Introduction: Converse is an American shoe company started by Marquis M.Converse that has been making shoes and lifestyle fashion since the early 20th century. The shoes changed the game of basketball and have become an icon status. A basketball player named Charles H. “Chuck” Taylor released the All Star ten years later. Taylor’s signature was added to the All Star patch on the classic, high-topped sneakers.Today Converse sneakers can be found on kids, teens and adults. Reason for brief: My idea is to create a souvenir collection for backpackers while they are travelling around Australia. The reason I choose to focus on backpackers is because this type of travelling that’s suits the converse style and my target audience. The souvenir is a memory for the trip and they can wear the shoes while they are travelling around. When you’re travelling you always or want to buy souvenir, but maybe never use them. So these shoes you can have as a souvenir and you can also wear them when you want to. Client: Converse Designer: Anette Maarud Lecturer: Lisa Molly Background: I found out that Converse has focused on music, fashion, sport and arts before. They have made several types of shoes within these genres and have also used famous people to promote the shoes. I think Converse’s white space is travelling, and they have never done anything like that before. In 2010 there was about 600,000 international backpackers in Australia, and it just gets more and more popular for every year. Therefore, I believe that Converse should be the first company out and create a souvenir shoes for backpackers. Competitors: Adidas Dc Shoe Puma Reebok Vans This is the main competitor, but no one of them has done anything like this before. So creating shoes for travellers or backpackers is a completely new idea. Converse sells sneakers, clothing and accessories for men, woman and kids.
Transcript
Introduction:Converse is an American shoe company started by Marquis M.Converse that has been making shoes and lifestyle fashion since the early 20th century. The shoes changed the game of basketball and have become an icon status.
A basketball player named Charles H. “Chuck” Taylor released the All Star ten years later. Taylor’s signature was added to the All Star patch on the classic, high-topped sneakers.Today Converse sneakers can be found on kids, teens and adults.
Reason for brief:My idea is to create a souvenir collection for backpackers while they are travelling around Australia. The reason I choose to focus on backpackers is because this type of travelling that’s suits the converse style and my target audience. The souvenir is a memory for the trip and they can wear the shoes while they are travelling around. When you’re travelling you always or want to buy souvenir, but maybe never use them. So these shoes you can have as a souvenir and you can also wear them when you want to.
Client: Converse Designer: Anette Maarud Lecturer: Lisa Molly
Background:I found out that Converse has focused on music, fashion, sport and arts before. They have made several types of shoes within these genres and have also used famous people to promote the shoes. I think Converse’s white space is travelling, and they have never done anything like that before. In 2010 there was about 600,000 international backpackers in Australia, and it just gets more and more popular for every year. Therefore, I believe that Converse should be the first company out and create a souvenir shoes for backpackers.
Competitors:AdidasDc ShoePumaReebokVans
This is the main competitor, but no one of them has done anything like this before. So creating shoes for travellers or backpackers is a completely new idea.Converse sells sneakers, clothing and accessories for men, woman and kids.
Target market:Primary18 - 25 years oldLike to travelExperience new thingsSee new placesFinished graduateSocialCultureNot so much moneyNot a permanent job
A typical person would be someone who has just finished studying, or want to experience something new for their education. They have worked after school, and have managed to save up cash for travel. They want to travel far to experience a new culture, climate, and meet new people and animals. They are social and want to make new friends. They have always wanted to see and travel around Australia.
Secondary26 - 33 years oldJobsSocialFriendsApartmentCulture
A typical person will be a person that’s working, but have wanted to travel whole life. Have apartment that they have to pay for, and cannot afford an expensive vacation. Want to travel because of the experience, see new places and cultures. They must stay cheaply when they are out travelling and spend money on the experiences.
Tertiary34 - 40 years oldBoyfriend or marriedJobHouseSocialCulture
A typical person will be the one who always wanted to travel, but never done it. They are in a relationship and want to travel around with their partner. They have apartments and a normal economy, they have to save money on hotels. They are travelling because of the experience.
Objectives: When you are out travelling you want to buy a souvenir that you can keep as a memory. The advantage is that you can wear the shoes when you want to, they show where you have been and you can have it as a souvenir.
You get emotional feelings to the shoes since they have been with you the whole trip. They have been experiencing all the same things you have experienced, and they have left their track in Australia with you. It’s just like they have been your closest friends that you have experienced everything with. So you will always keep the as a souvenir.
Brand personalityWhat the brand is: It’s a product you can use and have as a memory. It’s something you can use while you are travelling, for the daily and you can have it as a souvenir.
What the brand is not: It’s not something you can dress up with. It’s not a product you set out in your living room.
Design task:I want your design to be modern and in retro style.
Tagline• A journey end, but memories last forever.• Take the journey with you• Take the memories with you• Enjoy the journey
Customer journeyThe shoes will be sold all places where you can buy Converse. The people who are working there should be nice and give good service. When the customer has shopped the shoes they will be delivered in a designed shoebox and bag. This makes the concept more completely and seriously. Inside the shoebox the will be a small folder with images from other backpackers and stories. Here they can read what others have experienced in Australia and get great travel tips.
Inspiration for the style
1908
27 S 144 Eoo
LogoMy thoughts behind the logo is that it need to be simple and modern. It must be in Converse style so the customers recognize the brand.
Personality: Sporty, memories, playfully, cool, cultural, tough, souvenir, fashion, flexible, modern, original and different.
If it were a person it would be: Ellen DeGeneresIf it were a car it would be: Volkswagen Old VanIf it were an animal it would be: Bird
Single minded proposition:When you are out travelling you want to buy something that you can use as a souvenir when you get home. A souvenir is a memory, and you can show it to others. But often you buy something you don’t need, and over time you don’t use it.
Shoes as a souvenir are something that is not on the market before. The shoes can be used as a souvenir, but can also be used daily. The unique is that you can actually wear the shoes when you want, but also have it as a souvenir.
Going to make:Design the shoes, shoe box, bag, campaign, small folds in the shoebox, I-phone App
