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Converse All-Star Studded Chuck Taylor Creative Brief
Jenna Rosty, Alex Lessard, Abigail Banks, and Lindsey Rogers
Sept. 11, 2013
I. Competitive Analysis
II. Target Audience
III. Desired Brand Image
IV. Single-minded Proposition
V. Substantiation/Summary of Research
The Converse All-Star Studded Chuck Taylor
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
Average price: $45 to $65
o Arch support
o Padded collar
o Waffle sole with excellent grip
The shoes have been described as the worlds 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
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
Average price: $50 to $100
o Suede insole
o Latex arch support
o Durable fabric
o Perforated insoles
o For each pair bought, a pair goes to a child in need.
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.
Ads often show children from around the world.
Most ads focus on the style of the shoes and only show wearers from the
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
o Lightly padded
o Lightweight outsole
o Stripe on bottom
The ads focus primarily on images to sell the shoe; very few words are
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
Most ads use muted colors or are in black and white.
The colors red, tan, and yellow are used often.
Average price: $40 to $100
o Leather or suede
o Gold signature
o Rubber sole
Early ads described how these shoes were the perfect mix of performance
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.
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
Average price: $30 to $80
o Available in several fabrics
o Available in high-top and low-cut
o Comfortable Posture Foundation(PF) insole
o Iconic PF heel patch
o Basketballs first superstar, Bob Cousy, wore PF Flyers.
o There were not many recent ads available for review because the shoes are sold
The ads sold comfort and relaxation
The phrase, Find your green patch, has been used recently.
One online ad showed a man lounging on the grass and wearing the shoes
with a button-up shirt and khaki pants.
Average price: $60 to $90
o Abrasion-resistant rubber sole
o Custom sockliner artwork
o Leather or suede fabric
o Heel protection
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
Ads include action shots of extreme sports like skateboarding, motocross,
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
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
Few words were used.
Most ads focused on the features of the shoe.
The phrase re-engineered classic was used.
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
o Flat bottoms
o Good fit
o Cotton lining
o Padded footbed
o Two-inch hidden wedge
o Man-made materials.
Very few words are used besides the logo.
Ads focused on the adventurous nature of the shoe. One ad showed a man
climbing on the speakers at a concert; others showed individuals
Gazelle Shoes from Adidas:
Average price: $50 to $70
o Lightweight canvas
o Broken in feel
o Arch support.
The Adidas website says the shoes have been used for both hip-hop
dancing and skateboarding.
No print or video ads were available online.
Michael Kors Glam Studded High-Top
Average price: $195
o Wedge heel
o Dual zipper closure
o Padded collar
o Lightly cushioned footbed
o Rubber sole
Specific advertisements were not available online; however, the shoes
listing mentioned glamour and rock-and-roll. Michael Kors is considered a
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.
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.
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
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
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.
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
More information about this research is listed in the sections below.
Desired brand image
My Converse All-Star Studded Chuck Taylo