It can be contested that niche brands such as Vision Street Wear have it easy when speaking with their audience because the segment is narrow and well defined, but much can still be taken from how they interact with their consumer.

A big challenge with brands online is integrating product information with the themes they have created in order to engage their audience. Here Vision have done a masterful job of treating the product in the same entertaining and commonly consumed format that skaters are used to as with the rest of the site. Instead of product shots each of the shoe models are displayed in looping video pieces in which the shoes are being worn by a skater actually skating! Seems intuitive really but actually putting the product in a situation that it would be used in is very effective and rarely done online.

The use of video as the background of the page is also brilliant as this is the most common content consumed by skaters online so by creating the site around this they have immediately engaged with their audience.

Thanks to: visionstreetwear.com