Vans: Identity, strategy, and storytelling for the Vans for Gucci.

VANS

Special Project: CHOOSING YOUR OWN PATH. Identity, strategy, and storytelling for the Vans for Gucci.
Project Leader: Fabio Corsini e Francesco Verdinelli
Third Year of Bachelor of Arts in Fashion Editor, Styling & Communication  a.y. 2021/2022

Special Project in collaboration with VANS, Stefano Braga. Marketing Director, Samantha Goretski, Brand Marketing Director and Alessandro Masi, Digital & Communication Director.

“Since the beginning in 1966, Vans has always represented a brand focused on creating its own identity that makes it unique and different from all the other brands in the market. A philosophy of life based on creativity, authenticity, desire to express and to tell your own expression. Passing from self-expression to self-exploration, the consumer of Vans is linked to different values than those of other brands and seen and considered as a protagonist of his life experience, not only of purchase. Precisely to maintain this distinction (Bordieu), this distinctive habitus, it is important to know how to innovate its action, design, and experimentation, finding not only in themselves, but also in collaborations, partnerships, recognition of the other, a new value to enrich your journey. Vans is therefore an innovative and contemporary brand, looking for new territories in which to bring its message and its idea of everyday life, values, and heart. “

Brief

Students, divided into groups of 3 or 4, were confronted with a work of reflection and specific design related to:

– knowledge and understanding of Vans brand and its heritage

– reflection on current brand communication and marketing activities

– traditional and non-traditional communication technics

– omnichannel strategy based on integrated marketing and communication tools

The teams had to analyse the context, objectives, and position of the brand; subsequently, they had to focus on new forms of communication and storytelling for the new generations by directly implementing communication proposals, from new claims to media initiatives and campaigns.

The students presented their projects to Stefano Braga. Marketing Director, Samantha Goretski, Brand Marketing Director and Alessandro Masi, Digital & Communication Director and alumnus of Accademia Costume & Moda.

Congratulations guys!