If you ask people especially to the youngsters about the famous shoemaker, one of the brands that would likely to come out from their mouth is Converse. The converse has been attracting to young people because of its stylish design and uniqueness. This 100 year old brand has become a must have item in their outfit.
However, even the brand Converse has 100 years of history, it had "ups and downs." The sales had been drastically down in the 80's because of Nike, Adidas and other footwear sellers began soaring their sales. Their marketing, branding themselves with superstars like Michael Jordan, was beyond comparison. So the owning company of the brand became bankrupt in 2001, and was purchased by Nike.
The branding strategies of the Converse resembled the style of Nike's. With all the effort of improving designs and features, Nike put alot of investment on the Converse. Just like what I've seen in the marketing class, Nike stressed on the functionality of the shoes. If Nike shoes create vibrant sportism in the heart of people, Converse shoes create originality and uniqueness of them. This is the reason why so many young people who always care for the value of originality like the Converse shoes very much.
The segment of Converse is the young hyped up people who, just mentioned above, value their uniqueness and individuality. The teenagers are most likely their segments. That's why their shoes have varities of colors and designs to choose from and the price is economical considering the brand equity of it.
The source I've based on is below:
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