Source: CNBC
Summary
Vans’ parent company, VF Corp, reported a slowdown in Vans sales. BTIG’s Janine Stichter noted that the reported results don’t tell the whole story, citing the lag between direct-to-consumer (DTC) and wholesale sales as part of the issue.
Our Reading
The trend returns with a new name. Vans’ struggles echo past experiences of fashion brands navigating the shift from wholesale to DTC. The brand’s popularity, once driven by its skateboarding roots, now faces new challenges. The collection enters the cycle of rebranding and repositioning. The look feels familiar – a classic case of a brand struggling to adapt to changing consumer behavior.
Author: Evan Null
