Vans

  • Matt Molloy
A look at Vans for Kids. By Matt P Molloy. Looking at the current vans kids web appearance (including social media), it has much less focus than the main brand. There is also no distinct difference between the adults and kids on the website. Given that the target market for the kids is different to the adults (although some adult customers will return for kids purchases, the thought process to the purchases is different) there should be a visual difference to help engage the users between the different products. I've taken the kids side of the vans brand and given it a visual re fresh to help appeal to the target audience and engage with them in a way which is slightly different to the main adult brand. By bringing in two new complementary colours, we can straight away distinguish the two kids sides, boys and girls and whilst these colours are slightly "out side of the box" for Vans, they still compliment the Vans brand nicely. Along side the two new colours, by bringing in very engaging visuals of the kids fashion. Along with pushing the new colours and imagery to bring the kids side of the brand to life, it is also a perfect opportunity to push the kids sporting side of the brand in skateboarding, bmx and snowboarding, especially in times when fitness and sport is on the rise. With opportunities to start pushing younger sponsors in selected sports, which will help getting more kids in to the culture that founds has founded. Also bringing in “styles of the week” to help push parents in the right direction who are new to the Vans culture, or current customers who are just looking to mix things up and try a new style.