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1 5 VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018

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CONTENTS ONE

VANS OLD SKOOL original branding

TWO

VANS NEW SKOOL new branding

THREE

original consumer

new consumer

VANS STORE OF NOW CONCEPT visual position design

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VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


OLD_SKOOL

IN 1966,

Vans was solely a skate shoe. Paul and Jim Van Doren opened their doors, welcoming consumers of the

C A L I F O R N I A . LIFESTYLE

At their small shop in Aneheim, CA. Vans started their brand at just the right time to satisfy a need in the market. Since this time vans has expanded to not only serve skateboarders, but surf, snow, and BMX as well. Combining style with sport, vans was sure to

B E COM E A CLA S S IC

Vans goes back to basics with five different refined styles: The Classic, the Authentic, the Sk8 High, the Old Skool, ans the Slip On. PAGE 5


VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


ORIGINAL_CONSUMER

OLD SKOOL

We recognize the original consumer: the skateboarders. Vans original culture is California born-and-bred,

FREE SPIRITED,

individuals They are artists. It’s not about what is in fashion, but functionality for

S P O R T.

Their shoes wear time in the seams - celebrating individuality with every unique pair. PAGE 7


VANS_ BRANDING

Vans has become a closet essential. It’s Old Skool shoe has reached mass appeal - and mass production, but with that success comes the ‘trendiness’ that quickly passes as fast fashion street-wear moves onto something else. To keep the brand relevant, Vans must retain its exclusivity. Going back to its roots as a skate shoe. The ‘edge’ of Vans is what separates them from the rest. For Vans to remain an influential brand, they must honor their heritage and original consumer.

VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


SAME_KICKS NEW_TRICKS

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SKATE VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


NEW_SKOOL

T O D AY ,

Vans welcomes a new consumer. While change is not a bad thing, it needs to be done with purpose. We look to Vans as a brand that is making moves. A shoe that is

N OT JUST A S H O E anymore. Vans is warped tour, the park series, and house of vans. It is a brand with identity. This identity, however, has been shifting. It has become in fashion to own a pair, which is good for business, but not good for the brand. The future of Vans targets

FASHIONABLE C R E AT I V E S ,

To keep the brand’s exclusivity and intrigue, while still appealing to a larger market than it was first intended in the 1960s.

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VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


NEW_CONSUMER

NEW SKOOL

Vans new customer is of a younger demographic. They are inherently

FASHIONABLE

millennials, that look to vans for its simple aesthetic that seems to go with everything. Today’s consumer does not skate. Instead, Vans becomes a

LIFESTYLE

Brand. The new school has kept vans relevant in retail. PAGE 13


VANS_ STORES

Vans must appeal not only to its older consumer but to a new consumer as well. The current stores are dark and uninviting to those that are among the New Skool. Vans cannot lose its integrity, but must appeal to this newer generation of shoppers. To become more approachable, Vans will introduce a modern spin on the classic store. Vans keeps its raw, unfiltered edge attracting consumers of their target market. The brand remains influential and fresh, while increasing approachability for new market shoppers.

FRESH TRANSITION OPEN GRUNGE VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


SAME_KICKS NEW_TRICKS

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VISUAL_POSITION

_FRESH _TRANSITION _OPEN _GRUNGE VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


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THE_ DESIGN

VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


SHOP

3/16 scale

EXPERIENCE

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SURF VANS STORE OF NOW

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HANNAH TUCKER

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CONCEPT DESIGN

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APRIL 12, 2018


A P PA R E L

SHOES

POS

SHOES

MUSIC

S E AT I N G

ART

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Vans x SeaTac Case Study  

Co-op Portfolio Project Phase 1

Vans x SeaTac Case Study  

Co-op Portfolio Project Phase 1

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