Recently on my degree we have been looking into Innovative branding and Converse is a brand who stood out to me as being just that. I, like many have been part of a generation who grew up wearing converse for practicality as children and still choose to wear them now as an adult. I have had a pair of converse throughout my whole life and this is why. Converse are effortlessly cool, extremely affordable and yet still amazing quality and stand the test of time. (In some opinions even getting better with time.)
So why are Converse so “innovative” in their branding?…They know how to please everyone and are appealing to all markets. I had a look into what archetypes converse can fit themselves into. Using many of the same images I found at least five different groupings I could arrange them into.
Theres a pair of converse for everyone and they are non exclusive. With everyone from a three year old, your Grandma and Gigi Hadid wearing them. The brand understands the need to develop with the world and does so by choosing ambassadors carefully. People they view as up coming and in the midst of the pop culture. This is a recent advertisement campaign called “forever chuck” showing people/ celebrities from all different sectors candidly wearing Chucks. Including Millie Bobby Brown a upcoming star thoroughly routed in todays pop culture due to staring roll in award winning series Stranger Things. The brand is aware of its surroundings and keeps itself relevant without shoving itself in our faces.
DO YOU OWN A PAIR OF CONVERSE? I BET ON A WHOLE THE ANSWER IS YES. ASK YOURSELF WHY?