This document provides information about the shoe brand Vans. It discusses Vans' target demographics, strengths as an established brand with a diverse product line and reputation, and weaknesses in penetrating the Indian market. The document also analyzes case studies of Vans stores in India, noting a lack of dedicated window displays and differentiation from other brands sold in the stores. Finally, concepts and a mood board are proposed for a Vans window display aimed at increasing the brand's popularity in India.

2. VISUAL MERCHANDIZING
WINDOW DISPLAY
-Mradula Tiwari, Manvee Singhal, Shelly Shukla,
Pridhi Ahuja, Ridhima, Yuvika Mittal,
Shubham Narang

3. Parent company: VF Outdoor Inc.
Category: Apparel and Accessories
Sector: Lifestyle and Retail
Tag Line: OFF THE WALL
USP: Custom made footwear for all sizes
Segment: High Quality premium footwear
Target Group: Youth
Target Income Group: Upper and Upper Middle Class
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4. Strengths: Established brand (U.S.)
Shoes fit from Infants to people with size 16 shoes
Great product pricing
High quality product
Strong Brand Reputation
Diverse product portfolio
Weaknesses: Hasn’t been able to
penetrate Indian Market
Promotional Strategy: Through live events (abroad)
Through social networking sites
(Facebook, Twitter)
Threats in Indian Market : Converse
Adidas
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5. C
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VANS Showroom in Ambience Mall, Gurgaon along with
Lee and Wrangler.
•No window display for VANS
•Use of warm lights inside the showroom
•All the products were kept at least 1 feet above the
ground.
•Materials Used: Wooden Flooring, Exposed Ceiling,
Focus Lights

6. C
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VANS Showroom in Connaught Place along with
Lee and Wrangler.
•Window Display shows their collaboration with
Nintendo
•Use of warm lights inside the showroom
•All the products were kept at least 1 feet above the
ground.
•Materials Used: Wooden Flooring, Exposed Ceiling,
Focus Lights

7. C
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VANS Showroom in Vaishali along with Lee and Wrangler.
•Window Display shows their collaboration with
Nintendo and have creatively used their tag like with it.
•Use of warm lights inside the showroom
•All the shoes were kept at least 1 feet above the
ground.
•Have included a mini picture gallery of its famous events.
•Materials Used: Marble Flooring, Exposed Ceiling,
Focus Lights, MDF Pannels

8. C
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•None of the showrooms had a dedicated window display, rather there was a
part of the window dedicated to VANS.
•In most of the show rooms the flooring and ceiling pattern is same i.e.
wooden flooring and exposed ceiling.
•The shelves are designed very thoughtfully, all the displayed shoes were
placed at least 1 feet above the ground.
•There was no proper division/ distinction between the VAN’s products and
the others v.i.z. Lee and Wrangler.

9. Increase Popularity
To put for forward other accessories as well
Identification of the Brand
To Promote sustainability
To show exiting autumn season
To popularize its casual behavior
Show Liability
To differentiate from competitors
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10. Being Messy
Focus on its waffle inspired sole
Off the Wall – Tag line
Autumn winter
Vintage
Delhi Graffiti
Road Tripping
Adventurous
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Music
Pop Culture

11. P
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12. P
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13. F
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14. P
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News Papers
Wire Mesh
VAN’s Shoes
Aluminum Wire
Thermacol
Wood Veneer Frame
300 GSM Sheets
Spray Paints

15. V
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16. V
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17. V
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18. C
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19. Being Messy
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20. Being Messy
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21. V
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P
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&
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22. VANS TARGET CUSTOMERS
MARVEL’S FANSMUSIC LOVERS STREET CULTURE FOLLOWERSARTISTS

23. V
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24. R
E
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N
C
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S
Vans.com, Vans of the wall, vans.com
Mbaskool.com, Vans swot analysis,
http://www.mbaskool.com/brandguide/lifestyle-and-retail/3573-vans.html
Allfreepapers.com, VANS: Skating on air,
https://www.allfreepapers.com/Business/Vans-Skating-on-Air/85749.html
Prizi.com, Vans, The social media bigfoot, https://prezi.com/-
oqshdfkt4fi/copy-of-vans-the-analysis/
lindseyrydalch.wordpress.com, KAWZ+IFEKT,
https://lindseyrydalch.wordpress.com/brandboards/converse/