Vans, the 'Steady Seller' in 'Seukeiteu Bodeuhwa' Shoes, The Secret Behind It [Hidden Eop Story]

'Vans' Originating from Skateboard Shoes
'Vans' Slogan "off the wall" Linked to Skateboard Culture
Steady Popularity in Korea... Best Seller for 3 Consecutive Years

Photo by Vans.

[Asia Economy Reporter Heo Midam] The number of young people enthusiastic about 'new-tro' is increasing. New-tro is a compound word of 'New + Retro,' meaning something that maintains the essence of the past while adding modern technology and sensibility. Riding this new-tro wave, there is a brand gaining popularity among the teens and twenties generation. It is the globally beloved sports brand 'Vans.'

With a history spanning over 50 years, Vans has established itself as a 'steady seller' brand that is loved consistently rather than just a passing trend. In particular, Vans' representative 'Old Skool' model, born in 1976, has attracted many consumers by coexisting classic past and trendy present even after more than 40 years. What is the secret behind Vans' long-lasting popularity?

◆ 'Vans' Started as Skateboard Shoes

Vans Authentic Collection. Photo by Vans

The history of Vans dates back over 50 years. Founder Paul Van Doren, along with three partners, opened a small store called 'Van Doren Rubber Company' on March 16, 1966, in Southern California, USA. This store was the origin of Vans.

On the opening day, a total of 12 customers visited the store. However, due to limited stock, Paul Van Doren could not sell shoes to all customers but promised to make shoes in the colors they wanted. Afterward, he personally made shoes for the customers, and as the rumor spread that shoes could be made in desired colors, the number of customers increased day by day. The shoes made at this time were Vans' Authentic.

In the 1970s, Vans' status rose even higher. California, where Vans stores were located, was famous as a surfers' hotspot, but at that time, surfers found it difficult to surf due to the lack of waves and started skateboarding as an alternative to surfing.

At this time, Vans' Authentic attracted the attention of skateboarders. The Authentic was made with a rubber sole called 'waffle sole,' which has a waffle-shaped grid pattern. This sole provided excellent surface adhesion and durability, making it perfect for skateboarding. Subsequently, Vans, which gained great popularity among skateboarders, gradually improved its products by reflecting their opinions.

Vans' slogan is also related to skateboarders. In the 1970s, the United States was experiencing various social movements due to the Vietnam War, and teenagers also took to the streets, creating their own 'rebellious' culture.

One of the symbols representing this rebellious culture was skateboarding. When they saw someone skillfully riding a board, they exclaimed, "Did you see that guy get off the wall?!"

Influenced by this, Vans' slogan became "off the wall." This phrase, meaning 'peculiar' or 'unique,' embodies respect for freedom and individuality and is still widely used as Vans' slogan today.

◆ Trendy Coordination at Affordable Prices

Vans Old Skool. Photo by Vans

Founder Paul Van Doren established the principle of 'providing reasonable prices and good quality products to everyone' at the time of founding. Even after 50 years, Vans still adheres to this principle, attracting consumers with affordable prices and stylish designs.

In particular, another representative product line of Vans, 'Old Skool,' boasts comfortable wear and excellent durability, earning the nickname 'basic item.'

The design, which is easy to match with any outfit, was enough to captivate consumers, and most of Vans' 'Old Skool' product line is priced under 100,000 won.

Another reason for Vans' steady popularity is its unique 'free atmosphere' and 'youth culture.'

Starting as skateboard shoes, Vans continues to focus on promotions related to skateboarding and street culture. The Skateboarding Day held annually by Vans is so popular that it is called a festival for Vans-loving skaters.

Last summer's Skateboarding Day saw about 150 skaters and 5,000 citizens participate, showing its popularity. In other words, Vans provides the younger generation with lively and fun experiences directly.

◆ Vans Becomes a 'Steady Seller' in Korea

Photo by Vans.

Thanks to these factors, Vans is also popular in Korea. Initially, Vans was distributed individually only in some select stores centered around Apgujeong, Seoul, in the 1990s. Also, because it was imported unofficially at the time, Vans was sold at expensive prices, but in 2002, ABC Mart officially signed a license contract and officially entered the Korean market.

Afterward, several celebrities, including singer G-Dragon, wore Vans shoes, and the popularity among celebrities shifted to the teens and twenties generation interested in street fashion. In particular, Vans' 'Old Skool' became an indispensable product for those interested in street fashion.

As a result, Vans' 'Old Skool' was the best-selling shoe at ABC Mart last year. Notably, this product was selected as the best-selling product for three consecutive years from 2017 to last year.

Moreover, Vans' 'Old Skool' black product ranked first in the 2018 sneaker sales ranking surveyed by the online fashion store 'Musinsa.'

At that time, besides 'Old Skool,' five Vans products including 'Classic Slip-On' and 'Authentic Black' ranked within the top 10, proving that Vans has become an indispensable brand among the teens and twenties generation.