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

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Date Issued:
2018
Abstract/Description:
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.
Title: Advertising Research and Strategy: The Role of Creative Thinking Techniques Using Lifestyle Relevance.
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Name(s): Milios, Stasia
Vega, Eliezer
Baker, Heather
Mobley, Naim
Smith, Allen
Type of Resource: text
Genre: Poster
Date Created: 2018
Date Issued: 2018
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Florida
Physical Form: application/pdf
Extent: 1 p.
Language(s): English
Abstract/Description: 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.
Identifier: FAU_SR00000045 (IID)
Collection: FAU Student Research Digital Collection
Subject(s): College students --Research --United States.
Held by: Florida Atlantic University Libraries
Sublocation: Digital Library
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FAU_SR00000045
Restrictions on Access: Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.