Case Study On Converse

Case Study: Converse
While its fashions have always been distinctively informal, Converse’s brand
associations have ebbed and flowed. Founded in 1908, it first made its rebellious
streak known in 1913 with a vow to be “independent enough not to follow every
other company in everything they do”. Converse was synonymous with
basketball in the mid-20th century, but its shoes were also worn by cultural
icons such as Elvis Presley and James Dean, and from the 1970s punk bands
such as the Ramones made them a symbol of defiance.
However, in the following decades the money in the American ‘sneaker’ market was
in sports shoes, and Converse’s market share was swallowed up by competitors such
as Nike and Adidas. In 1992, basketball star Magic Johnson accused Converse of
being “stuck in
Converse filed for bankruptcy in 2001, but was quickly reborn as an icon of
countercultural youth and in the past decade has again become the chosen footwear
of gig-goers.
Converse UK senior marketing director Cheryl Calegari says: “The consumer

doesn’t necessarily understand the economics of going into bankruptcy. The brand
has been consistent. We are very privileged to be a part of these generational
moments. You could call it edgy or evolution. Converse continues to be embraced by
optimistic rebels.”
She adds that rebellion in itself is not what Converse stands for. Calegari instead
defines an optimistic rebel as “anyone who chooses their own path”. But now the
white toe-caps of the brand’s Chuck Taylor design are almost ubiquitous, with even
celebrity baby Harper Seven Beckham photographed wearing them.
The brand has sought to serve its niche consumers by sustaining its influence in
grassroots music. It sponsors monthly gigs at the 100 Club in London – the Oxford
Street venue that helped launch punk rockers the Sex Pistols – which earned it Music
Week magazine’s partnership of the year award.
It also owns Rubber Tracks, a New York recording studio that upcoming musicians
can apply to use free of charge. Calegari claims Converse is not trying to piggy-back
on the success of any artists that emerge from these ventures, but is widening access
to those experiences to young musicians and fans.
Converse is not just targeting the music scene. Verdict Research retail analyst Honor
Westnedge says: “It has seen huge growth over the past few years and has expanded
its range of designs and colours. It has had a lot of marketing help from celebrities
buying their shoes. It was a teen brand, but now you see children and their parents
wearing them.”
Chasing mass-market adoption has often been the trigger for brands losing their
edge. If Converse wants to avoid this, it will need to maintain a unique appeal among
the smaller groups of consumers that make it look cool.
What do you understand by this case

study?
From the case study, I understand several key points about Converse’s journey and
its marketing strategies:
1. Resilience in the face of adversity: Despite facing bankruptcy and stiff
competition, Converse managed to bounce back and reestablish itself as a
popular brand. This shows the company’s resilience and ability to adapt to
changing market conditions.
2. Consistent Branding: Converse has maintained a consistent brand image as a

symbol of rebellion and counterculture. This has helped the brand stay
relevant and appealing to its target audience.
3. Niche Marketing: Converse has successfully used niche marketing strategies,

particularly focusing on the music scene. This has allowed the brand to create
a strong connection with its consumers and differentiate itself from
competitors.
4. Product Expansion: Converse has expanded its product range in terms of

designs and colors, which has helped the brand to attract a wider audience and
drive growth.
5. Future Strategy: The case study suggests that Converse plans to continue its
growth by targeting not just the music scene but also other areas. This
indicates the brand’s ambition and forward-thinking approach.
Overall, the case study provides valuable insights into Converse’s marketing
strategies and how it has managed to maintain its ‘cool’ image while becoming
increasingly popular. It’s a great example of effective brand management and
strategic planning.
How would I move forward with

Converse?
1. Music Collaborations: Continue to collaborate with musicians and bands that
align with the brand’s image. This could include limited edition designs
inspired by these artists or even hosting music events.
2. Artistic Expression: Encourage customers to use Converse shoes as a canvas

for their own artistic expression. This could be through competitions or
features on social media.
3. Community Projects: Engage in community projects that resonate with the

brand’s rebellious spirit. This could include supporting local music scenes or
youth projects.
4. Storytelling: Highlight the stories of individuals who embody the Converse
spirit. This could be through short films, social media features, or blog posts.
5. Limited Editions: Release limited edition shoes that reflect cultural moments
or movements that align with the brand’s values.
6. Interactive Stores: Create interactive store experiences where customers can

see the history of Converse, engage with its culture, and even customize their
own shoes.
7. Sneaker Culture: Embrace and contribute to sneaker culture. Host events,

forums, or online communities where sneaker enthusiasts can connect and
share their love for Converse.
REFERENCES
https://www.marketingweek.com/case-study-converse/
https://www.yoghurtdigital.com/case-study/converse
https://www.activecampaign.com/blog/marketing-case-study-examples

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Case Study: Converse

Converse UK senior marketing director Cheryl Calegari says: “The consumer

What do you understand by this case

2. Consistent Branding: Converse has maintained a consistent brand image as a

3. Niche Marketing: Converse has successfully used niche marketing strategies,

4. Product Expansion: Converse has expanded its product range in terms of

How would I move forward with

2. Artistic Expression: Encourage customers to use Converse shoes as a canvas

3. Community Projects: Engage in community projects that resonate with the

6. Interactive Stores: Create interactive store experiences where customers can

7. Sneaker Culture: Embrace and contribute to sneaker culture. Host events,

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