{"id":14936,"date":"2022-10-25T17:40:13","date_gmt":"2022-10-25T15:40:13","guid":{"rendered":"https:\/\/lameche.net\/non-classifiee\/the-veja-brand-is-enjoying-huge-success-based-on-codes-that-break-with-the-usual-trends-and-strategies\/"},"modified":"2024-03-28T15:55:09","modified_gmt":"2024-03-28T14:55:09","slug":"the-veja-brand-is-enjoying-huge-success-based-on-codes-that-break-with-the-usual-trends-and-strategies","status":"publish","type":"post","link":"https:\/\/lameche.net\/en\/news-from-the-front\/the-veja-brand-is-enjoying-huge-success-based-on-codes-that-break-with-the-usual-trends-and-strategies\/","title":{"rendered":"The Veja brand is enjoying huge success, based on codes that break with the usual trends and strategies."},"content":{"rendered":"<div  class=\"tatsu-Skbk-tH4j tatsu-section  tatsu-fullscreen tatsu-bg-overlay   tatsu-clearfix\" data-title=\"\"  data-headerscheme=\"background--dark\"><div class=\"tatsu-fullscreen-wrap\"><div class='tatsu-section-pad clearfix' data-padding='{\"d\":\"0px 0% 90px 0%\"}' data-padding-top='0px'><div class=\"tatsu-row-wrap  tatsu-wrap tatsu-row-one-col tatsu-row-has-one-cols tatsu-medium-gutter tatsu-reg-cols  tatsu-clearfix tatsu-ryx-1ZYHEj\" ><div  class=\"tatsu-row \" ><div  class=\"tatsu-column  tatsu-column-no-bg tatsu-one-col tatsu-column-image-none tatsu-column-effect-none  tatsu-SkZZkbKSNj\"  data-parallax-speed=\"0\" style=\"\"><div class=\"tatsu-column-inner \" ><div class=\"tatsu-column-pad-wrap\"><div class=\"tatsu-column-pad\" ><div  class=\"tatsu-module tatsu-inline-text clearfix tatsu-HJfbybFH4i   \" ><style>.tatsu-HJfbybFH4i .tatsu-inline-text-inner{width: 100%;text-align: left;}.tatsu-HJfbybFH4i.tatsu-inline-text{margin: 0px 0px 20px 0px ;}<\/style><div class=\"tatsu-inline-text-inner tatsu-align-center\">\n<p><span class=\"swatch-white\"><strong>With no advertising, no celebrity endorsement and a focus on sustainability long before it seemed sexy, the French brand has succeeded in becoming a leading player in a highly competitive sector.<\/strong><\/span><\/p>\n<p><strong><span class=\"swatch-white\">&#8220;The<\/span><\/strong><span class=\"swatch-white \"><strong>  fashion is a social movement. Veja represents one of today&#8217;s most modern social movements. It&#8217;s a product that celebrates the old days, as its design is similar to sneakers from the 70s and 80s. But it&#8217;s made with the techniques of the future, i.e. materials that are totally sustainable. It&#8217;s all about tapping into the desires of people on the street. That&#8217;s fashion.&#8221;<\/strong><\/span><\/p>\n<p><strong><span class=\"swatch-white\">Francesco Risso, Marni Creative Director<\/span><\/strong><\/p>\n<\/div><\/div><div  class=\"tatsu-module tatsu-normal-button tatsu-button-wrap align-block block-center  tatsu-r1N-1-KHNs   \"><a class=\"tatsu-shortcode mediumbtn tatsu-button left-icon circular   bg-animation-none  \" href=\"https:\/\/www.esquire.com\/style\/mens-fashion\/a41713193\/veja-sneaker-brand-history\/\" style=\"\" aria-label=\"Esquire (EN)\" target=\"_blank\" rel=\"noopener\">Esquire (EN)<\/a><style>.tatsu-r1N-1-KHNs .tatsu-button{background-color: rgba(0,0,0,1);color: #ffffff ;}.tatsu-r1N-1-KHNs .tatsu-button:hover{background-color: rgba(0,0,0,1);color: rgba(255,255,255,1) ;}<\/style><\/div><\/div><\/div><div class = \"tatsu-column-bg-image-wrap\"><div class = \"tatsu-column-bg-image\" ><\/div><\/div><\/div><style>.tatsu-row > .tatsu-SkZZkbKSNj.tatsu-column{width: 100%;}.tatsu-SkZZkbKSNj.tatsu-column > .tatsu-column-inner > .tatsu-column-overlay{mix-blend-mode: none;}.tatsu-SkZZkbKSNj > .tatsu-column-inner > .tatsu-top-divider{z-index: 9999;}.tatsu-SkZZkbKSNj > .tatsu-column-inner > .tatsu-bottom-divider{z-index: 9999;}.tatsu-SkZZkbKSNj > .tatsu-column-inner > .tatsu-left-divider{z-index: 9999;}.tatsu-SkZZkbKSNj > .tatsu-column-inner > .tatsu-right-divider{z-index: 9999;}<\/style><\/div><\/div><\/div><\/div><div class=\"tatsu-section-background-wrap\"><div class = \"tatsu-section-background\" ><\/div><\/div><div class=\"tatsu-overlay tatsu-section-overlay\"><\/div><\/div><style>.tatsu-Skbk-tH4j.tatsu-section{background-color: rgba(0,0,0,1);}.tatsu-Skbk-tH4j .tatsu-section-background{background-image: url(https:\/\/lameche.net\/wp-content\/uploads\/2022\/10\/Veja-Histoire-Succe\u0300s-Sans-publicite\u0301-Marketing-Mission-Nouveaux-mode\u0300les.jpg);background-repeat: no-repeat;background-attachment: scroll;background-position: center center;background-size: cover;}.tatsu-Skbk-tH4j .tatsu-bg-blur{background-repeat: no-repeat;background-attachment: scroll;background-position: center center;background-size: cover;}.tatsu-Skbk-tH4j .tatsu-section-pad{padding: 0px 0% 90px 0%;}.tatsu-Skbk-tH4j > .tatsu-bottom-divider{z-index: 9999;}.tatsu-Skbk-tH4j > .tatsu-top-divider{z-index: 9999;}.tatsu-Skbk-tH4j .tatsu-section-overlay{background: rgba(0,0,0,0.41);mix-blend-mode: normal;}.tatsu-Skbk-tH4j .tatsu-fullscreen-wrap{align-items: center;}<\/style><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The two founders shared a common observation: the gap between what companies say about sustainability and what they actually do in the field. They identified a niche in the footwear market and decided to create a brand of sneakers, setting themselves the goal of investing the 70% of the budget usually devoted to advertising by traditional brands in the supply chain.  <\/p>\n<div><a href=\"https:\/\/lameche.net\/en\/news-from-the-front\/the-veja-brand-is-enjoying-huge-success-based-on-codes-that-break-with-the-usual-trends-and-strategies\/\" class=\"exp-read-more exp-read-more-underlined\">Read More<\/a><\/div>\n","protected":false},"author":3,"featured_media":12463,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[38],"tags":[],"class_list":["post-14936","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-from-the-front"],"_links":{"self":[{"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/posts\/14936","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/comments?post=14936"}],"version-history":[{"count":1,"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/posts\/14936\/revisions"}],"predecessor-version":[{"id":14946,"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/posts\/14936\/revisions\/14946"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/media\/12463"}],"wp:attachment":[{"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/media?parent=14936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/categories?post=14936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lameche.net\/en\/wp-json\/wp\/v2\/tags?post=14936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}