Paul Vans Competitors Of The 1960's

Paul Van Doren and his three partners opened the first Vans store in 1966 in California, The store was combined with the shoe factory. On the first day 12 customers were waiting all day to purchase shoes , as they had to be produced, store did not have them in the stock warehouse.

The earliest Vans customers in 1960’s and 1970’ were people who were young, active and passionate about sports, and were spending the most of their free time outdoors. They were mostly surfers and skateboarders who need durable shoes while practicing their favourite sports/hobbies. These groups loved Vans shoes as they were strong and cheap. Company was also offering customers new experience of style and fun. Vans were able to accommodate special requests for

Skateboarders weren’t respected as athletes and in many cases skateboard was seen as childish activity not actually a sport. In 1970’ and 80’s skateboard was prohibited in cities and market became to decline. (Huffpost Chicago)

Vans competitive advantage was unique service that they were providing to customers and also there was no other company who would specialize in footwear for skateboarders and surfers at this time. Vans were producing sports shoes which were cheap but durable and made from good quality materials. The competitive advantage was manufacturing shoes a with cycle time of 19 days from the order day, to finishing and receiving product, this was Vans obligation to customers. Company recognised customers wants and fulfilled their needs about perfect shoes. The shoes were individually made per orders to fit the feet perfectly, additional to this you could choose the color and design of your vans . This was something absolutely new on a market, and everyone got obsessed about them and there was no one else who could do it as no one had their own factory. Vans created a connection between shoes and sport , vans sneakers were associated with skateboarding and surfing and every fan of these extreme sports must had have at least one pair. Vans brand meant to people youth, sun, California, beaches, skateboarding and surfing. Vans meant fun and sport to