SlideShare a Scribd company logo
Why Converse? Masahiko Hato
100 years ago
What happened?
Converse   was   founded
This year  100 th  anniversary
What’s their main product?
ALL  STAR
More than   8  M All star is sold in the world
No. 1  in history
 
What   attracts   people?
Why Converse? Not other shoes…
I found 3 simple reasons
 
Design
1917 First  ALL STAR
90 years later
2008 Present  ALL STAR
Any change?
 
Sophisticated
 
Price
Simple All Star is about…
5,000 yen
=
 
Being Converse
Which is/are Converse?
Everything
We can feel
Converse taste We can feel
We can’t say why…
but We can’t say why…
but We can’t say why… We can feel why
Promise Low Price Design Being Converse
Unknown The Truth
2001
Something happened
Bankrupted Bankrupted Bankrupted Bankrupted Bankrupted Bankrupted
2003 bought converse
Now Converse is getting power again
Women found  Converse is…
Cool
They started to wear
They started to wear They started to love
 
Never  betray  consumer
Their products  are worth  paying money
they give us 3 things Anytime
Smile
Smile Smile
Smile Smile Smile
And
Anytime  Be Oneself
Converse  will not change
To promise 3 reasons
Simple Being Converse Low Price
Converse will be growing
Thank  you

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Why Converse is popular?