Converse's Hoke Plans To Use Iconic Figures To Market Brand
 |
Converse To Continue To Use Iconic
Figures Like Cobain To Market Brand |
Converse VP/Global Footwear John Hoke in a Q&A with Ernest Beck of BUSINESS WEEK discussed the future of the brand. Converse recently released a shoe inspired by the late singer Kurt Cobain, and Hoke said the brand's product strategy is to "celebrate the 'then,' leverage for the market now, and frame the future with a full range of products." Hoke: "The idea is to curate iconic figures from the past who adopted the brand, as well as those who wear them now from the worlds of music, politics, fashion, and sports. ... What we want to do is to create products, ideas, and consumer messages around certain figures, playing on what these people have accomplished and why they might have chosen Converse. We'll also work with young athletes like [Heat G Dwyane] Wade, who pushes our performance line; that's the future of Converse." When asked how Converse's strategy differs since the company was acquired by Nike, Hoke said, "The brand was being watered down and cheapened. ... We have a lot to work with because what's amazing about Converse is the brand elasticity. We're not a down-market brand, but we do have a more sensitive price point." Hoke said of Converse's target consumer, "The core kid we are looking for is the 'optimistic rebel' who wants to be different, irreverent, and creative. ... I think of Converse as a 'bottom-up brand' that is adopted by consumers at a grassroots level, compared to a 'top-down' brand like Nike's Michael Jordan line." Asked how he plans to maintain the "anti-Establishment image" when owned by Nike and utilizing superstar athletes, Hoke said, "I like to think of Converse as a 100-year-old upstart. My hope is that we will have a range of distinctive and unique lines under the Converse name. But under my watch there won't be a Nike swoosh on any shoe by Converse, which has been around long before Nike and Adidas existed" (BUSINESSWEEK.com, 4/25).
|
