Marketing Group Report for Converse
컨버스 브랜드에 대한 마케팅 전략 측면에서의 분석 자료
1. Company Profile
2. Fashion Trend
3. Environment Analysis
4. Marketing Strategy
1. Company Profile
Converse, the footwear brand, also dubbed as All Star and canvas.
Converse is the company name of a rubber-shoe maker, founded by Marquis Mills Converse in 1908 and also its brand name.
Headquartered in Andover, near Boston, US, Converse has a firm position as a global fashion icon as well as an authentic American brand, boasting a 100-year history and now acquired by Nike. Among its product portfolio, the ‘Chuck Taylor’ series, designed by the legendary basketball player, Chuck Taylor, is the best selling shoes with 750 million pairs sold worldwide. This is a vivid example that Converse is a brand beloved around the globe. Converse holds legendary design series such as Chuck Taylor All Star, Jack Pursell, Winstar, recently expanding its portfolio into premium male and female footwear and apparel.
Converse is an original American brand established 100 years ago, leading the latest trend until recently. Converse definitely is the best-selling footwear brand, with over 1 billion pairs of shoes sold in 180 countries. In particular, year 2008 marks the centennial anniversary of the brand, Converse. Over the last century, Converse has become the most famous shoe brand in the world and further a spiritual icon of creating one’s own style and world rather than conforming to and following the convention.
Converse is the most symbolic shoe brand in history that has the most-selling shoes, the first basketball shoes that stepped on the basketball court, and the series that existed together with Rock’n Roll, Punk, Grunge cultures. The brand, with their main customer targets in late teen till early 20’s, attempts to lead the trend in the apparel sector by expressing the world stream in Converse’s own style and to introduce various new lifestyle with basis on Chuck Taylor canvas shoes.