How Coolness Affects the Brand Image on the Vans Fashion Footwear?

Lifestyle is a reflection of a person's preferences and orientations, which will form life values. An example of the application of a lifestyle can be seen from a person's choice of fashion style. Fashion style consists of all the clothes that are used on a person's body, from head accessories to the footwear. One of the fashion footwear brands that is currently the choice of young people is Vans. Brand coolness is the cool feeling that consumers have when using the preferred brand. The coolness of the brand referred to the cool feeling possessed by consumers of the Vans brand. This study aims to measure the effect of the coolness characteristics of the brand on the brand image of the vans fashion footwear. The research sample consists of 101 youthful people in Indonesia as respondents. The results of this study indicate that all the characteristics of brand coolness, such as: rebellious, social status (high status), subculture, iconic, and popular, are proven to have an effect on the brand image of the vans brand. In other words, the results of this study show that the vans brand is considered as a cool brand by its users. This cool feeling is owned to affect the brand image. This statement is proven by analyzing the value of the coefficient of determination, which shows that all the brand coolness characteristics are capable of explaining the variation of the brand image by 78.7%. The value of 78.7% is a representative of the variation value that is relatively dominant in a study. Keywords: brand coolness, brand image, fashion footwear, rebellious, high status, subculture, iconic, popula