(youthlab indo) How Converse Beats Them All: Sneakers as status symbol for Indonesian Youth

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A story about a sneakers who understand youth the most! A Converse!

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(youthlab indo) How Converse Beats Them All: Sneakers as status symbol for Indonesian Youth

  1. 1. How Converse beats them all!<br />A report by YouthLab Indonesia<br />
  2. 2. Q: What Matters the most on Sneakers?<br />The thing youth consider the most when buying a sneakers because of its style! <br />And when they found a cool style, next they will consider the price, function, colors and comfort<br />Respondent: Female & Male , Age: 15 – 25 yo<br />
  3. 3. Q: How Much do You Spend on Buying a Sneakers?<br />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) <br />Respondent: Female & Male , Age: 15 – 25 yo<br />
  4. 4. Q: When You Wanna Buy a Sneakers, Which Kind of Store do You Prefer?<br />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. <br />Respondent: Female & Male , Age: 15 – 25 yo<br />
  5. 5. It’s all about a sneakers that understand youth the most! …<br />[ A story about “Converse” ]<br />
  6. 6. Q: What is your favorite Sneakers?<br />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<br />Respondent: Female & Male , Age: 15 – 25 yo<br />
  7. 7. Q: Why Converse?<br />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<br />Respondent: Female & Male , Age: 15 – 25 yo<br />
  8. 8. History of Conversesource: wikipedia<br />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.<br />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. <br />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. <br />
  9. 9. Converse Print Ads<br />Simple…, Classic…, To the point…., “it’s Youth!”<br />
  10. 10. Converse = School in Style!<br />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!<br />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.. <br />Then it becomes a Habit and slowly creates a Currency!<br />
  11. 11. Converse on Social Mediasource: SWA Magazine<br />Converse got the highest social media score.<br />What’s interesting is the fact that the official license of Converse Brand, PT. MAP didn’t endorse Converse that much on Social Media (facebook and twitter)<br />So who endorse it? <br />It’s Converse’s Loyal Fans! They even create a fanbase group on facebook<br />*SocMed Score: the most talked-about brand in social media<br /> (mainly in twitter and facebook)<br />
  12. 12. Q: Describe Converse in O.n.e word?<br /> Fun!<br /> Classic!<br /> Colorful!<br /> Casual!<br /> Simple!<br />
  13. 13. Q: What is Your Suggestion for Converse?<br />Andhien said: “Keep casual! Just stay this way!”<br />Dika said: “Keep experimenting on new design and colors”<br />
  14. 14. A Confession of a Converse-holic<br />I’m a big fan of Converse since I was in high school<br />Ever since, now I’m a Converse collector<br />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.. <br />I feel excited every time I passed the converse store, seeing those new arrival converse makes me feel good :)<br />I even create a blog about converse www.shoedoesmatter.tumblr.com <br />I love converse because of its various colors and its simplicity.. For me, It never gets old to wear a converse!<br />Tara, 24 F<br />
  15. 15. extras:Snapshot of Sneakers’ Brand Official Website<br />Which one is the most ‘youthful’ site?<br />Take a look <br />at these slides below<br />and you decide!<br />
  16. 16. www.reebok.com?<br />
  17. 17. www.nike.com ?<br />
  18. 18. www.adidas.com ? <br />
  19. 19. www.converse.com ? <br />
  20. 20. The answer is obvious though… <br />;)<br />

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