Brand Positioning - A leading, authentic youth streetwear brand focused on music and skateboard culture and lifestyle.
Strategic Leverage Points Authenticity – Vision is one of the original skateboard brands (est.1976).
Music Awareness – Vision pioneered the connection between board sport culture and music culture.
Design – Vision is recognized as a leader in graphic design, the most important element of youth fashion.
Brand Essence Statement Legendary – Original, Authentic, Southern California, Skateboarding, Punk Rock
Street – Urban, Dynamic, Raw, Unfiltered, Rebellious, Independent
Style – Bold, Expressive, DIY, Evolving, Individual, Diverse, Organic
Target Consumer Gender: Male (60%)/Female (40%)
Age: 14 – 24; Target age = 18