ndulge in fashion and where skating is a prevailing way of life. From this main idea, we came up with a shortlist of 4 countries which Vans could choose to enter next. These countries are Nigeria, New Zealand, Argentina, and Morocco

The criteria Vans would use to establish a shortlist of countries is the following. Firstly, the country must have a large youth demographic as that is Vans’ main customer segment. Secondly, the country must have a reasonably open way of life, where the youth and skaters can express themselves freely with their apparel, and be able to practice their activities, skateboarding, modern art, drawing, music etc. with no repercussions. Thirdly, the presence of many skateparks, ocean coasts or mountains would be optimal as Vans would be able to offer all its products in the same country. On top of that, if there was an opportunity for Vans to create or to sponsor an event promoting their goods and the practices that come with it, that would be extremely beneficial to the them. Furthermore, the presence of so called “influencers” or already prevailing artists and skaters that could become brand ambassadors will enhance Vans’ reputation and performance in this country.

– From this criterion, we first look at the country of Nigeria. Nigeria has the strongest GDP of the African continent. To complement that, Nigeria has a population median age of 17.9 years and 19.61% of its population in the 15-24 Y/O bracket. This means that Nigeria’s demographics are very attractive for Vans as the bracket from 15-29 years old is Vans’ target market.
– The advantages with New Zealand are that the country possesses a wealthy population, an open environment and more importantly, it possesses a Skiable mountain range seen with Mount Whakapapa, a