s stated previously, Vans has a number of competitors in the same segment as Nike or Adidas which could intimidate Vans’ business in certain markets. Since other rival brands are focusing more on releasing new models every season, the attention of consumers is easily captured. However, it might be harder for Vans to collect new customers as they are only focusing on upgrading the quality of the existing models without reacting to the trend.
Also, like most of the international brands, fake products are threatening the market share of the company. These fake goods are not only alike the original product but they are also sold at much cheaper price. Nevertheless, the fake products are now spread over the markets that are almost impossible for the company to control which is why this can be considered as a huge threat for Vans.

4.1 Strategic Issue for Vans

After observing Vans’ main strengths, weaknesses, opportunities and threats, it has become clear that Vans’ most preoccupying strategic issue is to remain a strong competitor in the ever-changing fashion industry, and to not lose its FSA of brand recognition in the skating and extreme sports segments. Vans is no longer the brand that it used to be. Some people in England on the website The Tab have claimed that “Not only have Vans been officially declared dead, but skaters are actually calling people out for culturally appropriating them.” This shows that Vans is in a turbulent episode trying to appeal to both the fashionable youth while also appealing to the skaters, a previously nonexistent problem.
As mentioned previously, Vans’ Iconic strength lies in their solid reputation for producing long lasting, comfortable and trendy shoes for skaters and the fashionable youth, something they have found increasingly difficult in the last couple of years with the surge of new brands moving into both