converse All Stars, case study
The Converse All Star is sneaker that has been around for over a century. beginning in the USA in 1917 it has seen large ups and downs in the market ever since its introduction. From being one of America’s most celebrated sporting shoe to Rock and Rolls go to sneaker.
Converse All Stars (Formerly known as Chuck Taylors), are by far the most recognized and purchased style of converse shoe. but what information can we gather from the external environment and what does it mean for the future of the All Star? Demographic is of utmost importance, who is buying the product? What age range does it extend too? Which regions are being marketed? finally what income bracket are consumers falling into and what is being done to break out of that income bracket and appeal to a wider audience? By understanding all of these demographic factors we can being to expand on the overall popularity of the All Star and increase market share. The demographic of Chuck taylors therefore is of extreme importance to marketers. Converse chuck Taylors are marketed to people from age 5-50. Although this age range is clearly very broad it can be further broken down into brackets. For example, from ages 5-10 are marketing is aimed towards a mother who will buy shoes based first, on price and second, on style. Girls in this age bracket are focused on the style and the colour of the sneaker. For teenage boys All Stars are endorsed through prominent sporting figures. For the age 40 and above, market price and style are still the most important factors, going for a ‘classic’ look while still offering colours and patterns considered less conforming on the same style of shoe creates mass appeal to this market. in fact other than personal preference, conceptions about the brand and personal choice there is almost no reason the All Star can't appeal to most age groups. As All Stars are the most diverse range of converse sneakers they can be stylish – cheap and have a classic look while remaining at
Converse All Stars (Formerly known as Chuck Taylors), are by far the most recognized and purchased style of converse shoe. but what information can we gather from the external environment and what does it mean for the future of the All Star? Demographic is of utmost importance, who is buying the product? What age range does it extend too? Which regions are being marketed? finally what income bracket are consumers falling into and what is being done to break out of that income bracket and appeal to a wider audience? By understanding all of these demographic factors we can being to expand on the overall popularity of the All Star and increase market share. The demographic of Chuck taylors therefore is of extreme importance to marketers. Converse chuck Taylors are marketed to people from age 5-50. Although this age range is clearly very broad it can be further broken down into brackets. For example, from ages 5-10 are marketing is aimed towards a mother who will buy shoes based first, on price and second, on style. Girls in this age bracket are focused on the style and the colour of the sneaker. For teenage boys All Stars are endorsed through prominent sporting figures. For the age 40 and above, market price and style are still the most important factors, going for a ‘classic’ look while still offering colours and patterns considered less conforming on the same style of shoe creates mass appeal to this market. in fact other than personal preference, conceptions about the brand and personal choice there is almost no reason the All Star can't appeal to most age groups. As All Stars are the most diverse range of converse sneakers they can be stylish – cheap and have a classic look while remaining at