Today, Converse All Star is one of the most worn shoes in the world. It is the most visible brand of shoes when one looks down slightly towards the feet of people to realize that many of them wear these shoes. This shoe is indeed very fashionable, yet it is almost a hundred years old. First, we will focus on the company and get acquainted with its flagship product, the Converse All Star, including its takeover by Nike.Then, we will analyze the environment and the market in which the company operates (opportunities and threats, strengths and weaknesses). Finally, we discuss its strategy.
The Converse All Star has become a myth today.With an initial investment of $ 250,000 in 1908, the Marquis Converse shoes manufactured rubber and created the brand Converse Co. in Malden, Massachusetts, with 15 employees. In 1910, Converse was producing 4,000 pairs, but it was not until 1915 that the brand began to manufacture sneakers. The decisive moment arrived in 1917, and Converse was the first all black shoe brand in the market and was designed for basketball players. Its success was almost immediate.
Indeed, in 1920, Chuck Taylor, a basketball player of the time decided to wear these shoes during his matches. He then travelled all through the U.S. driving his Cadillac to extol the virtues of this simple canvas shoes and its rubber sole. It was only after this incident that Chuck Taylor was born.To extend their gratitude, the U.S. company revealed his name on the logo. The Converse All Star thus became the athletic shoe of the U.S. Army.
In the years 1960 and 1970, the brand became the idol of youth, and the official shoe of the basketball league.The range then expanded, six new colors were offered and then a stripped down version that appeared was called the Oxford. Apart from sponsoring sports champions like Harlem Globetrotters and "Magic" Johnson, the shoes have also boosted the Rock and Roll culture.The Ramones, Blondie, and Bruce Springsteen are all monsters of music from the 1970s and 1980s which set the tone and have made the All Star Attribute indispensable for girls and boys who were connected worldwide. There are now groups like The 1's, Green Lizard, Janes and Junky XL Detd wearing shoes of the All Star on their feet.
Converse holds an 80% market share of the sneaker (trainers) segment. It is the footwear of rebel rockers.
Tags: Converse All Star, Nike, Massachusetts, Chuck Taylor, Cadillac¸ Harlem Globetrotters, Bruce Springsteen
[...] o Associated with rock bands or celebrities Since its inception, the Converse brand has been associated with one or more celebrities.From Chuck Taylor to James Dean, they all wore a pair of All Star shoes. Many great athletes have worn, and many people have identified themselves and idolized as well. As a result, people began to buy their shoes and the All Star sneakers. o It has a lower price than other sports models The price of conversation is a very attractive.On an average, one can acquire a pair of Converse for 50 .However, in the market for sneakers, either for Adidas or Puma, it takes about 80 to buy a pair. [...]
[...] Threats: o Significant competition The "Waffle Racer launched by Nike as the star of the summer of 2004, is based on a model designed in 1971.Adidas also offers a variety of vintage models. The "Ali boxing brought originally by Muhammad Ali during his historic fight against Joe Frazier, the" Japan introduced in 1962, or the famous" Nastase "are reprinted. Shoes that are specially designed for fencing were created for the Melbourne Games in 1956. The Olympics games have been promoting Adidas, which supports athletes since 1928, and presents the opportunity to imagine a collection of designs inspired by great moments of sport. [...]
[...] The fall of the Converse brand Very popular during the 1970s and 1980s, the All-Star started losing its popularity and some of its apparent monopoly during the mid-1980s and in the 1990s, when attending the invasion of technical trainers, which almost caused the loss of Converse.Nike, Reebok and Adidas were the out of ultra-performance models that became a hit with all sports players.The Converse brand was no longer the official shoe of the Association of National Basketball, a title that allowed it to sell many shoes. [...]
[...] The women's press hailed the return of the All Star and the creators when they do not offer their own interpretation.It does not take longer for it to again become a staple of any wardrobe, like the jeans it has become an almost indispensable complement. In fact, the Chuck Taylor is worn with any dress or pants and in all circumstances, whether day or night. Nike, after buying the brand three years ago, is shining bright in its glory. II) The SWOT analysis External analysis The Converse All Star is present on the market and particularly on the basketball shoe segment. [...]
[...] - Suggest a special pair of Converse during the 100th anniversary of the brand in 2008 for "the Converse All Star Century" Price - The base model cloth costs between 50 and 60 euros.For the converse custom fabric, it would propose a price slightly higher, at around 75 euros including shipping to the customer and any price is supported with a single bill to pay. - For sandals, we should offer a price between 30 and 40 euros.This price is very low when compared to the market of good quality sandal. [...]
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