As a classic brand, Converse's century-old history has laid a solid foundation for shaping its brand culture. Even after ups and downs, Converse still insists to brand culture marketing. The core value of Converse brand mainly lies in the concept of freedom, retro and environmental protection. It makes consumers feel that the brand personality is to love sports and life. This strategy has put Converse on a unique niche path. And Converse's branding cannot be separated from the influence of its major cultures:
Street culture
Graffiti is a fashion that is easily accessible and perceived by young people. Converse associates canvas shoes with graffiti, thus making it easy for consumers to buy them. Lovers of skateboarding, street dance and graffiti chose Converse's skate shoes. There is no thought that makes the brand a kind of performance artist identity. Therefore Converse also targeted this part of the niche with a series of street culture related advertisements, such as Converse Skateboard Square. It celebrated the perseverance of skateboarders who were not afraid of hardships. Converse further gained the admiration of this segment of consumers and incorporated street culture into their product designs.
Underground Culture
Converse sneakers as well as jeans and leather jackets were the classics of choice for rock stars and fans in the fifties and sixties. It was more than just music or rock music, but included all kinds of avant-garde art. Converse symbolized the rebellious and hippie spirit of teenagers back in the 60s, and hippie and rebellion were associated with the rock and roll type of underground culture. Coveted by rock stars, Converse became a symbol of the music industry。
In order to project the trendsetting image of the classic canvas shoe, Converse is also happy to incorporate the marketing aspect of music production. In recent years Converse has hosted various music festivals and competitions in cities around the world. As early as July 2011, Converse also set up a music recording studio called "Converse Rubber Tracks" in Brooklyn, New York, which has so far offered more than 900 young bands or musicians the opportunity to record music for free.
These activities involving the music industry have undoubtedly also enabled Converse to achieve a closer interactive relationship with young people and further recognition and affirmation of its own brand culture.
Alternative Culture
Alternative culture usually gives the impression of individuality and flair, and Converse incorporates it into its brand culture, making it more attractive than the usual advertising and marketing. Converse's unique, rebellious and free attitude towards life has also forged Converse's special nature among general sports brands. It can be both sporty and fashionable.
In Paris, Converse's Pop-up shop chose to present itself in the form of an underground warehouse, with its unique display style conveying the spirit of American street culture. Entering the store, you will feel as if you are in a disused underground warehouse, where the mottled walls are spray-painted with wild and unrestrained graffiti, the primitive concrete floor, and all the space design reveals Converse's brand culture of retro, pop, and environmental protection in one. The huge nostalgic container is arranged as a display case for All star canvas shoes, and a large number of retro furniture and iron display shelves perfectly match the retro theme.
The basic design of the Chuck Taylor All Star has remained the same to this day, and equally unchanged is its popularity among young people. This is a very interesting phenomenon: on the one hand, young people always love the cutting edge of fashion, the latest and hottest things, and on the other hand, we will find that this is not inevitable, like here in Converse, retro and popular seem to achieve organic coexistence in which the shoes are old, but still very trendy.
In general, Converse's brand culture is full of independence, individuality, self, promoting rebellion, perseverance, youth and vitality. More than product innovation and design innovation, Converse's success comes from its rich marketing methods to shape the brand culture, promote the brand value and the formation of close interaction with consumers. Its culture fits the values of the current young generation and its marketing combines consumer preferences, That's why Converse has a large and loyal following, who voluntarily post content and guide the brand's development.
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