Converse[1]마케팅 사례 분석(영문).

소개글

Converse Brand에 대한 마케팅 사례 분석(영문).

목차

Ⅰ. Company History
Ⅱ. Fashion Trend
Ⅲ. Environment Analysis
Ⅳ. Marketing Strategy

본문내용

Ⅰ. Company History > 1) Converse in America
Converse is an original American brand established 100 years ago, leading the latest trend until recently
1
Location and History
Headquartered in Andover, near Boston, US
A rubber-shoe maker, founded by Marquis Mills Converse in 1908
Acquired by NIKE in 2003
2
Historical Feature
The most-selling shoes, the first basketball shoes that stepped on the basketball court
The series that existed together with Rock’n Roll, Punk, Grunge cultures
3
Famous Products
Legendary design series such as Chuck Taylor All Star, Jack Pursell, Winstar
The ‘Chuck Taylor’ series, designed by the legendary basketball player, Chuck Taylor, is the best selling shoes with 750 million pairs sold worldwide
4
Converse Culture
A spiritual icon of creating one’s own style and world rather than conforming to and following the convention
An original American brand established 100 years ago,
leading the latest trend until recently
I-*
Ⅰ. Company History > 2) Converse in Korea
When the new license agreement was concluded with EXR Korea in 2005, this was the turning point when EXR Korea strengthened more original Converse brand image and opened stores aggressively
1
Beginnings in Korea
Until 2004, a distributor named Spris had a license agreement with Converse for 8 years
Converse shoes successful to secondary school students as the best shoes for school wears

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