| Category | |
|---|---|
| Awareness | 86.0% |
| Popularity | 33.0% |
| Ownership | 25.0% |
| Loyalty | 20.0% |
| Buzz | 17.0% |
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 33 percent in the sneaker audience and 25 percent in that group own Vans.
Younger generations make up the biggest Vans fans in our survey. The California-based brand is recognized by 90 percent of Gen Z consumers, with a brand ownership score of 39 percent among sneaker owners 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
About 86 percent of sneaker owners in the United States recognize Vans. It has a brand popularity score of 33 percent in the sneakers audience, and around one-fourth 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 17 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.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 86.0% | 90.0% | 88.0% | 84.0% | 72.0% |
| Popularity | 33.0% | 38.0% | 35.0% | 32.0% | 16.0% |
| Ownership | 25.0% | 39.0% | 24.0% | 21.0% | 9.0% |
| Loyalty | 20.0% | 30.0% | 20.0% | 15.0% | 8.0% |
| Buzz | 17.0% | 24.0% | 16.0% | 13.0% | 10.0% |
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 of making their own decisions. This aspect is important to 25 percent of Vans sneaker owners, compared to 31 percent for non-owners.
Published September 20, 2024
| Category | Total | Vans owner | Non-owner |
|---|---|---|---|
| A happy relationship | 51.0% | 52.0% | 51.0% |
| An honest and respectable life | 48.0% | 48.0% | 48.0% |
| Safety and security | 38.0% | 38.0% | 39.0% |
| To be successful | 37.0% | 39.0% | 37.0% |
| Having a good time | 31.0% | 31.0% | 31.0% |
| Making my own decisions | 29.0% | 25.0% | 31.0% |
| Learning new things | 27.0% | 29.0% | 26.0% |
| Advancing my career | 14.0% | 16.0% | 13.0% |
| Traditions | 13.0% | 9.0% | 15.0% |
| Social justice | 10.0% | 11.0% | 10.0% |
Brand KPI deep dive
Explore brand KPI profiles by company
Consumer ÌÇÐÄÆƽâ°æ Tool
Understand what drives your audience
Compare brands, filter by survey items, or drill down to your very own hand-tailored target group. Our Consumer ÌÇÐÄÆƽâ°æ tool has you covered.
We’re happy to help
Get in touch with us for additional information
Feel free to contact us anytime. We will respond to your inquiry as quickly as possible.