While strolling through Instagram, I came across an advertisement for Vessi. Vessi is a Canadian footwear manufacturer based in Vancouver, BC. They specialize in fully waterproof, breathable, lightweight shoes that are made from vegan materials. Vessi offers a wide variety of sneakers, boots, slip on and high-tops for men, women, and kids.
The advertisement itself is a video of someone sticking a vibrant blue poster with the brand name and quote “fully waterproof” along the corner of a wall. The message they convey is clear. The brand is getting a fresh look, with a new logo and bright ocean blue theme. Although that is all I can interpret from the advertisement, I suspect there is more to it. Another advertisement from their Instagram page quotes “A new Vessi is coming” which could mean they might potentially launch new products and designs to the market. (Vessi, n.d.).
Vessi is committed to minimizing environmental impact. They use sustainable materials to reduce waste. Using recycled materials for their products and packaging made this possible. Furthermore, they have reduced water usage by 20%, energy usage by 600% and material trim waste by 97% in their manufacturing process (Vessi, n.d.). Their engagement in social responsibility initiatives should be well regarded. Vessi has donated over $500,000 to support vulnerable members from different communities. The company initially established a community fund to support the frontline workers during the pandemic but since, they have expanded to water conservation projects globally. Vessi has partnered up organizations to improve clean water access and helped build around 70 to 90 wells in regions with water scarcity. (Vessi, n.d.).
The company’s goal is to make you accept that sustainable fashion is possible by emphasizing their sustainable practices which I had mentioned earlier. They also encourage their customers to feel good about purchasing their products by highlighting their charitable initiatives. Vessi is not trying to sell shoes, but a lifestyle of comfort, sustainability, and social responsibility.
Vessi targets people who are always on the move like commuters, students, travelers, and people who prefer footwear for unpredictable weather conditions. Being a student myself, I can see the appeal in what they are offering. I like their minimalist design, comfort, and functionality. Also, this is a company that gives back to the community, which can be seen as a clever marketing tactic to gain people’s interest.
While the company itself and their products caught my interest, the advertisement itself did not appeal to me. When you use the concept of Greenwashing, which basically means conveying a false impression of environmental responsibility, we must take a deeper look into Vessi. As I mentioned before, the video has truly little information in it. Although I have seen multiple advertisements from the company and the influencers who collaborate with them show what they do and stand for, their recent advertisements are mostly about the new theme and rebranding. It is understandable that such moves are required to gain more attention and customers, but they should not forget that customers buy their products to support sustainability. Average consumers might forget the idea behind the brand.
Additionally, some of their advertisements use “nature-evoking” techniques, meaning they use natural imagery in their advertising to show environmental friendliness, which can be appealing to the consumers’ ecological beliefs, but could also be deceptive if they are not supported by actual sustainable practices. (Leonidou & Skarmeas, 2017).
References
Vessi. (n.d.-a). Our sustainability promise. Vessi. Retrieved February 11, 2025, from https://vessi.com/pages/sustainability
Vessi. (n.d.-b). What it means to be eco-friendly. Vessi. Retrieved February 11, 2025, from https://ca.vessi.com/blogs/the-forecast/what-it-means-to-be-eco-friendly
Retail Insider. (2024, November 11). Vessi expands with new stores across Canada. Retrieved from https://retail-insider.com/retail-insider/2024/11/vessi-expands-with-new-stores-across-canada/
US Funds for NGOs. (2024, November 2). Vessi donates 600 pairs of waterproof shoes to support DTES residents. Retrieved from https://us.fundsforngos.org/news/vessi-donates-600-pairs-of-waterproof-shoes-to-support-dtes-residents/
Leonidou, C. N., & Skarmeas, D. (2017). Gray shades of green: Causes and consequences of green skepticism. Journal of Business Ethics, 144(2), 401-415. https://doi.org/10.1007/s10551-015-2829-4
Fadekemi Oyebade
Your analysis of Vessi is a well understood information of the company’s advertising and products.You highlight Vessi’s commitment to sustainability, including their use of recycled materials, water conservation, and their involvement in social responsibility initiatives. It is an important part of the brand that is well supported by the company’s actions, making them stand out in terms of environmental and social impact. It is clear that they’re not just selling shoes, but promoting a lifestyle centered around comfort, sustainability, and giving back to the community.
You talked about Vessi approach . That in recent ads, particularly the video featuring the new logo and vibrant theme,lacks substance. This is true because the ad seems more focused on the rebranding rather than establishing the company’s sustainability message.
Also your observation about nature-evoking techniques in the advertisements is a good point. While using nature-related imagery may resonate with eco-conscious consumers, it could come across as superficial if not backed by genuine sustainable practices. This kind of marketing can be misleading to the public if the company doesn’t continue to emphasize the actual environmental impact of their products beyond just the visuals.
You point out that Vessi is doing a lot right in terms of sustainability and community involvement, but their recent advertisements might not be good enough and doing enough to reinforce these core values. If Vessi wants to maintain its credibility and customer trust, it’s important that they strike a balance between marketing their new look and continuing to promote the authentic, sustainable practices that first attracted their audience.