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Converse Brand SWOT Analysis

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Summers Case

on 16 February 2013

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Transcript of Converse Brand SWOT Analysis

Neglecting Potentially-Profitable Market Sectors STRENGTHS History The Brand SWOT Analysis CONVERSE STRENGTHS
THREATS Converse was founded in 1908
as the Converse Rubber Shoe
Company 90% Brand Recognition The first Converse All Stars
were made in 1917.

They were some of the earliest basketball
shoes ever. People really did wear All Stars as basketball shoes.

At one point in the 1960s, 90% of professional and college basketball teams wore Converse All Stars. Now, that 90% is down to... ? It's hard to tell. If any teams are still wearing All Stars, they're not talking about it.

Two college teams do wear Converse basketball shoes, though, which brings us to our next point:

Converse diversifies and shifts with the times really, really well. Adaptability As times change and people need different things, Converse has adapted, either offering new products or encouraging different groups' interest in existing products.

During World War II, for example, Converse made special sneakers for basic training, and flight boots for fighter pilots. When basketball teams clamored for All Stars in different colors, Converse provided them. And, in 1960, they brought out the low-top "Oxford" version. In the 1950s, Converse shoes caught on with non-athletes; they were worn by popular singers and actors.

So, Converse began a tradition of capitalizing on new trends, taking advantage of new target markets as opportunities arose. (Elvis in All Stars.) (James Dean in Jack Purcells.) This was a really good thing for Converse, because as their iconic All Stars brand became gradually less popular as an athletic shoe, it became more popular with youth subcultures.

Today, nobody wears All Stars for basketball (their original purpose) but they wear them for other purposes, such as the image they present.

Or they wear them because the Doctor does. And maybe some awful character
from Twilight wears them too, but we
wouldn't know about that. Did you notice how easy it was to spot Converse All Stars in those photos?

That's our last featured strength: brand recognition.

The Converse logo is recognizable, but so are the shoes themselves.

They do provide customization (Sara!) but they don't change the overall shape and design of the shoe.
EVER. Even the soles are recognizable.

That kind of brand recognition is powerful. WEAKNESSES OPPORTUNITIES THREATS Why don't All Stars come in wide or other customizable fitting and size options like the majority of other shoe brands? The Shoes Don't Change Locked into set look.

Limited ability to adapt to changing fashion or technology. Near-Bankruptcy and
Sale to Nike Many Americans still value American-made products.

Nike purchase of Converse in 2003 moved production overseas.

Punks want shoes not made by a giant, soulless corporation, too. This dented sales and brand loyalty with a key market SAD PUNK.
NO CONVERSE. Technology Technology of Basketball and Athletic shoes has evolved and the market for these types of shoes has become dominated by larger brands with superior technology (Nike, for example). Converse = Basketball Shoe
* Utilizing the History of Converse
* ex. Magic Johnson
* Keeping elements that characterize Converse while evolving into a brand of competitive athletic gear
**colors, brand , and logo Sometimes they do
change a little, but... Evolution (Excellent plan.) If the brand fully crosses into the realm of style over substance and function, Converse could risk losing customers if their iconic style goes out of fashion.
However if they evolve and change their style to adjust to changes in fashion, they risk losing their core fan base. Pricing The Shoe Market is very price competitive. Converse pricing is low as is and may not have much more room to go lower to try and be more competitive. * Embracing the history and current athletes in order to spread the use of shoe Imitators Converse is also at risk of being out competed by knock off brands at lower price points: Converse is Basketball Embracing the long history of converse
*creating a retro brand
** utilizing some of the old advertising to bring back the memories of converse
**classic through the ages
** Converse are not part of the trends they are the trend
*a shoe for the ages BONUS
MATERIAL Capitalize on Nostalgia CONVERSE
TATTOOS! Become the Brand Create advertising that not only shows the show but embodies the brand
**becoming more than a show become an entity a feeling
**embrace the different sides of converse
** ex. the rebel, athlete
the shoe should serve to tell the story of the brand who they are now and who they hope to become Consumer Participation Using social media such as Facebook, Twitter, Google + and others to create contest where consumer can participate in the next big design for the converse brand David Tennant increased
sales of All Stars when his character wore them with suits and a trench coat in Doctor Who. This is the TARDIS,
an identifiable part of the
Doctor Who branding since
1963. Now, fan artists on Etsy will make you TARDIS All Stars if you want them.

That's some impressive SIDE NOTE: Cross-Promotion and Customer Loyalty.
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