Sneaker brands

Vans brand profile in the U.S.

More than 80 percent of sneaker owners in the United States recognize Vans. The American brand has a brand popularity score of 29 percent in the sneaker audience and 21 percent in that group own Vans.
Younger generations make up the biggest Vans fans in our survey. The California-based brand is recognized by 88 percent of Gen Z consumers, with a brand ownership score of 39 percent among sneaker from this generation. Many Vans owners value a happy relationship as one of the three most important aspects in life.

Brand KPI profile

Doing it for the Vans

Almost 90 percent of sneaker owners in the United States recognize Vans. It has a brand popularity score of 31 percent in the sneakers audience, and around one-fifth in that group own a pair of Vans. Meanwhile, there is still room for improvement in brand loyalty and brand buzz. The California-based brand was noticed on social media, in the media or in advertising by just 15 percent of sneaker owners in the past three months before our survey.

Generations

Vans continues to deliver with Gen Z

Looking at the brand KPI side-by-side comparison of all generations for Vans reveals that the brand is stronger with younger consumers. Starting from brand recognition all the way to media buzz, Baby Boomers rank the lowest on all our brand KPIs. Meanwhile, the younger generations – Gen Z and Millennials – are far more likely to know, own, and stay loyal to the brand.

Life values

Being successful is more important to Vans owners

Comparing the life values of Vans owners with non-owners shows that both groups agree on the importance of a happy relationship as one of their most important life values. Meanwhile, the ranking of other life aspects differs. The most noticeable difference shows in their rating being successful. This aspect is important to 45 percent of Vans sneakers owners, compared to 35 percent of non-owners.

Published December 18,2023

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