Iconic brand Vans recently launched a partnership with Harry Potter, continuing their tradition of tapping into cultural juggernauts for design collaborations. In the past, Vans has partnered with Marvel, and paid tribute to David Bowie and Led Zeppelin with capsule fashion and shoe collections. This recent partnership with Harry Potter shows the enduring power of J.K. Rowling’s wildly successful wizarding series and Van’s keen eye for what consumers are interested in.
The Vans Collection Includes A Variety Of Different Harry Potter Touchpoints
"The footwear, named and styled after each house from Hogwarts School of Witchcraft and Wizardry, will feature four exclusive colorways in Vans' classic silhouettes — a Sk8-Hi for Gryffindor, an Era for Slytherin, Authentic for Ravenclaw and the Classic Slip-On for Hufflepuff," said Vans in a press release announcing the collaboration.
But there’s more. T-shirts, backpacks, hats and socks in the Hogwart-house colors, sneakers inspired by the Golden Snitch and various prints that include odds and ends from the HP world, including the newspapers featuring important headlines from the film and book series.
Customization With Harry Potter Patterns Adds Even More Vans Design Options For Consumers
In addition to the existing Harry Potter items in the Vans collection, two patterns have been added to the Vans customization feature. The Hogwarts House Mascots and Harry Potter Symbols patterns can be added to five different styles of Vans. By offering customization, Vans increases the reach of the promotion and the price point.
Vans Teased The Launch With Fun Instagram Posts
On April 11th, Vans posted a cryptic animated graphic on their Instagram feed promising “something magical” coming soon with a link to the Vans landing page and scant other details.
When the HP x Vans fashion line launched June 7th, a comprehensive post on Instagram, with pictures of sneakers, backpacks and clothing, heralded the arrival of the line. Since then Vans continues to promote the partnership on Instagram, with the latest post about the custom designs. Vans has more than 16 million followers on Instagram and regularly features stories and posts about their activations, sales and partnerships.
Vans’ audience is right in the Harry Potter wheelhouse, both original and new readers/watchers. This range of shoppers makes the Vans x HP strategic partnership a smart way to connect with consumers across generations and capitalize on a reliable and beloved brand like Harry Potter.
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