Advertising Creatives Converse All-Star Studded Chuck ... · Advertising Creatives Converse...

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Advertising Creatives Converse All-Star Studded Chuck Taylor Creative Brief Jenna Rosty, Alex Lessard, Abigail Banks, and Lindsey Rogers Sept. 11, 2013 Sections I. Competitive Analysis II. Target Audience III. Desired Brand Image IV. Single- minded Proposition V. Substantiation/Summary of Research Competitive analysis The Converse All-Star Studded Chuck Taylor Features: Available in canvas, textile, and leather Studs available on the whole shoe or on parts of the shoe Studs available in varying lengths Portholes added to the side for added breathability Available in several colors and patterns Padded foot bed Flexible rubber sole Price: $85 to $170 Direct competition Vans: Average price: $45 to $65 Features: o Arch support o Padded collar o Waffle sole with excellent grip Positioning: o Verbal: The shoes have been described as the world’s first skateboard shoes. The shoes have been described as the number one skateboard shoe. During the 1980s and 1990s, the shoes were described as authentic. Many ads explained how to spot California natives and avoid posers.

Transcript of Advertising Creatives Converse All-Star Studded Chuck ... · Advertising Creatives Converse...

Advertising Creatives

Converse All-Star Studded Chuck Taylor Creative Brief

Jenna Rosty, Alex Lessard, Abigail Banks, and Lindsey Rogers

Sept. 11, 2013

Sections

I. Competitive Analysis

II. Target Audience

III. Desired Brand Image

IV. Single-minded Proposition

V. Substantiation/Summary of Research

Competitive analysis

The Converse All-Star Studded Chuck Taylor

Features:

Available in canvas, textile, and leather

Studs available on the whole shoe or on parts of the shoe

Studs available in varying lengths

Portholes added to the side for added breathability

Available in several colors and patterns

Padded foot bed

Flexible rubber sole

Price: $85 to $170

Direct competition

Vans:

Average price: $45 to $65

Features:

o Arch support

o Padded collar

o Waffle sole with excellent grip

Positioning:

o Verbal:

The shoes have been described as the world’s first skateboard shoes.

The shoes have been described as the number one skateboard shoe.

During the 1980s and 1990s, the shoes were described as authentic. Many

ads explained how to spot California natives and avoid posers.

More recent ads have equated the shoes with freedom, using taglines like

“ride the sky,” “off the wall,” and “the only shoes that never touch the

ground.”

o Visual:

They are usually shown with skateboards.

They are usually shown with graffiti.

Bright colors are often emphasized.

When colors are not emphasized, the ads run in black and white with red

accents.

Toms:

Average price: $50 to $100

Features:

o Suede insole

o Latex arch support

o Durable fabric

o Perforated insoles

Added benefit:

o For each pair bought, a pair goes to a child in need.

Positioning:

o Verbal:

Ads tend to emphasize the feel-good nature of helping others. This is

accomplished by explaining the one-for-one concept and using taglines

such as “shoes for tomorrow” and “change begins with a single sole.”

Ads sometimes equate buying Toms with other feel good acts, such as

voting and giving blood.

Ads suggest that Toms shoes tell a story.

o Visual:

Ads often show children from around the world.

Most ads focus on the style of the shoes and only show wearers from the

knee down.

Most ads show Toms that are new and clean, although a few ads show

pairs that are ripped and ratty.

Globe (Light-house slim):

Average price: $40 to $60

Features:

o Lightly padded

o Lightweight outsole

o Stripe on bottom

Positioning

o Verbal

The ads focus primarily on images to sell the shoe; very few words are

used.

o Visual

Many ads show individuals skateboarding.

In most images, the skateboards are off the ground.

Most ads include a close-up shot of the shoe next to the skateboarding

image.

Most ads use muted colors or are in black and white.

The colors red, tan, and yellow are used often.

Puma:

Average price: $40 to $100

Features:

o Leather or suede

o Gold signature

o Rubber sole

Positioning

o Verbal:

Early ads described how these shoes were the perfect mix of performance

and style.

More recent ads try to appeal to the artist within, suggesting that

individuals who wear these shoes make a statement about their identity.

Some ads talk about the former basketball player Walt “Clyde” Frazier,

who was known for his flamboyant style of dress

Ads suggest that wearers will become a legend.

o Visual

Most ads show the shoe being worn by a performer such as a graffiti artist,

DJ, or musician.

The word rugged comes up very often in Puma ads.

Most ads visually explain how the shoes can handle anything while

remaining fashionable.

PF Flyers:

Average price: $30 to $80

Features:

o Available in several fabrics

o Available in high-top and low-cut

o Comfortable Posture Foundation(PF) insole

o Iconic PF heel patch

History

o Basketball’s first superstar, Bob Cousy, wore PF Flyers.

Positioning

o There were not many recent ads available for review because the shoes are sold

primarily online.

o Verbal:

The ads sold comfort and relaxation

The phrase, “Find your green patch,” has been used recently.

o Visual.

One online ad showed a man lounging on the grass and wearing the shoes

with a button-up shirt and khaki pants.

DC Shoes:

Average price: $60 to $90

Features:

o Abrasion-resistant rubber sole

o Custom sockliner artwork

o Leather or suede fabric

o Heel protection

Positioning

o Verbal:

Many ads discuss how wearers can be part of the DC team.

Ads usually have an inspirational quote from a DC team member.

Ads focus mostly on performance with little discussion about style.

Ads also focus on how DC sets the bar in the category of skateboarding

shoes.

o Visual:

Ads include action shots of extreme sports like skateboarding, motocross,

and snowboarding.

The focus of the ads is on athletes, not on the product.

Most ads are too dark to see the shoe.

Most ads focus on the setting; for example, many include famous

monuments in the shot.

Nike SB (Skateboard):

Average price: $45 to $90

Features:

o Available in suede, mesh, and canvas

o Available in high-top cuts and low-cut

o Customizable Nike swoosh

o Available with customized heel text

o Neoprene collar for superior comfort around the ankle

o Lightweight sockliner

o Stitch-free lining

o Rubber outsole

o Pivot point at forefoot

Positioning

o Verbal

Few words were used.

Most ads focused on the features of the shoe.

The phrase “re-engineered classic” was used.

o Visual

Ads showed skateboarders using the product.

Most skateboards were shown in the air, not on the ground.

Many colors are used to reflect the many colors of the shoes.

Famous skateboarders are used in the images.

Airwalk from Payless:

Average price: $20 to $40

Features:

o Flat bottoms

o Good fit

o Cotton lining

o Padded footbed

o Two-inch hidden wedge

o Man-made materials.

Positioning:

o Verbal

Very few words are used besides the logo.

o Visual

Ads focused on the adventurous nature of the shoe. One ad showed a man

climbing on the speakers at a concert; others showed individuals

skateboarding.

Gazelle Shoes from Adidas:

Average price: $50 to $70

Features:

o Lightweight canvas

o Imported

o Broken in feel

o Arch support.

Positioning

o Verbal

The Adidas website says the shoes have been used for both hip-hop

dancing and skateboarding.

o Visual

No print or video ads were available online.

Michael Kors Glam Studded High-Top

Average price: $195

Features:

o Wedge heel

o Dual zipper closure

o Leather

o Padded collar

o Lightly cushioned footbed

o Rubber sole

Positioning

Specific advertisements were not available online; however, the shoe’s

listing mentioned glamour and rock-and-roll. Michael Kors is considered a

designer brand.

Indirect Competition

Indirect competitors include shoes that are used for different purposes or offer alternative styles,

including heels, wedges, flats, boots, sandals, and flip flops. In addition, the All-Star Studded

Chuck Taylors face indirect competition from individuals who will buy studs and add them to

sneakers they already own.

Target audience

The target audience can be described as men and women between the ages of 18 and 24 who

already own at least one pair of Converse shoes and are fans of the culture, lifestyle, music, or

fashion of punk or rock-and-roll.

Rationale:

Research has indicated that:

Most Converse wearers are brand loyal and plan to buy Converse again in the future.

First-time Converse buyers tend to buy classic styles of Converse rather than studded

Converse.

Women buy the Converse line only slightly more often than men.

Teenagers and early twenty-somethings tend to buy the shoes more often than other age

groups.

Most individuals buy their first pair of Converse when they are a teenager.

Individuals who wear Converse, especially high-top Converse like the Chuck Taylors,

tend to listen to rock or punk music and/or wear vintage-style rock t-shirts.

Additional analysis:

Because first-time buyers do not usually purchase non-traditional styles of Converse, and

because most first-time buyers are teenagers, the information suggests that teenagers are less

likely to purchase studded Converse shoes, which is why they are not included in the target

market.

More information about this research is listed in the sections below.

Desired brand image

My Converse All-Star Studded Chuck Taylor sneakers rock because I rock and not the other way

around.

The single-minded proposition

The Converse All-Star Studded Chuck Taylor sneakers are the only embellished sneakers that

allow experiences to speak louder than studs.

Substantiation for the single-minded proposition

The single-minded proposition was derived from several areas of research, including research

on:

The history of studded apparel

The features and price for the studded Chuck Taylor Sneakers.

Opinions of individuals who wear or have worn Converse

Opinions of individuals who have never worn Converse

Observations of individuals who sell Converse

Online product reviews

Direct observations of individuals wearing Converse shoes, especially high-tops

The competitive analysis

Summary of research

The single-minded proposition stems from research that suggests studded Converse wearers:

Don’t like to be defined by their shoes

Want their shoes to complement their already edgy attitude

Like to customize their sneakers

Like to feel authentic

Don’t want to look like they are trying too hard

Like the rock-and-roll style

Like their shoes to tell a story

Don’t usually care if their shoes are scuffed or dirty

Like their shoes to feel comfortable

Feel comfortable in their skin

The full research findings are available below.

History of studded apparel

Studded apparel first appeared as a sub-cultural anti-fashion during the 1970s. According to

styloko.com, “punks began customising [sic] their clothing as a sign of rebellion, shredding and ripping

garments so they would not conform to a typical stereotype.”

In the late 1970s, designer Vivienne Westwood began designing garments in the punk style, and many

other designers followed suit.

In the 1980s, so-called street punks added studs and spikes to clothes, wristbands, and dog collars.

According to styloko.com, they did this because “they wanted to look untouchable.” In the years since,

the style has seen many fashion revivals.

Consumer Interviews

Interview #1:

Demographic and psychographic information:

Age: 22

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Single, in long-term relationship

Highest level of education completed: Bachelor’s degree, in progress toward a doctor of

pharmacy degree at North Dakota State University

Interests: Volleyball, basketball, science, reading fantasy novels, and cooking

Music preference: Country

Key findings

She had never worn Converse because she did not like the way they fit or looked.

She stated that she had no desire to wear “vintage-style” clothing.

She described Converse shoes as ugly, retro, flimsy, and vintage.

She described people who wear Converse as artistic, vintage, and non-conformists.

She was not loyal to a specific shoe brand, although she had worn Sketchers, Vans, and

Pumas.

Her choice of footwear was based more on logical features than style. She said that it was

most important that her shoes were sturdy and fit well.

She did not like the appearance of high-top shoes.

When shown a picture of the studded Chuck Taylor shoes, she described them as punk

and said that they would not make her feet look attractive or go with her current

wardrobe, which she describes as athletic.

Interview # 2:

Demographic information:

Age: 19

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Single, in long-term relationship

Highest level of education completed: Some college, in progress toward bachelor’s

degree at the University of Minnesota.

Key findings

She had owned three pairs of Converse.

She had purchased multiple pairs because she grew out of her old pairs, but her 15-year-

old sister still wears her old pair.

She bought her first pair because she saw her mom’s old pair in the closet and really liked the look.

She associated the brand with the word old-school.

She would definitely recommend the shoes to anyone.

She purchased her Converse at Journeys in Maplewood Mall on sale for $39.99.

At the time of purchase, she thought that the shoes would make her unique; she did not perceive Converse as popular.

Notable quote:

“These shoes really show off my personality, I like people to know that I am comfortable wearing what I want and not conforming to wearing the traditional Nike Shox like

everyone else. I am who I am, and these shoes express that!”

Interview # 3:

Demographic information:

Age: 24

Gender: Male

Race: Caucasian

Country: United States

Marital Status: Single, in long-term relationship

Highest level of education completed: Bachelor’s degree from St. Cloud State University

Career: Operations Management at Liquor Barrel

Key findings

He purchased his shoes at Buckle in the Mall of America almost six years ago, at the age of 18.

He was looking for a pair of Chuck Taylors, but wasn’t set on the brand. He tried a pair of Vans and Diesels but didn’t like the look or feel; therefore, he decided to spend the

extra $15 for the $49.99 Converse shoes.

The shoes remind him of Sandlot the movie.

He associates Converse with the word hipster.

He said he would likely buy another pair of Chuck Taylor’s but that he would also like

to try another brand to see if the quality is the same. Notable quote:

“The best part about these shoes is they are indestructible. They only get scuffs and

stains. It’s like these shoes are telling my life story. When I look at them, I can remember every time they were scuffed or stained and it has a little story behind it.”

Interview # 4:

Demographic information:

Age: 7

Gender: Female

Race: African American

Country: United States

Marital Status: Single

Highest level of education completed: Stillwater Elementary School

Key findings

Very few kids have Converse shoes.

Her mother recommended the shoes to her.

She doesn’t like the style because she wants to fit in, and most other kids don’t wear

Converse.

The shoes hurt her feet when she walks, but do not bother her when she is sitting down.

She hates tying her shoes.

She takes them off when playing on the playground.

She describes the shoes as ugly.

Notable quote

“I never want another pair.”

Interview # 5:

Demographic information:

Age: 38

Gender: Male

Race: Latino

Country: United States

Marital Status: Single

Highest level of education completed: Mahtomedi High School

Career: Professional Poker Player

Key findings

His father gave him his first pair for his 14th birthday.

He really likes the look and feel of the shoes.

From what he remembers, he wore the shoes while taking a warm shower to break them

in.

His dad said that the shoes would last as long as he did, and he still owns the shoes today.

He plans to buy his son a similar pair on his 14th birthday so he can pass on the joy that

comes with the shoes. Notable quotes

“They (Converse) were like the Red Rider Beebe gun. Everyone wanted them.”

“These are the shoes a man owns forever and never throws them away. It’s like a trophy

to me because I have so many memories in those shoes that I feel if I threw them away I would be losing part of my childhood.”

“When I was a kid running in these shoes, it seemed as if I had never in my life run

faster.”

“When these shoes die, I will shed a tear for my loss!”

Interview #6:

Demographic and psychographic information:

Age: 20

Gender: Female

Race: Asian

Country: United States

Marital Status: Single

Highest level of education completed: Some college, in progress toward a bachelor’s degree

Music preferences: pop, modern rock, Japanese pop, Chinese pop, Korean pop Key findings:

She bought her first pair of Converse during her junior year of high school when she was 17-years-old.

Her first pair of Converse sneakers were black and white.

She has owned two pairs of high-top Converse and one pair of low-cut Converse.

She likes Converse because they are classic and easy to match to outfits.

She said she did not own a pair of studded Chuck Taylors, but that she would consider

buying them.

She described Converse’s studded sneakers as really cool, edgy, and wearable for

everyone.

She believes that Converse shoes are reasonably priced.

She did not listen to classic rock-and-roll, but she wore a vintage-style t-shirt with her Converse.

Interview #7:

Demographic information

Age: 15

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Single, in a relationship

Highest level of education completed: Some middle school Key findings:

She bought her first pair of Converse at the age of 13.

She likes that the shoes are durable and thin.

She did not like it when the heel of the shoe dug into her heel.

She prefers to wear Vans over Converse.

Interview #8:

Demographic information:

Age: 42

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Married

Highest level of education completed: High school diploma Key findings:

She bought her first pair of Converse at the age of 22.

She also likes Doc Martins.

She thinks that the All-Star line represents being an American, having pride, and having freedom.

She likes that the brand has been around for a while and will likely stay in style.

Interview #9: Demographic information:

Age: 24

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Single, in a relationship

Highest level of education completed: Some college

Key findings:

She has a pair of the classic-style Converse.

She said that she has never seen the studded styles, but she thinks they look interesting.

She likes that the shoe she wears is breathable and has a big tip in case she stubs her toe.

She likes the style of the shoe.

She likes that the Converse shoes can be worn for many indoor and outdoor activities.

Interview #10: Demographic information

Age: 13

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Single

Highest level of education completed: Some middle school

Key findings:

She bought her first pair of Converse at the age of 11.

She likes that the shoe can be worn with many different outfits.

She likes that they are stylish.

She said that she prefers to wear Vans over Converse.

Interview #11:

Demographic information:

Age: 23

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Single

Highest level of education completed: Some college Key findings:

She likes the uniqueness of Converse.

She likes that she can wear the original Converse shoes with a nice top or with jeans and

shorts.

Interview #12:

Demographic information:

Age: 23

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Single

Highest level of education completed: Some college Key findings:

She does not wear the Converse brand of shoes.

She said Converse were too flat.

Her choice of shoe brand is Vans.

Interview #13: Demographic information:

Age: 40

Gender: Male

Race: Caucasian

Country: United States

Marital Status: Married

Key findings:

He likes the brand of Converse because they have been around forever.

He has been wearing them since high school.

Interview #14:

Demographic information:

Age: 26

Gender: Male

Race: Caucasian

Marital status: Single

Country: United States Key findings:

He does not wear Converse shoes.

He likes to wear boat shoes because they are his style.

Seller Interviews

Two employees from Famous Footwear in St. Cloud, Minn., were interviewed on two separate

days.

Interview #1:

Title: Sales Associate

Demographic and psychographic information:

Age: 22

Gender: Female

Race: Caucasian

Country: United States

Marital Status: Single

Highest level of education completed: Bachelor’s degree

Interests: Camping, fishing, boating, walking, biking, volleyball, and reading.

Music preferences: Country, Christian, oldies, rock, musicals, and blues.

Key findings:

Converse shoes sell very quickly in the every-day shoe category.

Converse ranks in the top five brands of shoes sold at the store, along with Nike,

Sketcher, and Reebok.

The standard low-cut black and white Converse shoes are the best-selling style and are

stocked year-round.

Converse styles are available for infants, children, women, and men.

Parents sometimes complain about the strings in Converse if their children do not know

how to tie shoes.

Adult purchasers often reminisce about how Converse were the “in” style when they

were younger.

People who purchase Converse can be described as punk, trendy, and comfy.

Converse customers typically display a punk style and wear skinny jeans with t-shirts.

Consumers purchase Converse shoes for their comfort, durability, and versatility.

Most people who purchase Converse are in their teens or early twenties.

Slightly more women than men purchase the brand.

Additional findings:

The employee said that Converse is her favorite shoe brand and that she has owned

several pairs of Converse, including low-cut pairs, high-top pairs, knee-high pairs, neon

pairs, and multi-tongue pairs.

The employee had not owned a pair of studded Converse, although she had tried on a

competitor’s studded sneaker.

The employee said she would not wear studded shoes because they did not fit her style,

which she described as trendy and comfy.

She said her first pair was black and white.

The employee thinks that Converse sneakers are the only shoes that look good when

worn out.

Interview #2:

Title: Manager

Demographic information:

Age: Late ‘30s to early ‘40s (estimate)

Gender: Female

Race: Caucasian

Key findings:

The store in St. Cloud stocks 20 to 25 styles of Converse shoes during the back-to-school

season, but does not currently stock studded Converse.

College-aged students buy Converse most often.

The store always has at least one style of Converse in stock.

Consumers like Converse because they are comfortable.

Consumers dislike Converse because they think they make their feet look long.

Individuals who buy Converse are usually dressed casually and simply. This means that

they are usually wearing a t-shirt and jeans.

Additional findings:

The employee did not wear Converse because they did not fit her style, which she

described as modern.

Online Reviews

Written reviews

Comments from Check out my Converse on tumblr.com

(http://checkoutmyconverse.tumblr.com):

Consumers noted that they liked Converse because:

They are fun to get dirty and beat up.

They look good with everything.

They are classics that never go out of style.

They don’t want their sneakers to define them.

They are reliable.

They are cool.

They look good with a suit.

They say classy, American, rock and roll.

They pick up charm as they get older.

They are a blank slate/they are customizable.

All the cool kids have Converse.

They make them feel like a badass.

There’s no nonsense to them.

They’ve had them for ages and “made history” in them.

They are lightweight.

Negative reviews from Yahoo! Answers, Amazon.com, and other community sites:

They are uncomfortable.

They are hideous.

They are snobbish and elitist.

They do not have accurate sizing.

Certain styles are no longer manufactured in the United States.

Their colors fade.

They get dirty quickly.

They can’t be used for running.

They make your feet look bigger.

They don’t work well as skate shoes.

Video Reviews:

Video: Studded Converse Review (http://www.youtube.com/watch?v=Dg4yvqaGMnY)

Demographic Information

Gender: Male

Race: Asian

Age: Between the age of 20 and 25 (estimate)

Key Findings:

The shoes come with extra studs in case a few fall off.

The studs are not sharp or dangerous.

The price according the reviewer is reasonable.

Video: Studded Converse Shoe Unboxing (http://www.youtube.com/watch?v=1RhmUYx1nuY)

Reviewer Demographic Information:

Gender: Female

Race: Caucasian

Age: Between the age of 20 and 25 (estimate)

Key findings

Images of the shoes are commonly found on social media sites such as Tumblr.

Some individuals put their own studs on plain Converse; however, the reviewer felt that it

wasn’t worth the hassle.

She had no safety concerns about the spikes.

The shoes ran true to size.

The reviewer felt she could be more active in flat Converse than other types of studded

shoes, such as heels.

The reviewer saw her Converse as a blank canvas that invited her to draw on them.

Video: Spike Converse Review/Styling

(http://www.youtube.com/watch?v=6UiUywtg2hA&feature=plcp)

Reviewer Demographic Information:

Gender: Female

Age: Between the age of 20 and 25 (estimate)

Key Findings:

Stud sizes vary depending on preference.

The studs could not be felt from inside the shoe.

The shoes were comfortable even after several hours on her feet.

The shoes were described as both a casual and statement shoe.

The reviewer felt that the shoes were not “going out” shoes, meaning that she would not

wear them if she were going out with her friends for a night on the town. She thought

they were too casual.

Direct observations

Most Converse shoes are somewhat scuffed and dirty.

High-top Converse shoes are often worn with vintage-style t-shirts, rock t-shirts, hoodie

sweatshirts, and skinny jeans or shorts.

Studded Converse sneakers are not commonly worn in St. Cloud, Minnesota.

Secondary Research

Converse Target Audience Overview (http://www.slideshare.net/thebraincokid/converse-target-

audience-overview)

Key findings:

Converse tries to market its shoes as blank slates.

Target market:

o Rocker

o Between the ages of 16 and 25.

o Male or female

o High school to high school+

o Makes less than $45,000 per year.

Words to describe the consumer:

o Independent

o Thinker

o Tinkerer

o Carefully careless

o Dichotomous