VansMagazine2020Edition2

3 - EDITOR’S LETTER

4 - THE NUMBERS GAME

6 - THE NUMBERS GAME - E COMMERCE

8 - KNOW YOUR PRODUCT - RETAIL

18 - KNOW YOU PRODUCT - OUTLET

20 - VANS FAMILY UPDATE

28 - NEW STORE OPENING

30 - ICR UPDATE

32 - VLS2020 UPDATE

34 - HEART & SOLE

36 - STRAIGHT FROM THE FIELD

38 - WE NEED MORE FAMILY MEMBERS

2

“Hello Vans Family,

My name is Tary Nelson and I am the new Director of DTC Merchandising for the VANS

EMEA team.

While I am new to Vans EMEA, I am not new to the Vans family. I joined Vans almost 8

years ago as a part of the DTC NORA buying team in Costa Mesa, CA. I am excited about

this opportunity to help spread the Van Doren Spirit over here in Europe!

While I had worked for other retailers and global brands in the past, it was not until I came

to Vans that I have met such passionate, talented, and hard-working people. What was

most exceptional to me was that everyone is so invested in building the brand.

To this day the only time I have seen major conflict within the organization is because

everyone cares so much. When people ask me what I like most about Vans, my answer is

easy, “The Van Doren Sprit,” which means to me that nobody is too big to do what it takes

to get the job done. It’s in the foundation of Vans that we remain both humble and

hungry.

The humility of the brand and the Van Doren family is best represented by Steve Van Doren

himself. It always amazes me that he is the first person to operate the BBQ grill for both

internal staff parties and even huge external events like Warp Tour!

It’s with the help of the Van Doren family and all of you that we keep that Van Doren Sprit

alive and continue to do what it takes to foster creative self-expression for our consumer

and our Vans Family!

While I am a San Diego (California) native and had the opportunity to grow up with the

brand, it’s wonderful to see how the brand remains relevant in our newer markets.

I am excited to experience the Vans Family in EMEA and am confident that I will continue

to see the same passion for the brand that I was able to experience in the NORA region.

I am looking forward to meeting all of you in the field team as you are the eyes and ears of

our customer and you serve daily as our brand ambassadors!

Without you we could not execute any of the strategies we are tasked with and for that I

am extremely grateful.

I look forward to meeting you all in the field and cheers to a strong Spring and BTS season!

Tary Nelson

WEEK 46

Comp LY % top performing Districts

SALES

iiii 0.79%

COMP

UPT

1.42

CR

10.71%

1

2

3

Berlin Butcher

Wijnegem

Valencia

45%

36%

28%

Paris Bastille 21.6% Antwerp …....1.90 Paris Beaubourg 56.59

Edinburgh 20.3% Gothenburg ……..1.78 Copenhagen 56.16

Bilbao 19.9% Hossegor ……..1.75 Paris Bastille 55.84

Cardiff 19.9% Wijnegem ……..1.74 Paris La Defense 55.14

Leeds 19.6% San Sebastian H. ……..1.70 Milan Ticinese 54.33

-14.85%

WEEK 46

% of total sales

SALES

5.83%

COMP

UPT

1.60

CR

12.88%

1

2

3

Alcochete 47%

Swindon

45%

Las Rozas

24%

Birmingham RW 18.8% Agira 1.90 Mendrisio 37.8

Mallorca 16.5% Castel Romano 1.90 Roermond 37.4

Alcochete 14.8% Serravalle 1.82 Agira 36.9

Clarks Village 14.2% Alcochete 1.81 Alcochete 35

Portsmouth 14.2% Mendrisio 1.74 Castel Romano 34.2

-9.18%

WEEK 46

SALES

+23.75%

CR

1 . 80% ( +0. 1 %)

AOV

€53.64 ( 1 . 27%)

UPT

1.42 ( 3. 4%)

TOP SEARCHES

1. DISNEY

2. NIGHTMARE

BEFORE XMAS

3. SNEAKERS

4. SOCKS

22%

FULL PRICE

FEBRUARY 2020

SURF

Disclaimer: Those information and visuals are for internal use and aim at informing VANS EMPLOYEES & STAFF ONLY.

KEY FEATURES :

ALL TERRAIN GRIP

Full rubber-wrapped reverse waffle lug

outsole for improved traction and flexibility.

ULTRACUSH ®

Co-molded Ultracush midsole that

increases comfort, not weight.

INCREASE BREATHABILITY

UltraCush tongue with breathability

ports for superior airflow.

FELL SUPPORT

EXO-Skeleton provides built-in

support across the toes and

medial sidewall, with heel lock

for a secure fit.

FEBRUARY 2020

SURF


ALL DOORS

W

VN0A4U1KXU51

UA UltraRange EXO

green sulphur

€ 110

VN0A4U1KRED1

UA UltraRange EXO

red

€ 110

VN0A4U1KXU21

UA UltraRange EXO

(Blur Checker)

black/marshmallow

€ 110

VN0A4U1KBLK1

UA UltraRange

EXO black

€ 110

A DOORS

VN0A4U1KWHT1

UA UltraRange EXO

white

€ 110

W

VN0A4U1K27I1

UA UltraRange EXO

(Checkerboard) true

white/black

€ 110

FEBRUARY 2020

SURF


ROWAN PRO

HARDLAUNCH : 15/02/2020

WHO ?

• Name : Rowan Zorilla

• Lives : Oceanside, California

• Date of Birth : March 22, 1995

• On Vans Since : January 2013

• Main Sponsors : Vans, Baker,

Independent, Spitfire

KEY FEATURES :

POPCUSH

Snaps back and won’t pack.

A new Pro Skate impact

protection and energy return

foam for less fatigue to

skate longer.

SICKSTICK

A new Pro Skate rubber

compound is designed for

more grip, limitless flexibility,

and maximum durability.

DURACAP®

Reinforced durable rubber

underlays in high-wear areas

act like an armored plating

to last longer.

ALL DOORS

VN0A4TZCW5J1

VN0A4TZCY281

A DOORS & PRO SKATE DESTINATION I

FEB 2020

PRO SKATE H2T

VN0A4TZCW8R1*


ROWAN PRO

ALL DOORS

VN0A4MQQWHT1

VN0A4MQCBLK1

VN0A4MQDBLK1

VN0A49TIYJS1

A DOORS & PRO SKATE DESTINATION I

B DOORS

VN0A4MQCWHT1**

VN0A4MQQWHT1**

VN0A49RCK9T1***

FEB 2020

PRO SKATE H2T


VN0A456ZYJT1**

SANDY LIANG

• New York City (Lower East Side) born and based fashion

designer; 27 years old

• After graduating from Parsons, Liang started her eponymous

label, with her collections rooted in New York influence and style.

• Sandy considers grandma fashion, sport fem, nostalgia and

humor as her guiding design principles and pillars.


SELECTED DISTRIBUTION

OXFORD & COVENT GARDEN

COVENT GARDEN ONLY

FEBRUARY 2020

SANDY LIANG H2T


SANDY LIANG



OXFORD & COVENT GARDEN


London Carnaby St

London Camden

Barcelona

Birmingham

Glasgow

Manchester Trafford

Newcastle

Edinburgh

Gothenburg

London Oxford Street

London Covent Garden

FEBRUARY 2020

SANDY LIANG H2T


C STORES

VN0A2RR1X7Y1

VN0A2RR1X7Y1

UA Era 95 DX (Anaheim

UA Era Factory) 95 DX og (Anaheim skulls/og

Factory) black/og skulls/og white

black/og € white 85

€ 85

VN0A2RR1X7Z1

VN0A2RR1X7Z1

UA Era 95 DX (Anaheim

UA Era Factory) 95 DX og (Anaheim skulls/og

Factory) red/og skulls/og black

red/og black € 85

€ 85

VN0A38G2X7Y1

UA Old Skool 36 DX

(Anaheim Factory) og

skulls/og black/og white

€ 85

VN0A38GFX7Z1

UA SK8-Hi 38 DX


skulls/og red/og black

€ 95

VN0A38G2XFI1

UA Old Skool 36 DX


black/og gray/og white

€ 85

KEEP YOUR EYES OPEN FOR APPAREL LINKED

TO FTW COMING IN MARCH

FEBRUARY 2020

UNISEX


KIDS

C STORES

VN0A3189TQZ1

VANS CLASSIC LOGO

FILL BOYS RACING

RED-CHECKERBOARD

€ 22

VN0A45AEIZQ1

VANS CLASSIC ZIP

HOODIE II BOYS

RACING RED

€ 60

B STORES

VN0A49P4BLK1

WARP CHECK

WINDBREAKER

BOYS BLACK

€ 65

VN0A49OFBLK1

VANS REPEAT PO

BOYS BLACK

€ 60

A STORES

VN0A4MZEVB81

NEON TRI GLITTER

WHITE-FUCHSIA

PURPLE

€ 28

VN000IVFFS41

VANS CLASSIC BOYS

FUCHSIA PURPLE

€ 20

VN0A48FSDSQ1

CHECK MY SHINE RAGLAN

FUCHSIA PURPLE-WHITE

€ 30

FEBRUARY 2020

KIDS APP


STYLING PROPOSAL FOR SS20 OUTLET COLLECTION

VA46N8T8G

CUFF DROP V

RANGER GREEN

HEATHER

VN0A3W5RBLK1

MN CHECKER CO.

PO Black

VN0A4BJB7WM1

MN TREECO 2-B

TrBl

VN0A3I6RTT21

MN OLD SKOOL III

BAC BLACK RETRO

VAN

VN0A347ZME81

MN Winston (C&L) DARK SLAT

VN0A4C2SIND1

MN PALMSTER

CREW (9- Indigo

VN0A4CUWBLK1

TROPICON CREW -

'BLACK

VN0A4DIBBLK1

PARTY CHECKER

LS - 'BLACK

VN0A3H9OBLK1

BY SKETCH TAPE

PO BOYS

VN0A3TLCXOY1

Ward

Platform(Patchwork

)Rose/black

VN0A349SMFV1

YT Chapman Stripe (Textile)

Camo


THE LATEST FROM THE FAM

Program

UPDATES

Complete MEMBERS’ COUNTER

New Tiles

221K

update Jan 20th

Program

UPDATES

New EMPLOYEE CONTEST!

TELL US ALL ABOUT YOUR STORIES

We opened a contest to gather the craziest and funniest storied occurred with

customers.

Enter Vans Family and submit your stories! The whole store will win a cool

experience!

STORE SHOUTOUT

WINNERS OF Q3 CAPTURE CONTEST

VANS OUTLET LIVINGSTONE

STORE SHOUTOUT


VANS STORE CARDIFF

STORE SHOUTOUT


VANS STORE WESTFIELD WHITECITY

NEW REWARD!

CHECKERBOARD DUFFLE BAG

REDEEMABLE WITH 2000 POINTS

LIVE FROM FEB 24 TH

SOON DISPATCHED IN ALL STORES

26

STORIES WORTH

SHARING

SURPRISE&DELIGHT

BRAINTREE

Today was Asa's 7th birthday, I got

chatting to the family while they were

trying on some of our youth clothing, and

quickly found out the whole family were

absolute Vanheads! Dad told me he first

bought a pair of black and white

checkerboard slips on in 1988 via mail

order from the US! Asa said he wanted to

get the long sleeved national geographic

shark tee as the shark was checkerboard

and checkerboard is his favourite style. He

also said he bought a pair of checkerboard

slip ons with his Mum, they were too big

at the moment but just loved them so

much. He then spotted our NASA colabs,

and said "oh it's my name if you cross out

the N". At this point I knew he would be

such a deserving recipient of our size 66.

We all surprised him and shouted Happy

Birthday! He was so excited and happy he

started jumping about!

27

“Dear all,

I’m VERY happy to inform you that today at 10:00am we have

finally opened our new Outlet store in Malaga’s Mc Arthur Glen

new mall.

This is the 14th store joining our Iberia’s family, and we have

been waiting for this opening to happen since October. As you

will see, the store looks amazing (you can find some pictures

attached to this email) and it will be operated by 11 Vanstastic

brand ambassadors.

Thank you very much to every involved person, and special

THANK YOU to Mario Hernando (SM from Barcelona Diagonal)

who was key again with his support in October during the main

set up.

Laura Manzano will be the Store Manager after her 2+ years of

successful journey in Agira also as SM. Please join me welcoming

her and the whole MALAGA TEAM, wishing them success and

the best of luck on this new exciting journey.

Feel free to inform or cascade this email to anyone who might be

interested.

Thank you very much”

Telmo, District Manager Iberia

NEW STORE OPENING

VANS

project

Week 46 results:

BEST STORE: BRIDGEND 19.5% (+1450 bps)

BEST DISTRICT: UK MIDLANDS 12.5% (+200bps)

EMEA RESULTS YTD: 10.9% (+100 bps)

EMEA TARGET : 13%

VANS

project

Talking about CR…

What do I need to think about?

•Have I got enough Sales people on the floor at my

busiest days and times?

•Have I managed my breaks outside of peak hours?

•Is everyone really focused on the customers?

•Have I got a Sales Floor Coach on the selling floor

throughout the day?

•Does everyone know the conversion target for the

next 30 minutes?

•Is the Greeter doing a great job?

•Are we asking the right questions?

UPDATE

Hey Guys,

we are delighted to announce that the VLS2020 will take place in

LISBON @ EPIC SANA

From

Sunday October, 18 th

To

Thursday October 22 nd

STAY TUNED..

More to come !!

A Belfast Heart and Sole.

1% increase by next year?? Easy HEART

A Belfast Heart and Sole.

1% increase by next year?? Easy HEART

VANS BARBERINO

Ginevra nailed it

and did a 21 items sale

at a total value of

679€!

VANS BELFAST

Vincent

did a great

15 items sale

at a total value of

£368!

straight from the field

VANS FRANKFURT

VANS BRUSSELS

Cello rocks!

He did a 9 items sale

at a total value of

376€

Super well done!!

Great feedback from Grant, SM Bridgend

“It was great to meet and spend time with yourself and everyone in London ahead of the VLS,

I just wanted to send you a quick email to say I received absolute incredible service in your Brussels

store today.

The whole team there was super friendly helping out by offering to put our suitcases in a safe place

while we shopped and straight away complimented my TNTs etc starting off conversation getting

to know us before I even said I worked for Vans.

The reason I wanted to make a point of reaching out to you was to highlight a certain staff

member that went above and beyond for me and my girlfriend. This is our first time visiting

Belgium and there was a staff member that had “Fran” on his lanyard and a SFC lanyard on, he

was outstanding not only helping me find the product I was after but went above and beyond by

writing out a list of places for us to to eat, drink and shop.

This was a massive help and my girlfriend loved Mary’s chocolate shop that he recommended (my

bank balance however didn’t).

Please pass on my gratitude as this was a great start to our weekend ahead here in Belgium”

25

Dear store teams, as the VANS FAMILY is growing,

we come across more and more interesting job

opportunities within the family.

If you are interested in any of the open positions,

please share your story with your District Manager,

who will then follow up on your application. If you

have friends who are interested, please feel free to ask

them to send their CV to the DM.

STORE POSITION CONTRACT

Liverpool

STORE MANAGER

FULL TIME

Wembley, Oxford St.

Wembley, Oxford St., Cheshire

Oaks, Carnaby, Newcastle,

Glasgow

ASSISTANT

STORE MANAGER

SUPERVISOR

FULL TIME

FULL TIME/PART TIME

Roermond

STOCK SUPERVISOR

FULL TIME

For all Retail vacancies

We are really happy to share also the vacancies from

headquarters with you.

If you are interested in any of the open positions,

please share your interest with your District Manager,

and apply online clicking on the links provided.

If you have friends who are interested, please ask them

to apply online and mention your name in the

application in the “how do you hear about us” section!

LOCATION POSITION CONTRACT

NOTTINGHAM - UK

Customer Service Repr.

German Speaking

CLICK HERE

STABIO - CH

Jr Merchandising Manager

CLICK HERE

STABIO - CH

Marketplace Merchandiser

(1 Year Temporary Contract)

CLICK HERE

STABIO - CH

Planner Trainee Vans EMEA

(12 Months Internship)

CLICK HERE

2020

For all Office vacancies

STAY TUNED..

Drop us a note, we appreciate your feedback:

vans_retail_ops@vfc.com

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