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Agenda-setting intelligence, analysis and advice for the global fashion community.

Vans Knows You’re Sick of Their Shoes

For 15 years, the canvas sneaker giant rode a wave of demand for its classic styles, only to find itself on the outs when customers moved on to more innovative footwear. Will its new products drive growth again?
Vans Old Skool shoes with white tube socks and jeans.
Where Vans sales grew 24 percent in the year ending March 2019, they fell 13 percent in the final three months of 2022. (Shutterstock)

Until recently, Vans sneakers seemed to

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Further Reading

Why Supreme Sold to VF Corporation

In a deal that values the New York streetwear brand at $2.1 billion, Supreme picks up a long-term partner with back-end prowess and ambitions to scale it past $1 billion in annual sales.

How Vans Keeps Its Cool

The skate shoe brand is 15 years into a sales boom and competes head to head with Nike and Adidas. Now parent company, VF Corp., is betting the same formula can help it transform from a collection of musty department-store labels into a retail empire.

Can Timberland Be More Than Just a Boot Brand?

After years of flat sales, the VF Corp.-owned shoemaker is looking to clarify its sometimes muddled image with consumers. On deck: product innovation, buzzy collaborations and more apparel.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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