Converse Brand Strategy - 2046 Words

[pic]– Verb - to talk informally with another or others; exchange views, opinions, etc., by talking. MARKET Brand share 2007 [pic] Past seven years have seen a decline in the footwear market as the popularity of cheaper â€Å"low performance† wear increases (sector includes Converse) although there is a lack of more recent data available. However, during the economic downturn even the â€Å"low performance† segment has struggled. From 2003 to 2004, the market for athletic apparel and footwear grew by almost $7.5 billion, 12% Between 2004 and 2005, however, it grew by less than $4 billion; in percentage terms, the 6% growth was only half as high as growth a year earlier. Furthermore, in 2007, global footwear sales reached $44.4 billion,†¦show more content†¦though Historic Celebrity Fans 1970s Ramones 1990s Kurt Cobain and Tom Morello of Rage Against The Machine Current Celebrity Fans 2000s Johnny Knoxville of Jackasse, Dr Who, Dr House, Seth Cohen-The OC Uh Oh â€Å"(Converse) can be cool but emos hijacked them so their not anymore. They used to be really old school but they jacked up the price. They are defiantly not a sport brand just a normal casual shoe† – 21 year old student and band member â€Å"now everyone wears them. You see yummy mummies and skater kids in them. You even see folks dad wearing them† â€Å"the age at which they are acceptable has been rising â€Å"Usually when older people adopt something all the kids stop. But Converse are a bit of an anomaly, all the young folk are still wearing them† Current solution? Conversemusic.co.uk and the recent advertising campaigns (see below) are an attempt to try and reclaim it’s identity as a brand for free thinkers. â€Å"Conversemusic.co.uk is a thank you to all Converse fans, it will be an ongoing effort to give something back to those who make Converse what it is today† THREATS Inconspicuous consumption Plimsols take over as kids rush for unbranded apparel [pic] â€Å"Right now, conspicuous consumption is out of fashion. The logo-driven excess of the past decade is being looked upon – at least in the Western world – with distaste. Authenticity is all the rage† - Warc 2009 [pic] In this climate, does Converse have an opportunity to win back share byShow MoreRelatedConverse Hits the Shoe Industry1602 Words   |  6 Pages1908 Marquis Mills Converse opened the Converse Rubber Shoe Company in Malden, Massachusetts. The manufacturing company made rubber shoe, providing winter rubber soled footwear for men, women, and children. By 1910, Converse was creating 4,000 shoes daily, but it was not until 1915 that the company began making athletic shoes for sports. In 1917 Converse All-Star basketball shoe was introduced. Then in 1921, a basketball player named Charles H. Chuck Taylor walked into Converse complaining of soreRead MoreConverse: We Love You, Chucks! Marketing Case1711 Words   |  7 Pages| Converse: | We Love You, Chucks! | Molly Langan 3/25/2009 | Situation Analysis Converse was founded in 1908 and by 1917 the All Star shoes were introduced on the market as an American made product. In 1923 the shoes were renamed the Chuck Taylor, after the semiprofessional basketball player. By 1970, eighty percent of basketball players wore Converse shoes out on the court. In 1983 their revenue was $209 million. Converse faced a lot of competition, and in 1989 they only held five percentRead MoreOutsourcing Practices of Adidas, Converse, Nike, and Reebok1079 Words   |  4 PagesOutsourcing Practices of Adidas, Converse, Nike and Reebok Introduction Apparel and shoe manufacturers continued to offload the more costly yet easily replicated part so their business models to concentrate on brand building, marketing, sales and attaining greater distribution channels globally. These are the pressures all apparel and shoe manufacturers face, and it is particularly challenging in the athletic show industry (Kynge, 2009). Adidas, Converse, Nike and Reebok have been outsourcingRead MoreConverse case study1357 Words   |  6 PagesMarketing(MKT333) Ms. Susan Carder Dec. 20th 2014 Case Study#3 Converse 1. How would you define the needs, wants, and demands of the Converse customer? Needs lead to wants, wants lead to demands, demands lead to perception. Consumers want stylish shoes, so they demand that they be affordable. A need is a state of deprivation, and some needs according to Maslow’s Hierarchy of needs are more crucial than others, in this case Converse customers need shoes to protect their feet, this is a basic needRead MoreFinancing the Enterprise: Nike Essay1340 Words   |  6 Pagesnatives Phil Knight and Bill Bowerman took an idea and five hundred dollars and an idea became the biggest shoemaker ever. They have athletic footwear, apparel, and accessories for a variety of sports and fitness activities. Nikes subsidiaries are Converse, which designs, markets, distributes athletic lifestyle footwear, apparel and accessories also Hurley International LLC, which designs, markets, and distribute surf and youth lifestyle footwear, and apparel. The accounting used then were just themRead MoreConverse Analysis6694 Words   |  27 Pagesï » ¿ Company Perspectives: The Company s marketing strategy is targeted on the Converse All Star brand, which is positioned as the American performance brand with authentic sports heritage. The company believes that there are significant opportunities to build the brand, which commands high consumer awareness generated by reason of its 95-year history. The company s consumer research has become an integral part of its product development, advertising campaigns and in-store point ofRead MoreNikes Approach To Compete International Case Study1234 Words   |  5 Pagestrends starting in certain global cities. Nike is focusing on 12 cities: New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul, and Milan. Their goal is to increase growth by 80% through 2020. Another strategy they are enacting will cut the weak styles and the employees that go along with them. (Green, 2017). Strategic Resources One of the most exciting resources Nike offers, is their proprietary Flyknit material. It is durable, lightweight, and providesRead MoreMarketing and Converse4038 Words   |  17 PagesMARKETING MANAGEMENT ICA 1 PROJECT TITLE: Converse Table of Content Table of Content 1 Executive Summary 2 Company Profile 2 SWOT Analysis 3 Marketing Offer and Philosophy 4 Target Customer Segment(s) and their Needs / Demands 5 Competitors Analysis 5 Marketing Strategies (4Ps) 7 Strengths Weakness of Marketing Strategies 8 Recommendations / Suggestions for Improvements 9 Conclusion 9 Appendices 11 Executive Summary Included in the company profileRead MoreNike and What It Does to Third World Countrys1726 Words   |  7 PagesThe Manufacturing Practices of the Footwear Industry: Nike vs. the Competition The current manufacturing practices of the sneaker industry, in particular companies such as Nike, Reebok, Adidas, Converse, and New Balance, takes place throughout the globe. With the industry experiencing severe competition, and the product requiring intensive labour, firms are facing extreme pressure to increase their profit margins through their sourcing practices. The following paperRead MoreHistory of Converse3778 Words   |  16 Pagesof Design and Commerce Strategic Brand Management Born in Basketball, raised by Rock and Roll Converse – A case study Nailton Oliveira 114MDA3530 April, 2012 INTRODUCTION Branding is, in fact, in the spot these days. They are everywhere. Brands decide where economy or fashion goes. Brands gives names to new actions, make the world even more global and are synonym of power. Knowing how to create a reputation of the company with accurate strategies and acknowledging the risks of it