1 / 26

Converse All Star Shoes

Converse All Star Shoes. By Heather Standish. Fun Facts. 1918: 20,000 shoes made a day Chuck Taylor made a salary, but no commissions End of 60s: 90% of basketball shoe market 1984: LA’s Olympics: Official Sports Shoe Provider 2002: Triple profit compared to 2001

jalila
Download Presentation

Converse All Star Shoes

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Converse All Star Shoes By Heather Standish

  2. Fun Facts • 1918: 20,000 shoes made a day • Chuck Taylor made a salary, but no commissions • End of 60s: 90% of basketball shoe market • 1984: LA’s Olympics: Official Sports Shoe Provider • 2002: Triple profit compared to 2001 • Sold in more than 90 countries

  3. Converse History • Marquis Mills Converse: founder • Since 21, learn shoe manufacturing • 1908 founds Converse Rubber Shoe Company • 1917: All Star-performance basketball shoe • 1918-1968: player Chuck Taylor endorses • 1962: Low-cut Oxford introduced • 1974: One star skateboarding shoe introduced • 1985: Official shoe of National Basketball Association • 2003: Nike acquired Converse for $305 million

  4. Product FeaturesPackaging • Converses in special Converse box, tissue paper around • New box with patch logo on top • Converse star on sides • “CONVERSE” on length • ‘Eyelets’ on side • Stripe along bottom • Rubber sole, sidewall, and toe • ‘Racing’ and heel stripe • Canvas body and lining • Stitch and lace • Logo heel, inside, sole • Double eyelets on inside

  5. Target Market Kurt Cobain • Intro: Originally target sports players basketball • 1940’s emerged in pop culture • Growth: Target “youth”  female and male • Musicians, artists, film stars • Maturity/Decline/Remarketing: All ages, all sizes • Pass through generations Converse “lifestyle” “Pistol Pete” Maravich Sylvester Stallone in Rocky (1976)

  6. Product Planning • Innovation- new style basketball shoe • 40s- boots and war gear for soldiers, football, running • 50s- work boots • 60s- blue heel patch, higher rubber, wrestling • 70s- skateboarding, ski boots, heel patch change, smaller toe, longer tongue • 80s- basketball shoe redone, funky colors to match the times, thinner laces, bigger toe • 90s- shorter, flat laces • Today- new materials, simpler logos

  7. Product Line/Mix • Product Line (types of shoes)--Chuck Taylor, Jack Purcell, Converse by John Varvatos, Converse (PRODUCT) RED™ , Basketball, Skate, Running and Court • Current Collections--Chuck It, Prom, Graduates, Music Collaborations, Chuck Taylor All Star Slim, One Star Suede, Kids, Classic Chucks • Product Mix--Men's Clothing, Women's Clothing, Converse by John Varvatos Clothing, (Sun)glasses, Accessories

  8. Product Life Cycle

  9. Channels of Distribution • Producer Retailer Consumer • Producer WS Retailer Consumer • Retailers: Online, Journey’s, dELiA*s, Hot Topic, Zumiez, Converse Outlet Stores, almost any store with shoes • Shipped by UPS or by air • Originally made in USA, 1990’s switch to Japan and China

  10. Pricing Strategies • Intro/Growth: Skimming the Cream • 1965- $3.25-$9.95 (double regular) • Maturity/Decline: Penetration Pricing • 1970s- $30-$35 (others $60-$200) • 1990- $29.95 (inexpensive) • Remarketing: Somewhere in between • Today- $45-$65 (about $20 more)

  11. Promotional Strategies • Have people design shoes • Pulsing- new product lines/collections • Flighting- Back to school, summer events, holidays • Continuous- less rely on fans more

  12. Personal Selling Activities • Consumer: -Sales Associates • Industrial: -Incentives: ex. dELiA*s has every color and Journey’s gets exclusive designs -Presentations of new products

  13. Advertising • Feb 2008 “Connectivity” Ad Campaign-bring old icons with new to celebrate 100 years of Converse • June 2008 “Microsites” by Anomaly • Summer 2008 “Kurt Cobain” Collection-part of Converse Century Campaign • Feb 2009 “Welcome to the Converse Century” Campaign • Apr 2010 “All star for all”

  14. Early Ads “Keep it old school” “Wear your art on your shoes” 1991-Mighty Mighty Bosstones 70s 40s/50s 2009/2010

  15. Advertisements 2008- “Connectivity” Campaign 2009- “Converse Century” Campaign 2008- “Kurt Cobain” All Stars Campaign 2010- “All star for all” Campaign

  16. Special Ads Xmas 2008 Valentine’s Day 2010

  17. Sales Promotion • Sales Associates: promote exclusive designs in store, special prices and sales • Online sales and discounts ex. Up to 40% off! Or...regular sales $5-$20 off • Free shipping

  18. Publicity • Feb 1996: All Star Brand Strategy All Star Patch returns • Jun 2008: Web Interactions Sites • Jan 2009: Wrapped in Books • Feb/Mar 2009: Ozzy & Floyd Collaboration British music • Aug 2009: Woolrich Clothing Collaboration

  19. Public Relations • Marquis Mills Converse sports shape our country • ‘Innovative’, ‘defined sports footwear categories’ • ‘transcended generational cultural and socio-economic boundaries’ • ‘global youth symbol of originality and individuality’ • Communication kits • Sandstrom Partners

  20. Competition Adidas Jeremy Scott Nizza Shoes- $90 Nike Air Jordan I Retro Shoes- $100 • Converse: $45-$65, Competition: $55-$100 • Previously: Keds, Reebok, Adidas • Nike- certain shoes, even though Nike bought Converse • Etnies, DC Shoes, Element Footwear- other “popular” alternative shoes DC Men’s Purist Shoes- $65 “Cheapskate” Etnie’s Shoes- $55 Element Churchill W.O.W Shoes- $55

  21. Sources • http://www.converse.com/ • http://www.converse.com/#/products/shoes/allshoes • http://www.converse.com/#/products/collections/allCollections • http://www.popculturepost.com/2008/02/28/converse-launches-connectivity-ad-campaign/ • http://www.thedailyswarm.com/swarm/kurt-cobain-converse-custom-kicks-coming/ • *http://www.converse.com/About/PressRelease.aspx?id=71 • *http://www.allbusiness.com/marketing-advertising/public-relations/7195894-1.html • *http://www.converse.com/About/PressRelease.aspx?id=66 • *http://www.adweek.com/aw/content_display/news/digital/e3i3a6a726c3dd89a14536244fe5a5ec60c • http://www.converse.com/About/FactSheet.aspx?id=9 • http://www.converse.com/#/products/shoes/converseone/builder/chuTayHiCan0901 • http://www.converse.com/Help/OrdersShippingAndReturns/USCustomers.aspx

  22. Sources Continued • http://www.businesshistory.com/ind._footwear.php • http://www.squidoo.com/converse-chuck-taylor-black • http://www.squidoo.com/converse-chuck-taylor-black • http://www.flickr.com/photos/extraverage/546810666/ • http://www.theconverseblog.net/2009_02_01_archive.html • http://skateandannoy.com/page/15/ • http://www.sneakerinformer.com/special-editions/converse-rens-all-star-all-star-revolution-and-pro-leather-with-wooden-box/ • http://www.flickr.com/photos/16415249@N03/1795287672/ • http://theselvedgeyard.wordpress.com/2009/01/09/pistol-pete-maravich-the-original-all-star/ • http://brothersmcc.blogspot.com/2009/03/ups-does-not-support-bullies.html • http://members.virtualtourist.com/m/8da08/c1f6c/c/ • http://blogs.app.com/thelook/2008/12/13/a-few-of-our-favorite-things-converse-sneaky-santa/ • http://www.shop2world.net/blog/?cat=5829

  23. Sources Continued • http://stylefrizz.com/200803/kurt-cobain-converse-grunge-is-back/ • http://www.conversestore.net/Celebrities.html • http://www.ioffer.com/i/1991-Converse-Dickie-Barrett-Bosstones-Shoe-Print-Ad-78403911 • http://electric-sun.co.uk/vintage-advertising/ • http://www.vashyoung.com/ • http://hypebeast.com/2010/04/converse-jack-purcell-2010-fall-preview/ • http://www.shopstyle.com/browse/tees-and-tshirts/Converse • http://www.nicekicks.com/2010/04/converse-chuck-taylor-chuck-it/ • http://www.remeyewear.com/ecatalog/index.php?collection=Converse • http://dmtshirtdesign.com/faq • http://www.closetmix.com/info/community-official-brands.htm • http://www.deathrockmagazine.com/buy-deathrock-magazine/distribute-deathrock-magazine/

  24. Sources Continued • http://www.fundinguniverse.com/company-histories/Converse-Inc-Company-History.html • http://www.converse.com/#/products/shoes/sales • http://www.converse.com/Help/RetailLocator.aspx • http://www.v2m.com.br/2009/02/ad-converse-all-star-2009.html • http://nylonmag.com/nylonblogs/page/318/ • http://karenincolor.blogspot.com/2009/05/take-new-look.html • http://hypebeast.com/2009/05/woolrich-x-converse-chuck-taylor-all-star-collection/ • http://sneakers.pair.com/chuck2k.htm • http://thegloss.com/fashion/converse-ozzy-osbourne-pink-floyd/ • http://www.sodahead.com/user/profile/1349925/panic-its-cody/ • http://www.shopadidas.com/product/index.jsp?productId=3786215&cp=3748174.3748184.2039609.2039613.2012797&cid=G16815&shopGroup=R • http://www.sneakerfiles.com/2009/03/11/air-jordan-i-1-2009-preview/ • http://phillyist.com/2008/12/16/philly_phashionista_holiday_shoppin.php

  25. Sources Continued • http://www.polyvore.com/converse_logo/thing?id=3674667 • http://media.photobucket.com/image/converse%20logo%20black%20background/climaxxds28/converse-logo.jpg • http://www.griptape.com/dealers.html • http://www.lynchpop.com/services.htm • http://etnies.com/shop/cheapskate-3/black-grey/ • http://store.dcshoes.com/product/index.jsp?productId=4014811&cp=3448740.3448746.3436135 • http://catalog.elementskateboards.com/shoes/view/2124/Churchill-Blk/Gry/Red(W.O.W.) • http://news.google.com/newspapers?id=mrwsAAAAIBAJ&sjid=8hMEAAAAIBAJ&pg=6262,1133650&dq=cost+of+converse+shoes&hl=en • http://books.google.com/books?id=ko_a_Ij3TRMC&pg=PA29&sig=3DibJPF6ZMH0s2O1M-Ao-gJ3A6c&hl=en#v=onepage&q&f=false

More Related