This brand role is the secret to Vans’ audience growth. 

This brand role is the secret to Vans’ audience growth. The footwear brand’s addition of their first historian and archivist, Catherine Acosta, is helping them to keep up with their competition and remain relevant amongst their consumers. She’s teaming up with marketers and provides information from Vans’ previous campaigns and sales to improve brand campaigns by “uncover[ing] overlooked parts of its heritage that connect it to other subcultures beyond skateboarding.” While luxury brands including Louis Vuitton and Tiffany & Co. gather archives of their past designs to help with future product developments, the “rare breed” of an in-house brand archivist is giving Vans the leg up to guarantee the success of their future campaigns by providing next-level brand analysis. YPulse research shows that last year, Vans was ranked Gen Z’s third top and Millennials’ fifth top coolest fashion brand. (The Drum)