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About the Brand
- Launched in 1908 by Marquis Mills as ‘Converse Rubber Shoe Company’, the company specialised in rubber-soled footwear. By 1910, Converse had begun manufacturing shoes daily, while in 1915, the company switched focus to creating athletic shoes.
- When Charles H. “Chuck” Taylor joined Converse he persuaded the company to create a line of shoes designed purely for basketball. Chuck Taylor travelled across the country promoting the All Stars that was being worn by basketball players throughout America.
- Having dominated the basketball sneaker market for over 30 years, the Chuck Taylor All Star made a cultural shift and became prevalent in defining a identity and to make new street style classics.
Logo
1963
1977
2003
Logo Timeline
2007
2011
2017
Brand Elements
LOGO
TAGLINE
Brand Elements
VISION
A five-pointed black star surrounded by a black circle, underneath this symbol is the name of the company in its special font. Since stars are to be found on the U.S. flag and are a big part of the U.S. military insignia, it helped with the company’s image of being 100% American.
By saying"shoes are boring" the company wanted to claim the word "sneakers" as its own, making Converse the quintessential sneaker company. The "shoes keep it clean" slogan was created in the same spirit.
The consumer decides/ wear a shoe that makes a statement.
To give people the opportunity to express themselves through their Converse shoe.
Confident, Genuine, Hardworking, Tough, Unselfish and Passionate.
MISSION
BRAND VALUES
BRAND EQUITY
- Together we are different
- Respect our past and move forward
- Retro vibes of the eighties to attract a younger audience
- Uses a canvas Lining
- Moderate pricing and availability in terms of designing and colors
The Converse shoe boxes uses the name based logo on one side of the box and the all star logo on the top. The box is of black colour and uses negative space to create the image of the logo and the name. The bottom of the box has the same design as the sole of All Star sneaker.
PACKAGING
Marketing MIX
Marketing Mix
Product
Originally produced in black and white, Converse now comes in a wide variety of colours that are modern, edgy and funky Chuck styles, low-tops, high-tops, oxfords, ankle-length and knee-highs are just some of the many varieties of shoes produced with denim, leather, suede, vinyl and hemp
Place
The largest distribution markets include the US, UK and China. Converse also sells its products through local and regional distributors.
Price
- The superior quality of the product along with the value associated with the brand allows it to command a slightly premium price without affecting sales.
- The product is associated with long life and the pricing in its marketing mix does take into account this feature
Promotion
- Historically, it positions and promotes itself by associating with a fad, for example classic rock bands. Converse has been known to launch products inspired by Pink Floyd and The Who.
- Converse knows the fact that the older generations have an emotional connection with the brand so Converse uses storytelling tactics in their marketing campaigns and these may not be directed only to the older generation but to connect with the audience at large.
Segmentation
Marketing Strategy
Demographic Segmentation: Under 13, 13-19,20-35, above 35; Income group from those who don’t earn example students and people from upper-middle-class
Psychographic Segmentation: Targets the aspirers, the materialistic and image-conscious people.
Behavioural segmentation: Fashion interest and outdoor sports enthusiasts
Targeting
Targeting
- 13-19 and entry-level professional from 20-35 age group
- For both male and female, unisex patterns as well.
- Mid and upper-income range
- Younger generation; reformer, aspirer, explorer types
Positioning
Positioning
- Positioned as a brand worn by dreamers, artists, rebels, rockers,
- The brand celebrates individuality
- If the customer feels that he/she are one of a kind then they should try converse
- Earlier positioned as athletic, later was repositioned as a retro-modern subculture, for the younger generation it is positioned as classics.
- Positioned as trendy yet simple
SWOT ANALYSIS
W
S
Converse offers mid-premium segment apparel, shoes and other accessories for the youth with good advertising.
Tough competition from existing brands means limited market share growth, Converse products can be cannibalized by its popular parent brand.
SWOT
Analysis
O
T
Fake imitation products are a threat to the brand. Being a global brand, Converse's business can be affected by recession and economic fluctuations.
Converse can also diversify into shirts, bags as these are high-value items. More aggressive advertising and promotion through e-commerce platforms
Competitors
Competitors
- Vans
- Adidas
- Timberland
- New Balance
- Puma
- Macbeth
- Fila
- Lotto
- Under Armour
- Aldo
- Super Dry
Perceptual Map
Expensive
Fashion
Performance
Perceptual Map
Cheap
Recent Marketing Campaigns
Marketing campaigns
- Create at home (2020)
- Love yourself first (2020)
- All the stories are true (2019)
- Spark Progress (2019)
- Rated one star (2018)
- Chucks First (2018)
- Forever Chucks (2017)
- Converse Public Access (2017)
#One-Star-Hotel-Campaign
Love yourself first
All the stories are true- Indian
One star- for the rebel in you
Brand Ambassadors, collaborations
Successful marketing and advertising
Young celebrities and influencers
Partnering for campaigns and marketing
Brand Ambassadors, collaborations
- The focus is always on the brand and not competition.
- Who embody the brand are chosen.
- To target younger generations.
- Create a strong influence and relatability.
- Creating loyal consumer-base.
- To connect with audience.
- Appearance in campaigns.
- Flaunting products on social media.
Some Converse Ambassadors
Confident
young
Saloni Chopra (Actor)
popular
Relatable
Spanto (Graffiti Artist)
Converse Ambassadors
Jordan Clarkson
(Basketball player)
Diverse
Millie Bobby Brown(Actor/Model)
trendy
Loyal
fanbase
Vince Staples (American Rapper)
Upcoming stars
Miley Cyrus (Actor/Singer)
Ft. Millie Bobby Brown
Ads
Ft. Miley Cyrus
Analysis of website and social media
Analysis of website and social media
Converse Global website
The options lead to the respective official website of converse in various countries
Converse India website
Converse India
Converse
United States
Converse Website for United States
Facebook/Twitter
Sarojini Nagar
- The stores are rectangular, analogous to the shoe box in which converse our packed
- The music played is pop, hip hop and rock to keep up with the vibe of the brand
- The staff is dressed in converse products
- The first thing one come across are sneakers followed by backpacks and clothes
- The stores are rectangular, analogous to the shoe box in which converse are packed.
- The music played is pop, hip hop and rock to keep up with the vibe of the brand
- The staff is dressed in converse products
- The first thing one come across are sneakers followed by backpacks and clothes
Stores
Gurgaon
Responses for brand audit
"
For me canvas shoes means converse only. Since I started my college I have been wearing shoes only. And mostly Converse
"
When I hear Converse, the Chuck Taylor sneakers of the brand spring to my mind.
"
I purchased my first pair of Converse Chuck Taylor shoes back when I was in 8th grade. They lasted me 4 years and were my go-to pair of shoes. I have attended classes in them, played sports in them, hung out with friends in them, been to the mall in them, among other things. I bought a new pair of the exact same sneakers again about a year back and they are still the most versatile pair of sneakers in my wardrobe. I wear them to college very often.
"
When you hear the name Converse what springs to your mind?
"
usually the time spent with friends, playing or just hanging out with them
"
Above all, as someone who is in his youth and living his college life. Converse products are not about luxury or comfort as much as they are about creating a statement.
"
Responses
"
What memories do you associate Converse with?
How do you want to be seen/perceived by the world when you use Converse products?
"
big circle with a star in the middle, converse written above and All star written below the star
Brands most similar to Converse are Vans, DC and Keds
"
What other similar brands are you aware of?
Can you describe the logo, colours, packaging, advertising of Converse?
Picture of sender
Externalisation
Internalisation
Brand Identity Prism
Picture of receiver