After two years of heavy carry over in the industry and more of a return to normalcy last season, what’s your overall sales and production/inventory strategy for 23/24?
The growth of the VANS Snowboard Boot program has been consistent enough over the past 5+ years that we’ve been able to manage the overall strategy by capping our own total YOY growth at 30%. For 23/24 – that plan won’t change. It’s certainly not that we wouldn’t like to accept the demand for growth that our dealers and consumers are asking for. But more to the point – our objective continues to be to deliver quality products as close to on-time as possible and to not effect pricing to do it. That requires growth discipline on our end which allows our raw material orders to be predictable – our production facilities to plan accordingly and our supply chain and logistic timing to be calculated.
What lacing systems are your main focus in 23/24 and why? Where does BOA fit in your overall strategy and focus?
We subdivide our total collection into Lace – BOA and Hybrid subcollections that each feature boots from the Top Shelf of our range down to our OG or Linerless products. VANS and BOA have been partners on SBB for over 20 years ; since BOA’s entry into the Snow space. Our Hybrid BOA models are the fasters growing segment of product – while BOA and Lace products represent a very similar percentage of the total bookings.
Please tell us about the dominant visual themes or patterns you plan to use in next year’s boot line (materials as well as colours)? Any interesting artist collabs or partnerships you have lined up?
VANS Snow has partnered with Hannah Eddy for an Artist Signature Collection in 23/24. Hannah is, among many other things, a snowboarder, a skateboarder, an illustrator, and a gifted muralist based in Reno, Nevada in the United States. Influenced by the expressive graphic style and free-spirited perspectives of the board sports communities that she grew up in, her work focuses on positive vibes and uplifted messaging through a lighthearted lens that aims to take serious things less seriously. Presented in colorful combinations of funky characters, imaginative landscapes, bold line work, and free- flowing hand lettering, a Hannah Eddy original is unmistakable as she aims to inspire others to be active, be expressive, and be outside. For her collection with Vans, Hannah brings the message that ‘mindset matters’ because … it really does. Good, bad, best, or worst—it’s how we approach all things that really matters. Hannah’s full collection includes a men’s and women’s Hi-Standard OG snowboard boot – a Classic Slip-On – UltraRange EXO – snowboard sock – Versa Fleece and Off The Wall tee.
Which part of your range are you investing in the most? Freestyle, freeride, all mountain, beginner…? Why?
The category philosophy for Snow at VANS is that “Legacy Matters – But Progression Never Stops”. Our collection is well outfitted with legacy style products – including the Hi-Standard franchise which is the brands best-selling SBB product of all time. But our focus is and continues to be on progression products at the top end of our collection. Being a snowboard boot brand for over 25 years and being athlete driven all the way along – we implement a more standard process of developing for the top-level product and then cascading product and technology down over time. Good examples of top-level focus are the Verse Range Edition – the women’s Viaje Range Edition – the Infuse and the updated for 23/24 men’s Verse boot.
Pricewise, which area of the market do you cater to?
The thickest part of our collection sits mid-range in terms of pricing. And while we continue to push the top-end up as we push our performance expectations and technologies the same direction – the Linerless collection offers incredible value in parallel. VANS Snow offers a wide range of products for the highest-level performance needs – to an affordable / accessible and easy to use and buy boots.
What are your top product marketing stories for next season?
VANS is introducing and updated and upgraded version of our men’s Verse snowboard boot for 23/24. The Verse has long been regarded as one of the most versatile technical terrain boots available today. And this next iteration brings generational advancements in both performance and protection. With a BOA® Fit System featuring Vans Custom Focus Plus routing and Custom Slide Guide, the Verse is optimized for precision and power. Complemented by ExoCap protection and a V3 Superenduro Waffle outsole, it’s also well-outfitted for backcountry missions and more capable of destroying resort groomers than ever before. Top to bottom, the newly redesigned Verse is engineered to be in a class of its own.
The Hi-Standard OG is the best-selling Vans boot of all time, and continues to be the standard-bearer for classic style and modern performance. The comfort and familiar feel of traditional lace-up closure gains additional support from key features like our Instep Lace Lockout and Internal Web Harness. With its V1 Waffle Lug outsole and iconic sidestripe,
this timeless Vans style speaks for itself.
The Verse has long been regarded as one of the most versatile technical terrain boots available today. And this next iteration brings generational advancements in both performance and protection. With a BOA® Fit System featuring Vans Custom Focus Plus routing and Custom Slide Guide, the Verse is optimized for precision and power. Complemented by ExoCap protection and a V3 Superenduro Waffle outsole, it’s also well-outfitted for backcountry missions and more capable of destroying resort groomers than ever before. Top to bottom, the newly redesigned Verse is engineered to be in a class of its own.
Vans has always been connected to the core spirit of snowboarding’s freedom of expression. We are helplessly addicted to the concept of unlimited creative terrain, and our “One &
Done” program is built exactly on that principal. Informed by snowboarding’s people and places, these single-season release projects will reflect how this community continues to inspire us. Each unique and carefully crafted run of product will be available at snowboard retailers worldwide for one season only. And when they’re gone—they’re gone for good. If there was a Snowboarding Hall of Fame, Danny Kass would be in it. A true rock and roller with a foot in the grave, his career as a professional was nothing short of—and quite literally—a reality TV show. From his early days on the East Coast, to multiple US Open, X-Games, and Olympic medals, to head of the Grenade Army, DK has arguably influenced as much of the contemporary snowboard scene as anyone in its history. But in this next phase of his career, Danny is focused on sharing lessons learned in his role as a snowboard coach to the next generation of competitive shred groms, paying it forward. And after more than a decade apart, Vans is very proud to present this limited One & Done project. Welcome back DK.