VANS MAGAZINE - ED 1 FY25

Dear all,

it’s with great pleasure that I take the opportunity to open our amazing Retail magazine for May.

I would like to start by expressing

Recently I have had the pleasure of visiting some stores and each visit has been truly inspiring for me. .

April marks the beginning on the new fiscal year and it gives space for some reflections.

Last year we created and implemented our , a path for Vans to progress forward in Emea; we set clear choices and catalysts to drive impact and performance.

We are now constantly advancing through the execution of these choices, elevating the brand experiences at every consumer touch point.

In the last few weeks, we executed an elevated store concept in more than 25 stores across EMEA. This was done with agility, energy and passion in a short amount of time; other stores will follow soon. This is a great achievement that was only possible thanks to the contribution of each of you.

I’m looking forward to meeting and connecting with all of you in person at our stores.

VP Marketplace Vans Emea

COLOGNE LYON PARIS LA DEFENSE

PARNDORF WARSAW URSUS WEST MIDLANDS

▪ LGBTQ+ Activist, OG Skater, Super Mom

▪ Grew up in West Sussex, England and started skateboarding as a child in 1997

▪ Skateboarding career now stretches over the span of two decades, with 21 years on board

▪ Firm staple of UK skateboarding scene since 2009, winning the UK Skateboard Champs and Girls UK Skate Jam numerous times

▪ Passionate about efforts to make skateboarding more accessible for girls by setting up Brighton based She-Shredders coaching sessions, workshops and leading on mass participation and inclusion events (i.e Push the Prom)

Throughout history, denim has renewed its significance with every generation, social circle and subculture which has enabled this textile to claim the title of ”the people's fabric”. Denim has played a significant role in the LGBTQ+ community as a symbol of rebellion, non-conformity, and self expression. The history of denim in the LGBTQ+ community can be traced back to the 1950s and 1960s, when the gay rights movement was in its early stages. During this time, members of the community began to adopt a more masculine and androgynous style and once denim became more mainstream it was often used to create a sense of community and belonging.

Today, denim remains an important symbol of self-expression and identify within the LGBTQ+ community and is often used to signal a sense of individuality and rebellion against societal norms.

“ERG Leader,

Attached is a token of our appreciation for all that you do to help build an inclusive culture and a sense of belonging at VF through our Employee Resource Groups. We recognize that the work you do is above and beyond your daily responsibilities and for that we are grateful. We have also arranged a gift for you as a leader. We will be offering Strengths Finders assessments to all ERG leaders. Strengths Finders is an accredited leadership development tool that we hope aids in your growth at VF. Stay tuned for more information on the Strengths Finder assessment date and ERG debrief sessions in Q1 of FY25.

Manager – Thank you for recognizing the time and space that your associate puts in to contribute to our culture of belonging at VF. By understanding the value of this work, you are investing in your associate’s development and creating space for them to explore other areas of interest.”

Thank You, Your Global IDEA Team

Members Enrolled

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When I was asked to be involved in helping to create and deliver some of the content for our Skate or Die strategy, I was delighted but also really excited to get started.

When I then found out that I was going to heading up the customer connections pillar I felt a real responsibility as this is the pillar directly related to the customer service and experience in the store.

I felt a bit anxious again about really making sure that the message for this would be impactful and that it could really help elevate the experience in store for our consumers but also our team members.

However once I got started on the content and it started to come together in elements and learning objective I really started to feel that this would really make a difference in the stores and that this could really move our business forward.

I put a lot of myself into this content. The journey it led me on has left a lasting impression on how I perceive the overall customer experience in our stores but also in the wider retail market.

Its raised my expectation of what an elevated customer experience is and I hope that from going through the content it has elevated your expectations also

This has been a true highlight of my retail career to deliver the content in our meeting in Lisbon and has helped me to grow as a leader but also a person

Forever thankful to Natalie for having the trust and belief in me to lead this pillar.

Thank You

From the 6th till the 9th of May, we got together in Lisbon to understand what "SKATE OR DIE" means to us, and how to ELEVATE the conversation in our stores...

• We feel like a brand icon, bursting with pride for Vans

• We showcase our iconic product, adapting the benefits to each customer’s needs

• We leverage the power of the icon to build outfits and add on sales

A standout feeling for me throughout the ELEVATE build has been the sincere enthusiasm, heartfelt respect, and genuine pride that our teams feel for our brand. When exploring the catalysis of Skate or Die through the focus groups, I felt so inspired and energised by our teams.

For me, that was a key starting point when building the pillar SHOWCASING VANS.

We have so much to be proud of as a brand. We have such a dynamic and authentic heritage to share, it was important to me that we used this as a source of inspiration for our team as well as our customer.

For ELEVATE to have deep routed foundations and really be alive in our stores, our team need to be inspired and energised by our brand.

Presenting SHOWCASING VANS to our teams was a genuine joy because I support the message so strongly. This IS going to have an impact on how we and our team feel about our business. It is going to inspire our team to feel ICONIC and enhance their connection to our brand. It has been such a powerful message to deliver, and I can’t wait to see this grow within our stores.

Thanks for this incredible opportunity Natalie, this is really just the start!

Lisbon meeting is in the books but what has been shared there is here to stay! We need to lead the turnaround and after creating customer connections and showcasing our icons, the focus goes to reclaim our skate credibility.

SKATE is Vans and Vans is SKATE. This is our playground so we must win there. We want to be globally recognized for being THE skate brand. How to do that?

We discussed about 3 main elements in Lisbon:

▪ Passionately share our Skate heritage and the evolution of our product

Think in our values (INCLUSION, COMMUNITY, CONNECTION) and how we can build on them to connect with the skate community.

▪ Inspire our non-skating customers with our street credibility

When it comes to non-skating customers is all about: ask the right questions, use power listening, and describe the benefits that they can get out of the characteristics of our products.

▪ Act! Confidently share our Skate credibility with skaters

With the skate customers we saw that the key points are: product/brand knowledge, let’s use this in our story telling! Be confident, trust yourself! Use your energy and passion to engage with the customer. Attitude is key Be curious, learn from our skate customers, there’s nothing wrong not knowing something, if you have the will of learning it.

hat’s all folks!!! an’t wait to visit the stores, and see the SKATE OR DIE strategy coming alive!

And don’t forget to watch the videos of Lisbon

Click below

Multiple sales challenge

Hello everyone!

I present to you the contest we have held in Malaga for 4 weeks to incentivize the team

•On the board every week we put the goals: (FTW+ACC / APP+ACC / FTW+APP / FTW+APP+ACC)

•Points were earned by making multiples sales.

•Each week, a goal was set and the person who earned the most points over the weeks would be

The team, before starting their shift, could check the points ranking on a board where the score was recorded daily. The competition has been very close at all times, but finally, the winner and therefore the one who benefits from the 70% discount voucher has been:

Seeing the results obtained, we will repeat similar contest soon to keep the team motivated �� Stay tuned! They also have an official certificate... Amazing!

Fullprice Channel COMPETITION

In March begin in fullprice channel, our Second Edition of the Fullprice Competition where our goal is

- Each store has teams of 2 people who compete to be the best of the week.

- Stores compete among themselves to have the greatest increase in multiple sales possible.

- Every month we have a winning store and a winning team that gets a great prize!

Points:

•Ticket of 1 item, -0,5pts

•Ticket of 2 items, +1pts

•Tickets of 3 items, +2pts

•Perfect sale (FTW + sock + nickwax + reusable bag) 5pts

•CHOW (challenge of the week updated weekly). 3 pts

•Locates 2 x team: -3pts other team

•Nickwax 5 units: -2pts other team

EMEA LEVEL

We ended the first month leading This represents an increase of +2.21€ per ticket YoY earning an extra revenue of +13.6k!

Super amazing job from all Iberia stores! ��

Team challenge

n order to push this month’s sales, we decided to organize a

This marathon took place for 1 month: we divided the store team into 3 smaller team, and each team had a Captain: Sara, Miriam & Denise, Our 3 Sales Specialists.

The captains, just like there team members, had to score points, in addition they also had to manage their teams in order to win the challenge :

In this competition each week we established minimums, to which each minimum was presented based on the hours each person worked.

Example:

At the end of the week, we gathered all the points made by each team member. After that, feedback was given to the captains on how their team performance was going.

And like that we will have 2 possible scenarios:

▪ A player achieves the weekly target and collaborates for the team victory and it will be place on the

▪ If does not meet the minimum target it would be placed on the

During this month we saw and extraordinary improvement on our Nikwax, socks and Reusable bags! Also was a really Fun competition and most of team had lots of fun, showed commitment and consistency from the begging until the end

BLIKSEMSTAGE

(“Lightning

Stage”)

“It is an internship with children to avoid a school dropouts. They get to come ½ day to work and learn in our stores to see the opportunity in work life”

'We had a request to give a 'lightning internship' to a class of eight 13-14 year old kids. Because we want to give back to the people, we said yes! For three hours, we showed them what it's like to work retail, and what Vans stands for and where and when the brand originated. It was a fun morning with lots of interesting questions and conversations. Hopefully, one of these kids got inspired to skate, work in retail, or started loving Vans!'

Once upon a time….

In the Belgium office there was (as in all offices) no Christmas party (due to no budget).

So 4 people in the office decided to organise one anyway although all the people had to pay to come and to drink.

BUT this is where Vans steps in and gives back!

So (Vans Antwerp), (Vans Wijnegem) and (Vans Brussel), thank you so much for showing who we are and spreading the love.

Thanks for the waffles you made and the smile on people’s faces you created.

All night people came to me to say how nice our teams always are, on this night at the waffle stand and in the stores.

So again, all my thanks and respect for giving the vibe you give!

Spider, Dries, Thomas and Nico with his everpresent cowboy hat!

… and they live happily even after!

Hi ’m atie

’m the store manager of Vans irmingham right in the middle of England.

joined V back in 2017… had decided the commute to my old job as store manager was just too long as hadn’t long come back to work from maternity leave and my little boy George was only 1 years old.

So, I got my search on, I knew I could run a store, but where did I want to work? Who did I want to work for? I wanted to be closer to home for my son but still wanted to work, ’d been a manager and district manager in the past 14 years and didn’t want to give up on all that experience I had.

hat’s where my Vans journey started, applied for the position of store manager in the Resorts World store in Birmingham, this was an outlet store and got it!

’d thought was the most experienced manager out there at this point, then I worked in an outlet ha-ha! It was a whole new world, the pace, the volume of stock, it was so different to retail, but I loved it, every second….

Then an opportunity came along a year later to manage the Birmingham retail store, something new again, which I was excited to give a go!

The start of my Vans journey was about me getting a better work life balance for myself and my little boy, Vans has given me that ow have 2 sons, in the 7 years working here ’ve had my 2nd son Bobby.

’m given great opportunities from my district manager avid to keep me pushing myself and making myself a better manager, helping the supervisors on the district and taking the lead in debrief calls each week.

George & Bobby

HiFamily,

I’m Rossana, District Manager Italy South-RSM and Greta’s mother, she is 23 and she is my best success in this life. I am the first District Manager Woman hired in my Country.

But I started as part-time sales specialist in Timberland in 2008.

I worked hard everyday to do my best. Many time I felt tired. Many time I wondered if it was the right way. It was hard to find a balance being a woman, between my life

Here Marta, that during the VRLS 2019 in Malta, was awarded for her looong career in Vans.

Amsterdam Kalvestraat

Eleni made a sell of

to a family of the states that lives in Cairo, they love the store and had a lot of fun with her.

Dear people at the Vans store in the Kalverstraat in Amsterdam,

About twice a year I visit your store with my nephew to buy him some Vans. He needs a bit of a different approach and you guys handle this so well. Every time we've encountered a kind and patient employee who takes their time to try on shoes with him. It makes me super happy to see, and even a bit emotional today.

I figured I would let you all know, because it's a big compliment for you guys! Thank you all! You're an amazing team.

Kind regards

Corrie Tromp Broek in Waterland

In the picture, with the receipt of Amsterdam Runstraat

With a direct flight from the sunny Canary Islands, Raul Gonzalez Ortega, is ready to show us great results in Amsterdam!