Sector Analysis for Converse

Résumé du document

Converse shoes are more than just shoes. They carry with them almost 100 years of history and love of sport.

Marquis M. Converse opened the Converse Rubber shoe Company in Malden (Massachusetts) in 1908. The company was a rubber shoe manufacturer, providing winterized rubber soled footwear for men, women, and children.

In 1917, the first All Star shoe was produced. The All Star shoe originally came in natural brown colors with black trim.

In 1918, Charles Chuck Taylor's, a basketball player for the Akron Firestones chose the Converse All Star as his athletic shoe and began working with the company as a salesman and ambassador. He traveled around the country selling the shoe and promoting basketball in clinics.

He promoted the shoes across the United Stated. Then, in 1923 his signature was added to the All Star patch. Soon, basketball teams as well as American boys started wearing Converse "Chuck Taylor" All Stars.

In an effort to become more popular, Converse organized basket-ball competitions in 1939.

Extraits

[...] - The fact that Converse often renews its range of products has a positive effect on the price. That is why we can find a product 20 or less 3 months after its launch. - The range of product is wide (low shoes, high, boots so it is possible to find Converse All Stars at all prices, going from to always with a high level of name recognition. Weaknesses: However, high price can lead buyers to opt for competitors of Converse. [...]

[...] In 1917, the first All Star shoe was produced. The All Star shoe originally came in natural brown colors with black trim. In 1918, Charles Chuck Taylor's, a basketball player for the Akron Firestones chose the Converse All Star as his athletic shoe and began working with the company as a salesman and ambassador. He traveled around the country selling the shoe and promoting basketball in clinics. He promoted the shoes around the United Stated. Then, in 1923 his signature was added to the All Star patch. [...]

[...] Unlike other sneakers that lose their popularity, the Converse All Star "Chuck Taylor" still remains fashionable. And since 1949, except for the addition of new colors, original "Chuck Taylors" have not changed. II Products The strength of Converse product When we say Converse or more precisely All Star, all consumers identifies immediately the brand ! But Why ? The answer is simple : thanks to the characteristics of the shoes : its simplicity, its comfort, its stylish design its quality and its price. [...]

[...] The distribution strategy of Converse is very selective, that is why they don't want to offer their product in large distribution. The objective is to help each store to mark down and to offer exclusive models. Converse gives shops independence to adapt their offer : this is the only brand to adopt this strategy. Converse is also present on the Internet. First, we can buy Converse on the brand website. Then, various website offer Converse like spartoo.com with a very large choice and free delivery. [...]

[...] Nowadays, Converse collaborates with many basketball players: people takes them like an example and so wants to wear Converse. Converse Ads Converse realises many displays and TV Spot . The first advertising posters The shoe is highlighted (mise en avant) Others poster more recent , curent posters Adverts are very special, we don't undersand all adds, the real signification, the message what the Company want to communicate to potential buyers. But the goal is to be remarked by potential buyers and to attract the consumers's eye. [...]