The company that teenagers once saved up for years to buy was now sold to suburban mothers in supermarkets looking for a bargain on tube socks. With piles of clothing sitting in warehouses, VAN started to run large-scale bargain sales, which further devalued the brand. And in the era of Made in U.S.A. and Popeye actively promoting the purchase of imported honmono (genuine) items rather than copies, VAN just could not compete.
