Chapter 8/ Segmenting and Targeting Markets

Vans markets to audiences that like the skateboarding culture and youth from kids to young adults. Vans uses it's visual effects of it's website, brand and product presentation to attract these audiences. The brand markets its products as edgy, carefree and reckless. Vans also reminds it's target audiences that it is a vintage brand that's been active since 1966. Vans has many ways it markets to it's consumers:

In this promotion, Vans wants to target consumers and develop trust in the brand so consumers will buy classic Vans shoes. Fans are encouraged to post pictures about their favorite Vans classic sneakers and the story behind that picture. Vans is actually showcasing their target audience in these pictures by showing what kind of customers they want to attract when selling their products.

http://www.vans.com/classictales

Vans also uses skateboarding promotional videos like this to show that the brand is still current, cool and up-to-date with their target market. This commercial also wants to market that Vans is always current and in the midst of skateboarding culture.