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Transcript of converse
Mind Map by Chloe Fan
Looking for lasting trendiness
and top of the line cool? Converse
sneakers will forever be in-fashion,
whether you choose the All Stars,
CONS, or Jack Purcells.
Both men and women will find their
style within the Converse clothing
lines. Tanktops, tees, hoodies, blazers,
pullovers... we've got them all at your
Bags, hats, socks, extra shoelaces,
and even sunglasses make up the
vast amount of accessories Converse
has to offer. It's alright to faint at
the news of this. We won't judge.
"If you're wearing Converse, you know who
you are." Cool, trendy, and seen on
practically everyone (including celebrities),
Converses give off an air of identity. It has
made it's mark on popular culture - giving
consumers all the more reason to purchase
Converse's many products.
With similar looking shoes to the Converse
CONS and Jack Purcells, Vans has likewise
made an impact on populur culture. It is
hard to tell which brand is seen more on
the feet of students and adults of all ages.
They are often sold at the same retail
stores as Converse as well.
As with Vans, Keds have the similar look
of the Converse CONS and Jack Purcells.
They are often passed off as "copies of
Vans", and thus, Keds have not made much
of a significant impact. However, with
current spokeswoman being Taylor Swift,
the popularity of Keds is slowly rising.
Ranging from sneakers to flats, high heels
to boots, and loafers to sandals, Aldo Shoes
brings a large variety of shoes to the stage.
And it's not just that - this business adds a
sense of higher class into the fray; something
Converse rarely achieves.
(1908 - 1933)
(1933 - 1972)
(1972 - PRESENT)
(original investment: $250K)
ACCESS TO MARKETS:
International access to Converse
products have proven worthy, as one
is able to find many wearing these
comfortable shoes all over the world.
You won`t find many Converses without
the stamp, "Made In China", anymore. With
international expansioin, cheaper labour
can be found - and China is just simply one
of the countries that (sadly) has it.
INCREASED QUALITY & QUANTITY:
Being an international business means
higher standards at a large quantity.
You can almost guarantee that every
pair of Converses will be up to snuff, and
don't worry - there'll be plenty to
While labour in China may be
significantly cheaper, shipping everything
back may not be. Home countries will
also result in less employment.
HUMAN RIGHTS & LABOUR ABUSES:
Often the case with offshore
outsourcing is that the labour force
will be abused by the contracted
companies making the products.
Businesses like Converse may not know
about it at all, and have very little control
over the situation itself.
Signature black and white block
writing bearing the brand name
"Converse" paired with a five-
point star is the identification
4 P's OF MARKETING
PRODUCTS & SERVICES:
Durable canvas and rubber shoes
with all sorts of designs, all Converses
are distinctively unique (especially
with its All Star hightops), all
labeled with the Converse trademark
While Converse prices vary from store
to store (retailers), their online pricing
will range from $30 to $90. Since the price
is expensive, it gives many the impression
that if you buy Converses, you will be
paying for top-notch quality.
Direct Converse stores are only found
in the USA, however, one is able to find
them at common retailers such as
Journeys or Little Burgundy. One is also
able to buy Converses online.
Promotions vary from store to
store (retailers), but there will be
promotions such as sales on the
online Converse store. One may be
alerted of these by subscription.
PRODUCT LIFE CYCLES
CONVERSE ALL STARS
CONVERSE JACK PURCELLS
TYPES OF ADVERTISING
Print Colour Advertisements
ETHICS & CORPORATE
Converse, Nike's wholly own affiliation,
is officially committing to eliminating
all hazardous chemicals from its
production lines by 2020. This campaign
aims to protect the planet's water, and
set an example for others to follow.
Participated in giving more than
$50M from PRODUCT RED partners.
PRODUCT RED is a consumer-based
income generating initiative for the
fight against AIDS in Africa.
1000 women sewers formalised a
partnership with Converse; an idea
to create an important source of
employment and income for the
poverty-struck local community.
The aim is to reach 15000 sewers.
CONVERSE All Stars
CONVERSE Jack Purcells
"Our Portfolio of Brands." NIKE, Inc. NIKE, Inc., n.d. Web. 06 June 2014.
"Converse.com | Chuck Taylor Sneakers & Design Your Own Converse
Sneakers." Converse.com | Chuck Taylor Sneakers & Design Your Own Converse Sneakers. Converse, Inc., n.d. Web. 09 June 2014. <http://www.converse.com/#ui-tabs-2>.
"Individual Companies." Business & Human Rights Resource Centre.
Business & Human Rights Resource Centre, n.d. Web. 6 June 2014. <http%3A%2F%2Fwww.business-humanrights.org%2FCategories%2FIndividualcompanies%2FC%2FConversepartofNike>.
"Converse Inc. History." History of Converse Inc. – FundingUniverse.
FundingUniverse, n.d. Web. 06 June 2014. <http://www.fundinguniverse.com/company-histories/converse-inc-history/>.
One Fordham Road
North Reading, Massachusetts 01864-2619
"CONVERSE INC IPO." NASDAQ.com. NASDAQ, n.d. Web. 09 June 2014. <http://