I'm afraid no one loves co-branding sneakers more than Converse. After a hundred years of development, Converse shoes have long been transformed from a professional sports shoe into a culture and a sentiment. Over the years, to continue to occupy a trendy position in the sneaker market, and to expand the purchasing power of the consumer, Converse has been using the "Co-branding" to bring consumers one surprise after another.
Brand + Celebrity
This marketing is arguably one of Converse's best marketing techniques. Converse uses its initial appeal to work with celebrities to launch co-branding models, involving them in the design of the brand's finished products. For example, the famous signature "Thuck Taylor" was printed on the product, or later the signature sneakers of famous basketball players, or even the exclusive logo sneakers of various rock bands. Converse relied on the appeal and influence of these celebrities to raise awareness and conquer fans in new areas.
Brand ＋IP
This is also loved by the Converse brand. It leverages the IP's own traffic to create more potential purchasing power and to a certain extent break the stereotypes consumers have about the brand. When two completely different worlds of products are put together, their contrasts and fun are enough to catch consumers' eyes. The solidified brand image can be renewed and reinvented into a younger and fresher brand image for consumers. As for the brand revenue, on the one hand, the media coverage turns into disguised advertising, saving marketing costs; on the other hand, the quick digestion of the big hit items can bring a straight up in turnover.
Brand+ Brand
There is usually a collaboration between Converse and another well-known brand. Such a strategy superimposes double or even stronger attention and appeal, obtaining a market effect of 1+1>2. The consumption behavior of co-branding has gone beyond purchasing and becomes a kind of self-branding. Now many people reflect their own class, or the values they uphold, from the initial purely material satisfaction into the spiritual level of the progression. Such consumers pay more attention to the values and sentiments of the brand output. Many people also use the purchase of different brands to show their taste, status and so on, and such co-branding allows consumers to enjoy the experience of two brands only for one shopping.
These co-branding effects proved to be a success. They have generated a lot of enthusiasm and sales. Sneaker addicts can wait in front of the store for hours just to get a pair of Converse sneakers. Others were raffled off on social networks, and only a few lucky people ended up qualifying to buy them in one of the stores.
In order to create a high degree of fit with consumers' preferences, the Converse brand constantly goes to get traffic and support sales with a large amount of traffic. To a certain extent, Converse has solved the problems of aging brand, single product structure, high awareness but low purchasing power.
And all these are thanks to Converse and its friends - Co-branding.
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