Business Communication

     I chose to research Vans, the iconic skate wear brand known for its "Off the Wall" spirit, which does a strong job of communicating across its website and social media platforms. The first thing you notice when visiting their site is the bold imagery of classic shows and the tagline highlighting their heritage since 1966. This immediately taps into ethos, establishing trust through brand longevity and pathos, appealing to nostalgia and cultural identity. Scrolling through the homepage, the middle section highlights new arrivals, seasonal collections, and collaborations. The bottom includes contact info, career links, and access to their social media, providing structure and clarity. It's an effective layout that starts with emotional branding, moves into practical shopping content, and ends with transparency and support, aligning well with Campbell, Huxman, and Burkholder's emphasis on intentional rhetorical structure ( Campbell et al., 2014). On social media, Vans leans heavily into community and culture. Their Instagram is vibrant with skateboarding shots, artist collaborations, and user-generated content that invite followers to feel part of something bigger. 

      Twitter continues that energy with quick visuals and announcements, while LinkedIn presents a more corporate side, showing brand milestones, events like the OTW Paris installation, and creative projects (Vans, 2025a; Vans, 2025b). These platforms together communicate a consistent identity. Vans is youthful, creative, rebellious, and deeply tied to self-expression. Still, there are a few areas for improvement. While their visuals are powerful, there's less direct engagement with followers comment replies and interactive posts could improve audience connection. Their LinkedIn presence, though professional, could better reflect the cultural voice found in other channels by highlighting the creative people behind the brand. Also, while Instagram is strong, its presence on emerging platforms like TikTok feels limited; it could gain even more visibility by embracing short-form video content (Econsutancy, 2014). 

    From a rhetorical perspective, Vans understands its audience and purpose clearly. The brand uses ethos (history and authenticity), pathos (emotion and identity), and logos ( clear navigation and messaging) effectively. Their communication isn't just about selling shoes; it's about inspiring people to embrace creativity and freedom. Overall, Vans does a compelling job telling its story online. With a few adjustments, more engagement, and deeper storytelling, they could take that connection even further and stay rooted as a cultural force in the years to come. 

Careers | Vans US



                                                            References 

Campbell, K. K., Huxman, S. S., & Burkholder, T. A. (2014). The rhetorical act: Thinking, speaking, and writing critically (5th ed.). Cengage Learning.

Econsultancy. (2014). How Vans uses social media: Instagram, Vine, Google+ and Twitter. https://econsultancy.com/how-vans-uses-social-media-instagram-vine-google-and-twitter/

Vans. (2025a). Vans official website. https://www.vans.com

Vans. (2025b). Vans LinkedIn page. https://www.linkedin.com/company/vans

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