VansMagazine2020Edition2

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3 - EDITOR’S LETTER4 - THE NUMBERS GAME6 - THE NUMBERS GAME - E COMMERCE8 - KNOW YOUR PRODUCT - RETAIL18 - KNOW YOU PRODUCT - OUTLET20 - VANS FAMILY UPDATE28 - NEW STORE OPENING30 - ICR UPDATE32 - VLS2020 UPDATE34 - HEART & SOLE36 - STRAIGHT FROM THE FIELD38 - WE NEED MORE FAMILY MEMBERS2
“Hello Vans Family,My name is Tary Nelson and I am the new Director of DTC Merchandising for the VANSEMEA team.While I am new to Vans EMEA, I am not new to the Vans family. I joined Vans almost 8years ago as a part of the DTC NORA buying team in Costa Mesa, CA. I am excited aboutthis 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 cameto Vans that I have met such passionate, talented, and hard-working people. What wasmost 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 becauseeveryone cares so much. When people ask me what I like most about Vans, my answer iseasy, “The Van Doren Sprit,” which means to me that nobody is too big to do what it takesto get the job done. It’s in the foundation of Vans that we remain both humble andhungry.The humility of the brand and the Van Doren family is best represented by Steve Van Dorenhimself. It always amazes me that he is the first person to operate the BBQ grill for bothinternal 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 Spritalive and continue to do what it takes to foster creative self-expression for our consumerand our Vans Family!While I am a San Diego (California) native and had the opportunity to grow up with thebrand, 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 continueto 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 ofour 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 Iam extremely grateful.I look forward to meeting you all in the field and cheers to a strong Spring and BTS season!Tary Nelson
Page 4 and 5: WEEK 46Comp LY % top performing Dis
Page 6: WEEK 46SALES+23.75%CR1 . 80% ( +0.
Page 9 and 10: FEBRUARY 2020SURFDisclaimer: Those
Page 11 and 12: ALL DOORSWVN0A4U1KXU51UA UltraRange
Page 13 and 14: ROWAN PROALL DOORSVN0A4MQQWHT1VN0A4
Page 15 and 16: SANDY LIANGHARDLAUNCH : 21/02/2020S
Page 17: KIDSC STORESVN0A3189TQZ1VANS CLASSI
Page 20 and 21: THE LATEST FROM THE FAM
Page 22 and 23: ProgramUPDATESNew EMPLOYEE CONTEST!
Page 24 and 25: STORE SHOUTOUTWINNERS OF Q3 CAPTURE
Page 26 and 27: NEW REWARD!CHECKERBOARD DUFFLE BAGR
Page 28 and 29: “Dear all,I’m VERY happy to inf
Page 30 and 31: VANSprojectWeek 46 results:BEST STO
Page 32 and 33: UPDATEHey Guys,we are delighted to
Page 34 and 35: A Belfast Heart and Sole.1% increas
Page 36 and 37: VANS BARBERINOGinevra nailed itand
Page 38 and 39: Dear store teams, as the VANS FAMIL
Page 40: STAY TUNED..Drop us a note, we appr

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