“The new design reflects our approach to building a site for today’s consumer,” said Sarah Crockett, Vans vice president of global consumer marketing. “Vans.com is now the home for all things Vans, be it our latest videos, products or social media content. Allowing our consumers to shop how they want and where they want whether it be online or at their local shop,” she added. “Partnering with a talented design firm, in addition to enlisting a world-class Vans team, we have realized our dream and are excited to see how our brand fans respond to it.”
With a mission to streamline Vans’ online presence and increase consumer engagement, Vans and Huge collaborated on vision, research, strategy, interactive design, visual design, and prototyping.
The team developed an approach intertwining brand and product storytelling throughout the shopping experience, utilizing user-centered design to increase engagement, raise product awareness and encourage cross-channel sharing. Vans consumers will now enjoy a seamless experience when visiting the website.
They can engage with Vans original content, check out product curated by Vans athletes and extended family, find their local shop and ultimately purchase their own apparel and footwear selections. Consumers can also expect to find their unique social media on the site, as it is built to showcase user-generated content from sites such as Tumblr, Instagram and Vine.
“It was imperative going into the new site development that we merge Vans storytelling and brand content while showcasing all of our product categories in the most comprehensive way for our consumers,” said Vans President Kevin Bailey. “The new Vans.com allows consumers to engage with our brand, find the product they want and from there, locate a store, buy online or purchase however they choose.”
The new site will continue to roll out in phases over the coming months and has successfully launched in Canada and Mexico. Additional regions including EMEA (Europe, Middle East and Africa), APAC (Asia Pacific), Central and South America will be adopting the design for their platforms in the near future.
About Vans
Vans®, a VF Corporation (NYSE: VFC) brand, is the original action sports footwear and apparel brand. Vans collections include authentic footwear, apparel, accessories and snowboard boots that are sold globally in more than 170 countries through a network of subsidiaries, distributors and foreign offices. VF Outdoor, Inc. owns and operates more than 300 stores of the Vans brand in the United States and internationally, each offering a wide range of Vans footwear and apparel while communicating the brand and athletes’ rich stories. The Vans brand promotes action sports lifestyle and youth culture through support of athletes on boards and bikes all over the globe and through progressive events such as the Vans Triple Crown of Surfing®, the Vans Downtown Showdown, the Vans Pool Party, the Vans Warped Tour® and surfing’s most prestigious contest, the Vans US Open of Surfing.
More information about the Vans brand can be found at www.vans.com, Twitter @vans_66 and www.facebook.com/vans
About Huge
Huge is a digital agency that provides business strategy, design, marketing and technology services to some of the world’s largest businesses and best-known brands. The company is known for successfully harmonizing user needs and business goals to create industry-changing digital experiences for its clients. Huge has offices based in the United States, Europe and Latin America, and is part of the Interpublic Group of Companies.
For more information, please visit: http://www.hugeinc.com/
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