CONVERSE CHUCK TAYLORS

BRAND REALIGNMENTPresented by PJ’S

History of Converse• 1908 - Marquis M. Converse starts the company

• 1917 – World’s first performance basketball sneaker debuts – the Converse All Star

• 1923 –Converse adds Chuck Taylor’s signature to the All Star® patch

• 1949 –Virtually all pro players are wearing Chuck Taylor All Star shoes • 1970’s -Converse's popularity among sports stars decreased

dramatically • 1980’s + Converse transcends from sport to fashion

Who Converse Became

• The shoe morphed into a symbol of counter-culture and rose above the shoe industry trends to embody the idea that owning a pair of Chucks is like owning a piece of history.

Converse Commercial

• Invisible Game

Who They Want to Be

• “Retro-modern”• Declare ownership of the old-

school essence• Signifies a group that stand for

individuality.

Competition

• Vans• Diesel • Puma• KangaROOS• Nike• Addidas

Target Market

• Men and Women 18-25 years of age

• Income: $0-$30,000• Geography: Urban areas and

surround communities.• Education: In college or entry-level

professional

Media Consumption

• Incredibly tech savvy

• Frequent users of mobile phones

• Target remains loyal to specific television programs

Meet Cole

“Yeah you could say

I’m a Converse wearer.

Got my first pair of

Chucks when I was in

grade school and I’ve

been wearing them

ever since.”

Purpose

Our purpose is to invoke individual creative expression through

footwear.

Vision

What Converse Stands For

Brandscape

Why are They Unique

WE ARE…

The only shoe manufacture That sells self-expression in footwearFor young urbanites (and those following in their

footsteps)In mainly the United StatesWho long to be part of a community that

triumphs individualityIn an era of increasing conformity

Objective

MARKETING OBJECTIVE:Raise consumer awareness and demand by 30 percent.

 CONSUMER OBJECTIVE:

Purchase Chuck Taylor’s each time they walk into a store with the intent to buy a pair of shoes.

Brand Community

• Shoe Stores• Department Stores – Target Clothing Line• Boutique Stores – Sailor Jerry’s• Tattoo Parlors• Art Galleries• Social Marketing Groups – RED/AIDS

Awareness• Concert Venues

Advertising

• Tonality: Casual, Cool, Classic. Be playful but maintain a relaxed aesthetic. Don’t try too hard.

• Theme: Unity. Wearing Chucks means you are part of the retro-modern sub-culture.

Partnerships

• Concert Sponsorships• Art Galleries• Vintage T-shirt Company • Denim Company

Brand Extension

ECO-SNEAKS

CONVERSE CHUCK TAYLOR STREET-HUGGERS

A line of footwear known for its use of "green" sustainable materials such as Bamboo, Jute, and Cork.

Point of Difference

• Distribution network - “kiosk” selling strategy.

• “Chuck Trucks”

• “The Art of the Chuck Taylor”

“The Art of the Chuck Taylor”

• The Art of the Chuck Taylor is a design initiative where anyone can transform their pair of Chucks into works of art.

• This is a nationwide hunt for creativity and is open to everyone from fulltime artists to simply those with a creative flair.

Consumer Experience Kiosks Purchase Personalize Chucks via online

store Have tattoo parlors/boutique shops give 10% discount on services for those who purchase.

Chuck Trucks Bystander purchases shoe on street Patron is given discount code to Converse website on next new purchase

Art Galleries Those who purchase Chucks receive the ability to get 50% off their next buy on the Converse website

Budget

• $10,000,000 account

• 80% Media: 8,000,000• 20% Creative: 2,000,000*Further division of media is yet to be determined.

• Agency is to receive retainer fee.

Synopsis

Converse once stood for athletic footwear. Now the brand has

developed into a fashion statement for the retro-modern sub-culture prevalent in today’s

generation.

WE ARE CONVERSE