WS Retailer Consumer Retailers by m54596

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									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
• Sold in more than 90 countries
           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
 Product Features           Packaging
• Rubber sole, sidewall,   •Converses in special
  and toe                  Converse box, tissue
• ‘Racing’ and heel        paper around
  stripe
• Canvas body and
  lining
• Stitch and lace
• Logo heel, inside,      •New box with patch logo
  sole                     on top
• Double eyelets on        •Converse star on sides
  inside                   •“CONVERSE” on length
                           •‘Eyelets’ on side
                           •Stripe along bottom
    Kurt
    Cobain
                  Target Market
• Intro: Originally target sports
  players basketball
• 1940’s emerged in pop culture              “Pistol Pete” Maravich

• Growth: Target “youth”  female and male
• Musicians, artists, film stars
• Maturity/Decline/Remarketing:
                                  Sylvester Stallone in Rocky (1976)
  All ages, all sizes
• Pass through
  generations
  Converse “lifestyle”
           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
           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
Product Life Cycle
        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
            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)
     Promotional Strategies
• Have people design shoes
• Pulsing- new product lines/collections
• Flighting- Back to school, summer events,
  holidays
• Continuous- less rely on fans more
    Personal Selling Activities
• Consumer:
-Sales Associates
• Industrial:
-Incentives: ex. dELiA*s has every color
and Journey’s gets exclusive designs
-Presentations of new products
              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”
                               “Keep it old school”
            Early Ads“Wear your art on your shoes”


                             1991-Mighty Mighty Bosstones

70s




                  40s/50s




2009/2010
                                Advertisements



                                                                   2008- “Connectivity” Campaign
          2009- “Converse Century” Campaign




2008- “Kurt Cobain” All Stars Campaign        2010- “All star for all” Campaign
            Special Ads




Xmas 2008             Valentine’s Day 2010
           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
                   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
           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
                                  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



“Cheapskate” Etnie’s Shoes- $55        DC Men’s Purist Shoes- $65   Element Churchill W.O.W Shoes- $55
                          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/e3i3a6a72
    6c3dd89a14536244fe5a5ec60c
•   http://www.converse.com/About/FactSheet.aspx?id=9
•   http://www.converse.com/#/products/shoes/converseone/builder/chu
    TayHiCan0901
•   http://www.converse.com/Help/OrdersShippingAndReturns/USCusto
    mers.aspx
               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
             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=Convers
  e
• http://dmtshirtdesign.com/faq
• http://www.closetmix.com/info/community-official-brands.htm
• http://www.deathrockmagazine.com/buy-deathrock-
  magazine/distribute-deathrock-magazine/
               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&shopGrou
  p=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
             Sources Continued
• http://www.polyvore.com/converse_logo/thing?id=3674667
• http://media.photobucket.com/image/converse%20logo%20black%2
  0background/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=8hM
  EAAAAIBAJ&pg=6262,1133650&dq=cost+of+converse+shoes&hl=e
  n
• http://books.google.com/books?id=ko_a_Ij3TRMC&pg=PA29&sig=3
  DibJPF6ZMH0s2O1M-Ao-gJ3A6c&hl=en#v=onepage&q&f=false

								
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