A Case Study of VAN Jacket and Kensuke Ishizu:

Reconsidering the Value Created by VAN

Abstract

This article focuses on Van Jacket (1954–1978), a fashion brand that has had a major impact on the Japanese lifestyle, and Kensuke Ishizu (1911–2005), one of the founders of the company. VAN has created new customers and value with outstanding creativity and has climbed to the top by using various marketing methods. However, its presence is being lost with aging of customers who know VAN. The structure, in which employees and customers change from junior to senior after enrollment in VAN school and become alumni after graduation, fostered a sense of identification with the company and the brand. Former customers and employees still have the experienced value of VAN as their own identity. This paper reassesses the value created by VAN by following this trajectory.