I have began analyzing two current well known shoe brand names Toms and Vans! In current young fashion trends these two shoe brands are hitting the shops and we are seeing more and more young people wearing these brand names. So just how are these brands making it work?
Tom's are driven solely by purpose and the brand is seizing tremendous success because of it. Every pair of Toms shoes someone buys, the company gives a pair of shoes to a person in need. The shoes are not the brand. Rather the brand is about supplying shoes on a regular basis to a disadvantaged person. Toms are a unusual brand as they aim their advertising on not selling you a pair of shoes but for your money to go towards a charitable cause.
Armed with a simple but catchy slogan 'One for One' this type of advertising really does sell to the consumer!
The colours of the packaging and the fact you get a bag to put your shoes in really makes there advertising scheme so much bigger. If something is packaged better than something else a consumer is almost definitely more likely to buy into the brand that simply looks better!
Vans on the other hand have built their brand name up on the original 'skate shoe' and stayed connected to the consumer by major sport events BMX, surfing etc. However not many of the 'big' name brands in free sports gave managed to maintain their core and avoid the recession. The brand has kept its focus on the youth market and developed the style of shoes over the years and creating different colours. Vans have become increasingly popular over the last two years among non skaters with their much-loves slip on and has become more of a key fashion trend to wear with casual jeans however Vans stills works heavily in the surfing, skateboarding, and urban punk markets.
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