Advertising Research and Strategy: The Role of Creative Thinking Techniques Using Lifestyle Relevance

As Vans’ market increases, marketers depend on advertising to reinforce competitive advantage. Our research-in-progress demonstrates the methods we used to research. The information gathered from our focus group suggests that durability and comfort are the main factors when making a purchase. Competitors like Converse and Nike use their market share to persuade their buyers to pay a premium price while Vans focus on durability and the lifestyle the shoes brings to the consumers. Our secondary research revealed that millennials are considered the least conservative generation, which implies the rash nature of our target market. With the large growth rate of millennials, their preference pool is strongly influenced by the new wave. In regards to rebranding, vans began using “off the wall” to distance themselves from primarily skating to athleisure wear. Vans are mostly worn in cities with warmer climates to maximize comfort and a feeling of relaxation throughout the day.