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2024 FSF Virgil Abloh™ “Post-Modern” Scholarship - Merchandising
Date
Fall 2023
Project type
Scholarship / Competition
Location
New York
This winning Merchandising 2024 FSF Virgil Abloh™ “Post-Modern” Scholarship case study presents a brand revitalization strategy for Vans. Focused on introducing a line of sustainable, layered rubber skate shoes, this initiative addresses consumer pain points and reduces environmental impact. Beyond product sales, the approach involves community initiatives, sponsorships, and digital engagement to reignite our bond with the skate culture. Through sustainability and a celebration of individuality, we aim to reclaim Vans' core position in the skate community, resonating with both loyal customers and the Gen Z audience.
