VF Arvind Brands rolls out Vans in India

NEW DELHI: Apparel major VF Arvind Brands on Friday announced the launch of footwear and apparel brand Vans, a subsidiary of VF Corporation, in the country. VF Arvind Brands officials said Vans would initially be rolled out through one store each in Delhi and Bangalore.

Vans, originally a skateboard shoe company based in California, has over the years broad-based its positioning as a youth brand.

“Vans is a destination brand which caters to the younger generation. It has a distinct and unconventional positioning,” said VF Brands MD Kanchan Pant.
In India, the company sees Vans competing with brands like Converse. But it will not occupy the mass positioning like a Reebok or a Nike. Instead, VF says it will step up awareness of the brand through specific consumer promotion and events.

The company plans to expand the distribution of Vans through franchisee stores and specialty lifestyle retailers in the future.