Kristin Harrer spoke with WWD about how the brand aims to connect with consumers’ creative yearnings in new ways.
It seems to have been a big enough problem to help push president, chairman and chief executive officer Steve Rendle to “retire,” leaving the board searching for a permanent successor to lead the company forward.Global chief marketing officer Kristin Harrer, who joined Vans last year from Dollar Shave Club and is part of the team tasked with turning the business around, told WWD in an interview last month that the brand is ready to tap into a new kind of creativity in its customer base.
Vans — which is driven by sneakers and has a small apparel business — became overly reliant on its core canvas classic styles and needed to innovate more, he said. “The way that we’re articulating it now is less about the act of creative self-expression and doing something creative and more about going on a journey that leverages creativity to help you discover who you are,” she said.
“Not everybody’s going to be able to innately connect to a painter and somebody who puts something on a canvas,” she said. “But you can connect to someone’s journey, a lot more people can connect to that.”
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