSourceInc
NewBalance
AthleticShoeInc
DeckersOutdoor
Corp
SteveMadden
Ltd
Others
Retail Sales Performance by Company
Retail Value RSP - USD million 2016- % CAGR 2011-2016
Click on company to compare against market
40,000
50,000
OTHERS
Company Performance vs Market
% Y-O-Y Growth 2007-2016
Nike Inc
10%
15%
footwear sales company share performance in footwear
Company Share Performance in Footwear
% Share - Retail Value RSP - 2007-2016
0%
10%
20%
30%
40%
50%
60%
70%
80%
NikeInc
SkechersUSA
Inc
adidasAmerica
Inc
VFCorp
WolverineWorld
WideInc
Payless
ShoeSourceInc
Retail Sales Performance by Company
Retail Value RSP - USD million 2016- % CAGR 2011-2016
Click on company to compare against market
40,000
50,000
OTHERS
Company Performance vs
% Y-O-Y Growth 2007-2016
Nike Inc
10%
15%
DATA FROM EUROMONITOR
39. annual sales: $5,250,000,000
Number of stores: 4470
% of us market: 15.21%
annual sales: $3,010,000,000
Number of stores: 1600
% of us market: 8.72%
annual sales: $3,800,000,000
Number of stores: 400
% of us market: 11.01%
15%
11%
9%65%
Foot Locker
Payless Shoe Source
The Brown Shoe Company
Other Retailors
42. competitor one: nike SB
sales: 34 Billion
market share: 19.7%
target market: Nike primarily targets
consumers who are between the ages of 15-40
price range: $20 - $400
philosophy: NIKE, Inc. fosters a culture of
invention. We create products, services and
experiences for today’s athlete while solving
problems for the next generation.
DATA FROM NIKE.COM AND EUROMONITOR
43. competitor two: converse
sales: 228 million
target market: Converse primarily targets con-
sumers who are between the ages of 18-28
price range: $19 - $340
philosophy: We empower our community to
unleash their creative spirit through Music, Art
and Skate, with a focus on inspiring and enabling
young people to be their true authentic selves.
DATA FROM NIKE.COM AND EUROMONITOR
44. sales: 32 million
target market: DC primarily targets consumers
who are between the ages of 13-28
price range: $20-$160
philosophy: DC Shoes is an American company
that specializes in footwear for extreme
sports, skateboarding, snowboarding, BMX,
Motocross, Rally car racing, and surfing.
competitor three: DC shoes
DATA FROM DCSHOES.COM AND EUROMONITOR
47. footwear trends
Retro resurgence
increase in consumer knowledge
sports shoes have benefitted the entire shoe market
ankle boots are no longer seasonal
more than 80% of sales are made in retail stores
Internet sales have grown 6% over the last 5 years
using technology to help physical retail
48. direct trends
EVOLUTION OF ATHLEISURE
CHANGES IN CONSUMERISM
RETAILING LANDSCAPE SHIFTS
fast changing market place
celebrity influence
49. new “it” shoe
old skool
lots of collaborations
mte and lites
vault line
authentic line next?
50. future of retail
Personalizing products to better meet the
needs of the consumer
Technology that recognizes consumers
growth in Social media shopping
ultra-fast delivery and service
Story-telling and experience based shopping
58. opportunities threats
Growth in athleisure
Brick-and-mortar experience
advancements in technology
increase in consumer knowledge
sustainibility trend
Skateboard market is growing
high competition
crowded marketplace
counterfeits and replicas
fast changing trends
high return rates
S
w
0
t
59. buying strategies
Leading Company within VF as of 2018
Predicted 2.1% Annual Growth
More than just a skate shoe
Our Classics:
Best Seller: Old Skool
Authentic is the new style
Color Categories
61. PLANNED MONTHLY SALES
AUG SEPT OCT NOV DEC JAN
$5 MIL
$10 MIL
$15 MIL
$20 MIL
$25 MIL
$30 MIL
$35 MIL
Sales (LY) $131,340,760.32
%Planned Increse 2.1%
Planned Sales for Period $134,158,080
Plaanned EOM for Period $41,152,785.28
Inicial Markup % 42%
S-t-S 2.30
Cost % 58%
Planned Reduction $ $20,123,712
Planned Reductions % 15%
Aug
Sales Distribution 12.12%
Reductions Distribution 10%
Aug
PLANNED MONTHLY SALES $16,259,050.30
PLANNED MONTHLY BOM $37,397,906.38
PLANNES MONTHLY EOM $46,124,084.54
PLANNED MONTHLY REDUCTIONS $2,012,371.20
PLANNED PURCHASES AT RETAIL $26,998,508.65
PLANNED PURCHASES AT COST $15,659,135.02
Sept OCT NOV
14.95% 13.33% 17.88%
12% 3% 20%
Sept OCT NOV
$20,053,949.80 $17,885,955.23 $23,987,464.70
$46,124,084.54 $41,137,697.02 $55,171,168.82
$41,137,697.02 $55,171,168.82 $69,883,480.50
$2,414,845.44 $603,711.36 $4,024,742.40
$17,482,407.72 $32,523,138.39 $42,724,518.79
$10,139,796.48 $18,863,420.26 $24,780,220.90
DEC JAN TOTAL
22.65% 19.07% 100.00%
25% 30% 100%
DEC JAN TOTAL
$30,384,121.96 $25,586,629.02 $134,158,080.00
$69,883,480.50 $58,849,246.74 $308,563,584.00
$58,849,246.74 $41,152,785.28 $312,318,462.90
$5,030,928 $6,037,113.60 $20,123,712.00
$24,380,816.19 $13,927,281.15 $158,036,670.90
$14,140,873.39 $8,077,823.07 $91,661,269.00