Converse Target Market Analysis

The Nike-owned American athletic wear company has taken over its own distribution in China, move senior market staff to China and put Nike ad room Wieden & Kennedy in charge of a campaign centered on sleep with Noise, a accusative film (as well as an integrated merchandising campaign) about one(a) of the most quintessential aspects of the euphony world the course trip. Two bands, 3,584 miles In August 2008, deuce Beijing-based groups the post-punk-rock band P. K. 4, already one of the most influential bands in China, and Queen Sea Big Shark, a hybrid dance-rock group traveled more than 3,584 miles by bus for two weeks. Alongside local bands in each venue, the two groups performed in half-dozen Chinese cities Nanjing, Hangzhou, Changsha, Wuhan, Xian and Beijing. As the tour and story unfold, nine featured musicians light upon their personal journeys on the road to self-expression. The documentary was directed by Liu Feng, a filmmaker who joined Wieden & Kennedy in 2005.Th e program was created by the independent position with media-planning support from WPPs Mindsh are. Both companies also work with Nike, which acquired speak in 2003. The documentary rolled out last month and will be distributed to consumers who bargain for Converse shoes at local retailers through the end of March. Its a risky move to adapt Converses music-oriented U. S. strategy for China, because the countrys independent music look is still very small. On tour, unknown bands typically attract heaps or hundreds of people, not thousands. Chinas independent music scene doesnt have anywhere near the mass appeal it has in the West. Its at the pioneering stage at this point, but it is growing, said Cheryl Calegari, who relocated to Shanghai as Converses senior marketing director for Asia/Pacific last January. Close ties with music world Converse has cultivated close ties with the music world for decades. The Chuck Taylor All feature and other Converse shoes have been worn by musi c legends such as Sid Vicious and Blondie, and Converse created a special-edition shoe for Kurt Cobain. end-to-end our 100- course of instruction history, weve always celebrated art, music and fashion, so it was a natural follow for us to be a part of whats happening in China, Ms. Calegari said. in the lead joining Converse in 2005, she worked with fashion brands such as Tommy Hilfiger and Kenneth Cole. Ms. Calegari arrived in China at about the same time the Nike subsidiary stepped up its presence in the mainland. It has increased its marketing investment and last year switched from a licensing setup to a distributor model. Converse shoes are now sold in more than 1,800 retail outlets in China.