Investment bank Piper Jaffray has been asking thousands of questions to American Teens to figure out what they are into.
This fall marked a breakout season for a shoe brand, Vans, says PJC officials, becoming the fastest rising brand in the history of their survey. PJC noted that the most staggering increases came from females shoes where Vans beat Nike becoming the No. 1 brand among females. 41% of all the teens surveyed included 6,200 teens with an average household income of $55,800 and 2,400 teens from families with $101,900 in average household income.
Vans hit its highest level ever when 19% of all teens claimed it as their favorite footwear brand. This is the closest any other brand has come to Nike in years.
It is Vans’s number-one classic style and makes up nearly 25% of its sales. Roe further explained that they always see certain franchises that are trending a little higher than others. But there’s a product lifecycle management, which shows which one particular product is relatively stronger within a particular area. He said that apparel, which is about 20% of the entire Vans, is growing at a rate faster than the total brand growth. Hence, Roe believes that Vans is not really driven by just one franchise.
That growth doesn’t appear to be slowing either, most certainly not among US teens. Piper Jaffray noted that the increase of streetwear hasn’t slowed down, and brands such as Supreme and Off-White are still increasing in popularity. Vans, with its streetwear roots in California’s surf-and-skate culture, seems focussed to keep riding that wave too. And it appears that it fits well with shoppers’ ongoing preference for athletic-inspired footwear.