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3-EDITOR’S LETTER<br />
4-THE NUMBERS GAME<br />
6-TRULY OMNICHANNEL<br />
8-TOP OF THE POOL RETAIL<br />
13-TOP OF THE POOL OUTLET<br />
17-HEART & SOLE<br />
19-STRAIGHT FROM THE FIELD<br />
21-<strong>VANS</strong> REUSABLE SHOPPING BAGS<br />
22-WE NEED MORE FAMILY MEMBERS<br />
2
Hey Vans Family,<br />
2017, What a year that was…..<br />
As we are getting very close to the end of 2017, it is always a good time to pause and reflect on<br />
what happened in the last 12 months.<br />
Fortunately, we can all gladly say that performance or results wise, it has been a fantastic year,<br />
probably the best year ever for Vans DTC in the EMEA!!!<br />
This is nothing to sneeze at, considering that our business now counts with 94 brick and mortar<br />
doors and more than 800 associates (by the way next year we will break the benchmark of 100<br />
doors, very exciting times indeed!!!!).<br />
But very importantly, over and above the great results that you have all achieved, you also<br />
shined in many qualitative aspects of the business:<br />
Thanks to your passion and dedication, the spirit of the last RLS is still very much alive today,<br />
and this is simply FANTASTIC!!!<br />
What about the NPS? you are now constantly, week after week, driving an NPS above 80%;<br />
remember that 50% is considered a very good result; this is AMAZING!!! And very close to my<br />
heart, since this is based on the opinion of real, buying customers and we are a customer<br />
centric company.<br />
Data Capture Program: you went from below 5% of transactions to consistently being above<br />
20% (the target was 10%); we now have stores that are above 75-80%; how HIGH is HIGH???<br />
Old Skool competition: every single District was able to deliver the results by opening up the<br />
portfolio of products being sold; you clearly demonstrated that there is much “MORE THAN<br />
JUST ONE THING”.<br />
And the list goes on and on, literally.<br />
I simply want to express my most heartfelt gratitude to the whole Vans Retail Family for making<br />
2017 a year to celebrate and remember. At the risk of sounding like an old man (which I am…), I<br />
have been in Retail for more than 30 years, and 2017 is definitely one of the best year of my<br />
professional life, if not the very best, and as Diego would say, “results do not happen by<br />
chance”, and this is definitely a HUGE TEAM effort. We lose as a team, and we also win as a<br />
team, ONE TEAM, the best!!!<br />
Have a Vantastic Xmas and a very healthy, happy, successful 2018!!!<br />
Cheers,<br />
Sylvain<br />
4
WEEK 49<br />
% of total sales<br />
SALES<br />
+ 8.01 %<br />
COMP<br />
CR<br />
8.81%<br />
UPT<br />
1.33<br />
SCANDO<br />
EMERGING<br />
SPAIN<br />
BENELUX<br />
GAS<br />
ITALY<br />
FRANCE<br />
UK NORTH<br />
UK SOUTH<br />
3.2%<br />
3.5%<br />
6.3%<br />
7.5%<br />
7.9%<br />
13.0%<br />
15.8%<br />
19.9%<br />
23.0%<br />
1<br />
2<br />
3<br />
Hossegor 231.6%<br />
Marseille 39.2%<br />
Gothenburg 37.1%<br />
Liege 19,6%<br />
Paris Bastille 16.6%<br />
Lille 15,6%<br />
Montpellier 15.5%<br />
Milan Ticinese 14.9%<br />
Cardiff 1.86<br />
Glasgow 1.74<br />
Edinburgh 1.71<br />
Milan Buenos Aires 1.59<br />
Roma Porta di Roma 1.59<br />
Verona 68,30 €<br />
Hossegor 67,27 €<br />
Barcelona Portaferrisa 67,24€<br />
Milan Buenos Aires 65,37 €<br />
Paris Beaubourg 65,12 €<br />
-2.99%
WEEK 49<br />
% of total sales<br />
SALES<br />
+ 5.97 %<br />
COMP<br />
CR<br />
9.18%<br />
UPT<br />
1.45<br />
EMERGING<br />
FRANCE<br />
BENELUX<br />
GAS<br />
UK NORTH<br />
UK SOUTH<br />
SPAIN<br />
ITALY<br />
2.3%<br />
2.3%<br />
4.3%<br />
6.7%<br />
14.0%<br />
19.3%<br />
24.1%<br />
27.0%<br />
1<br />
2<br />
3<br />
Sevilla 33.9%<br />
Palme de Mallorca 30%<br />
Alcochete 24.8%<br />
Birmingham RW 14.7% Bridgend 1.89 Agira 49,55 €<br />
Ile Saint Denis 14.6% Livingston 1.88 Mendrisio 45,40 €<br />
Franciacorta 12.8% Mendrisio 1.81 Casteromano 41,77 €<br />
Livingston 12.1% Agira 1.73 Franciacorta 41,63 €<br />
Braintree 11.6% Casteromano 1.66 Serravalle 41,27 €<br />
-13.75%
Week 49 - Ecom<br />
Week 49 KPIs<br />
SALES / LY € 1 195 +154%<br />
CR / LY 2.23% +1.9%<br />
AOV / LY € 58.41 -3.3%<br />
UPT / LY 1.16 -8%<br />
Truly omnichannel<br />
MOST ONSITE SEARCHED WORDS<br />
1- OLD SKOOL<br />
2- BACKPACKS<br />
3- PLATFORM<br />
4- CHECKERBOARD<br />
5- THE NORTH FACE<br />
Latest News<br />
<strong>VANS</strong> Gift Guide – hero banner. Find your perfect gift with Vans! Gifts for<br />
HIM, HER, KIDS<br />
MTE, Peanuts 2nd holiday drop and Customs featured on secondary banners
Data Capture Program Update<br />
TOTAL <strong>VANS</strong> EMEA:<br />
Digital Receipts: 23.9% (+4.2pts)<br />
- New LW: 11 280<br />
Newsletter Subscribers: 19.8% (+3.5pts)<br />
- New LW 9 365<br />
Top performers LW Digital Recipts<br />
1: <strong>VANS</strong> OUTLETPORTSMOUTH- 457<br />
2: <strong>VANS</strong> LONDON WESTFIELD STRATFORD: 399<br />
3: <strong>VANS</strong> BARCELONA LA ROCA: 392<br />
4: <strong>VANS</strong> MADRID LAS ROZAS: 388<br />
Top performers LW Newsletter Sign Up<br />
1: <strong>VANS</strong> OUTLETPORTSMOUTH: 401<br />
2: <strong>VANS</strong> OUTLET MADRID LAS ROZAS: 388<br />
3: <strong>VANS</strong> LONDON WESTFIELD STRATFORD: 344<br />
4: <strong>VANS</strong> OUTLET BARCELONA LA ROCA: 335
RETAIL TOP 3 APP & ACC<br />
SEASONAL FH17<br />
- WEEK 49-<br />
VA36M2KEK<br />
WOODMOOR<br />
GRAPE LEAF/B<br />
€ 160.00<br />
€ 8874<br />
Value Net<br />
68 Uts sold<br />
V00J8NY28<br />
<strong>VANS</strong> CLASSIC PULL<br />
Black/White<br />
€ 65.00<br />
€ 9330<br />
Value Net<br />
177 Uts sold<br />
V00YX0QGT<br />
<strong>VANS</strong> CLASSIC CREW<br />
<strong>VANS</strong> SCARAB/<br />
€ 60.00<br />
€ 8623<br />
Value Net<br />
176 Uts sold<br />
VA2X2ZQHK<br />
MINI FULL PATCH<br />
<strong>VANS</strong> SCARAB<br />
€ 28.00<br />
€ 3382<br />
Value Net<br />
155 Uts sold<br />
V00UOU4QU<br />
MILFORD BEANIE<br />
Port Royale<br />
€ 25.00<br />
€ 3629<br />
Value Net<br />
178 Uts sold<br />
V00UOUKOU<br />
MILFORD BEANIE<br />
BLACK/ASPHAL<br />
€ 25.00<br />
€ 3267<br />
Value Net<br />
161 Uts sold<br />
8
THE FUTURE IS FEMALE!!!<br />
IN JUST TWO WEEKS<br />
545 UTS SOLD<br />
346 SHOES<br />
146 TEES<br />
30 JACKETS
MTE STD €2.1 Mln +27% vs LY<br />
FTW STD €1.7 Mln +12% vs LY<br />
TOP 3 OF THE WEEK<br />
UA SK8-HI 46 MTE DX<br />
(MTE) GLAZED G<br />
€ 12,892 – 153 u<br />
UA SK8-HI 46 MTE DX<br />
(MTE) BLACK/<br />
€ 12,129 - 143 u<br />
UA Old Skool MTE<br />
(MTE) BLACK/<br />
€ 11,778 - 156 u<br />
APP STD €356K +271% vs LY<br />
TOP 3 OF THE WEEK<br />
MN RUTHERFORD MTE<br />
Black/Black<br />
€ 7,964 – 58 u<br />
WM FUEGO II PARKA MTE<br />
BLACK<br />
€ 7,309 – 57 u<br />
WM BOOM BOOM REV LON<br />
MAHOGANY ROS<br />
€ 4,582 – 35 u
GOOD GRIEF IT’S XMAS!<br />
<strong>VANS</strong> XMAS SPIRIT IS PEANUTS INSPIRED<br />
BEST REACTIONS IN 2 WKS:<br />
MN <strong>VANS</strong> X PEANUTS<br />
dress blues<br />
€ 10547 – 174 u<br />
MN PEANUTS HOLIDAY L<br />
Navy<br />
€ 6808 – 126 u<br />
WM PEANUTS CHRISTMAS<br />
PEANUTS CHRI<br />
€ 6658 – 121 u<br />
AVG ROS 1.4 OVERALL<br />
WORTH TO MENTION <br />
WM PEANUTS CHRISTMAS<br />
PEANUTS CHRI<br />
€ 1765 – 55 u<br />
A STORES
OUTLET TOP 3 FOOTWEAR<br />
SEASONAL FH17<br />
- WEEK 4 -<br />
2. V348GT8<br />
MN WINSTON HI<br />
MTE (MTE)<br />
BLACK/PEW<br />
1. V004MHK7B<br />
MN WINSTON<br />
(MTE)<br />
Black/Bun<br />
€12380 Value Net<br />
287 Uts sold<br />
3. V003D7K77 MN<br />
Chapman Stripe<br />
(Varsity) navy/<br />
€ 11734 Value Net<br />
259 Uts sold<br />
€ 10070 Value Net<br />
268 Uts sold
Top of the pool<br />
OUTLET TOP 3 APP & ACC<br />
SEASONAL FW17<br />
- WEEK 49-<br />
V00QLWBLK<br />
MIXTER II<br />
Black<br />
€ 100.00<br />
€ 11950<br />
Value Net<br />
146 Uts sold<br />
V00YX0KE3<br />
<strong>VANS</strong> CLASSIC CREW<br />
Grape Leaf/Camo<br />
€ 40.00<br />
€ 12755<br />
Value Net<br />
387 Uts sold<br />
V00XWJKEX<br />
HESSEL<br />
Black/Indigo Bl<br />
€ 56.00<br />
€ 10156<br />
Value Net<br />
221 Uts sold<br />
VA38A9NWZ<br />
PLANNED PACK<br />
PORT ROYALE-<br />
€ 36.00<br />
€ 4465<br />
Value Net<br />
186 Uts sold<br />
VA38A9KOU<br />
PLANNED PACK-B<br />
BLACK/ASPHAL<br />
€ 36.00<br />
€ 5152<br />
Value Net<br />
215 Uts sold<br />
VA387HBLK<br />
NEW CUFF<br />
Black<br />
€ 14.00<br />
€ 3501<br />
Value Net<br />
420 Uts sold<br />
15
GET<br />
READY<br />
FOR<br />
16
20<br />
HEART & SOLE<br />
Hi Family,<br />
Who would have told me, exactly 3 years ago when I was working as a 20 hrs<br />
PT in the store, that I would have the occasion to write these lines to you all<br />
today.<br />
It’s quite strange to express this opportunity, as my career is short and fast in<br />
VF, but I always take chances as something unique and I want to really thank<br />
all the people involved around me during these years to make it possible.<br />
Let me introduce myself for a while first;<br />
I’m 26 years old, I’m the new –from September onwards- Store Manager here<br />
in San Sebastian and I’m a big, BIG, football fan. Okey, I know this last fact<br />
could be deleted from my description, but I can’t! You are my family, I want<br />
you to know who I am and what I like!<br />
Anyway, I recognize I still have a wide path to discover in retail world and<br />
that’s why I’m willing to see how time passes by to check where we, as a<br />
family, are going to. When I look back I see myself there, in my first day,<br />
choosing my first staff uniform FTW (I selected one grey Era) under pressure<br />
as I didn’t know how to put laces. You can’t imagine how overwhelmed I felt,<br />
powerless, when I realized my partners were making it easily.<br />
Fortunately, I grew up with a patient SM, nowadays the new DM of Iberia (it’s<br />
Telmo, have you ever seen photos of a guy who is always wearing a cap in his<br />
head?), and he taught me not to worry about how many mistakes I made, but<br />
just to show an efficient attitude and be enthusiast in what I do, that’s the key<br />
for success.
20<br />
Like an aunt, step by step, I started to develop myself through teamwork and<br />
this is when I felt more self-confident.<br />
Do you know how well did I feel the first time I taught someone to put a<br />
lace? In this moment, I recognize, I came up with the idea of how simple it’s<br />
to help people and push them to develop their own world. Our daily work is<br />
based on helping to each other.<br />
This is the main value I’ve learnt while working here with you all: every single<br />
thing, every second, every movement counts. Unfortunately, as I was the<br />
ASM at that time, I couldn’t enjoy the last RLS where sentences like “it’s all<br />
about people” or “we are not only a shoe company, we are a people company<br />
that makes shoes” were inking daily your brains. In fact, all that is true.<br />
Last SM meeting we made the Iberia District in Barcelona was the real proof, I<br />
perceived a huge ambition among the managers. And…AND!! I’ve heard,<br />
through experienced Spanish SM, that the last RLS has been the best meeting<br />
since they are working here. Can I ask you one SMALL thing?<br />
As I wasn’t there last year…can we make it BIG and better?<br />
See you all next February…merry Xmas!<br />
Asier<br />
Store manager San Sebastian
<strong>VANS</strong> ILE SAINT DENIS<br />
Big ticket here by Mikael<br />
Hardouin, Olivia Kempe and<br />
Alonso Cocer Roa : 28 items and<br />
752,50€ !!!!!<br />
<strong>VANS</strong> MANCHESTER TRAFFORD<br />
Fantastic feedback from a customer:<br />
“My 2 years old son purchased his first pair of Vans in Manchester<br />
Trafford Centre store and loved the experience.<br />
Your staff were amazing and he walked round smiling with his<br />
sneakers all-day.<br />
Thank you very much”<br />
Aimee Dwyer<br />
25
Straight from the field<br />
<strong>VANS</strong> ROME VIA DEL CORSO<br />
Here we are with our sales<br />
associate P/T 24hrs Silvia that<br />
made a bill of € 793 with 6<br />
Jacket, one for each member of<br />
the family!<br />
<strong>VANS</strong> MANCHESTER TRAFFORD<br />
Our key holder Ben and supervisor<br />
Steph have had a killer morning this<br />
morning, helping customers with their<br />
Christmas shopping and using apparel<br />
add ons to secure a six item sale<br />
each (one of £215 and one of £345)!<br />
They're definitely leading by example<br />
for our new Christmas starters!<br />
25
<strong>VANS</strong> REUSABLE SHOPPING BAGS<br />
The new and exclusive <strong>VANS</strong> Reusable shopping bags have just hit our<br />
stores!!<br />
For each bag sold a donation to Skate-aid will be done…<br />
So, just propose them to each customer in order to do “some good” and increase UPT!<br />
Read more HERE
Dear store teams, as the <strong>VANS</strong> FAMILY is growing, we<br />
come across more and more interesting job<br />
opportunities within the family. If you are interested in<br />
any of the open positions, please share your story with<br />
your District Manager, who will then follow up on your<br />
application. If you have friends who are interested,<br />
please feel free to ask them to send their CV to the DM.<br />
STORE POSTION CONTRACT<br />
MANCHESTER<br />
ARNDALE<br />
ASM<br />
FULLTIME<br />
LIVERPOOL<br />
BARBERINO<br />
SUPERVISOR<br />
SM<br />
FULL TIME<br />
FULLTIME<br />
PORTA DI ROMA<br />
SM<br />
FULL TIME<br />
BLUEWATER<br />
SM<br />
FULL TIME<br />
SWINDON<br />
ASM<br />
FULL TIME<br />
LONDON CAMDEN<br />
SM<br />
FULL TIME<br />
CASTELGUELFO<br />
SM<br />
FULL TIME<br />
SWINDON ASM FULL TIME
Drop us a note,<br />
we appreciate your feedback:<br />
Vans_retail_ops@vfc.com<br />
We appreciate your feedback,<br />
please drop us a note:<br />
Vans_retail_ops@vfc.com
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