Converse Analysis

6694 WordsJan 23, 201427 Pages
Company Perspectives: The Company 's marketing strategy is targeted on the Converse All Star brand, which is positioned as the American performance brand with authentic sports heritage. The company believes that there are significant opportunities to build the brand, which commands high consumer awareness generated by reason of its 95-year history. The company 's consumer research has become an integral part of its product development, advertising campaigns and in-store point of purchase materials. 1.0 Company Information 1.1 History and Key Dates: 1908:The company is founded as Converse Rubber Co. In Massachuset. 1917:Converse introduces the All Star, one of the world 's first basketball shoes. 1921:Chuck Taylor…show more content…
(2) ONE STAR - Very similar to PRO STAR but a little different on two sides, there is no arrow on two sides but only a “one star” and the star logo on both two sides instead. No logo on the sole but a star logo on the heelpiece of the shoes. (3) STAR 70 - Star 70 was first designed in 1970s, by the promotion of Kimura Takuya between 2002 - 2003, Star 70 is very famous in China, Japan and Korea. Compared to other Converse shoes, Star 70 has star on both sides as well as two slashes, no logo on the sole but “All Star” on the heelpieces. (4) SKID GRIP - This series is normally called “sailor shoes”. The design came initially from the shoe-style among sailors. (5) 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 1.2.2 Product Features Rubber sole, sidewall, and toe ‘Racing’ and heel stripe Canvas body and lining Stitch and lace Logoà heel, inside, sole Double eyelets on inside 1.2.3 Packaging 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
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