How Converse beats them all!

A report by YouthLab Indonesia

 Q: What Matters the most
on Sneakers?
The thing youth consider the most when buying a sneakers because of its
style!
And when they found a cool style, next they will consider the price,
function, colors and comfort

Respondent : Female & Male , Age : 15 – 25 yo

 Q: How Much do You Spend on
Buying a Sneakers?
This is interesting how youth is willing to spent quite a big amount of
money to buy a sneakers. It’s because they’re looking for a style! They want
to ‘show off’ in front of their friends with their new sneakers (especially
for youth male)

Respondent : Female & Male , Age : 15 – 25 yo

 Q: When You Wanna Buy a Sneakers,
Which Kind of Store do You Prefer?

Mostly answered in an Official Store like Sport Station , Royal Sporting

House or in each brand official counter. Simply because they want a good
quality of sneakers.

Respondent : Female & Male , Age : 15 – 25 yo

It ’ s all about a sneakers
that understand youth
the most ! …

“Converse” ]
[ A story about
 Q: What is your favorite Sneakers?

Youth prefer Converse as their favorite sneakers’ brand because of its

colors and good price, while Adidas is on 2nd position because of its
product variety and Nike because of its function, like Nike basketball or
Nike Running

Respondent : Female & Male , Age : 15 – 25 yo

 Q: Why Converse?
They chose Converse because of its style! The style are simple and casual,
it fits to their daily activities; go to school and hang out with friends

Respondent : Female & Male , Age : 15 – 25 yo

 History of Converse
source: wikipedia

In his late 30s, Marquis Mill Converse, who was previously a respected
manager at a footwear manufacturing firm, opened the Converse Rubber Shoe
Company (completely unrelated to the Boston Rubber Shoe Company founded by
fourth cousin Elisha Converse) in Malden, Massachusetts in 1908.

Then in 1921, a basketball player named Charles H . " Chuck " Taylor
walked into Converse complaining of sore feet . Converse gave
him a job . He worked as a salesman and ambassador , promoting the
shoes around the United States , and in 1923 his signature was
added to the All Star patch . He tirelessly continued this work until
shortly before his death in 1969.

The Chuck Taylor All Star shoe has developed a number of nicknames over
the years, such as:"Cons", "Connies", "Convics", "Convos", "Verses", "Chuckers",
"Chucks", "Converse", "Chuckies", "Chuckie Ts", or "Chucker Boots" or
"Chuck Taylors" for the higher styles. For decades the Chuck Taylor All
Star basketball shoe only came in black, with a white variant released in
1947. Under pressure from basketball teams Converse decided in
1966 to manufacture other colors . Different materials also
began to be used , starting in the 1970s , including leather ,
suede and vinyl , and even hemp , rather than just canvas .
 Converse Print Ads

Simple…, Classic…, To the point….,


 Converse = School in Style!

 When I asked some Converse big fans:

when was the 1st time they fall in love
with Converse? most of them answered
when they were in School!


 In some schools’ ground rules, especially

in Jakarta, the students are obliged to
wear a black shoes. And there isn’t
many choices of ‘cool’ black shoes in
stores. So mostly preferred to wear a
classic and cool black sneakers, known
as Converse..

Then it becomes a Habit and slowly
creates a Currency!
 Converse on Social Media
source: SWA Magazine

C o n ve rse g o t th e
h ig h e st so cia lm e d ia
sco re .
W h a t’ s in te re stin g is th e
fa ct th a t th e o fficia l
lice n se o f C o n ve rse
B ra n d , PT. M A P d id n ’ t
e n d o rse C o n ve rse th a t
m u ch o n S o cia lM e d ia
( facebook and twitter)
S o w h o e n d o rse it?
It ’ s Converse ’ s Loyal
Fans ! They even create a
fanbase group on facebook

*SocMed Score: the most talked-about brand in

social media
(mainly in twitter and facebook)
 Q: Describe Converse in
O.n.e word?

Classi Fun !
c!

Colorf
Cas u a l ! Simple ! ul!
 Q: What is Your Suggestion
for Converse?

• Andhien said: “Keep casual! Just stay this

way!”
 A Confession of a Converse-holic
• I’m a big fan of Converse since I
was in high school
• Ever since, now I’m a Converse
collector
• I have a different kind of
converse in colors: (white,
blue, brown, gold, red,
turquoise, pink, green army,
polka dot, dark grey, crème
and of course black) and I love
to match them with my shirt..
• I feel excited every time I passed
the converse store, seeing
those new arrival converse
makes me feel good :)
• I even create a blog about
converse
www.shoedoesmatter.tumblr.c
om
• I love converse because of its
 extras:
Snapshot of Sneakers’ Brand
Official Website

 Which one is the most ‘youthful’

site?


 Take a look
 at these slides below
 and you decide!
www.reebok.com ?
www.nike.com ?
www.adidas.com ?
www.converse.com ?
The answer is obvious
though…
;)