Converse SWOT Analysis, Competitors & USP

Converse

Parent company

Nike

Category

Apparel and accessories

Sector

Lifestyle and Retail

Tagline/ slogan

Band and Of Ballers; All star –shoes, we have got you covered-clothes

Usp

Converse offers trendy and vibrant sports  apparel for men and women

Converse STP

Segment

Men and women sporting casual sports apparels

Target group

Converse loyal customers and other SEC A men and women in the age group of  18-24 sporting casual wear

Positioning

Converse is America's original sports company

Converse SWOT analysis

Strengths

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Converse :

1. Converse offers mid premium segment apparels, shoes and other accessories for the youth with good adveritisng

2. Range captures international designs and trends and also special editions are launched for special occasions.

3. Converse shoes and the skate boards come in customizable designs

4. The company has a long history since 1908 and a huge loyal customer base.

5. Converse has partnered with a NGO called RED, working for AIDS relief in Africa.

6. Famous sports celebrities are brand ambassadors

7. The lean organization system which converse follows makes in manufacture at least cost and minimum wastage

8. Strong backing of parent company Nike gives a big boost to the brand

Weaknesses

1. Tough competition from existing brands means limited market share growth

2. Converse products can be cannibalized by its popular parent brand

Opportunities

1. Very well known brand in across the world

2. More product development opportunities exist for Converse as most of the products are fashion sensitive

3. Converse can also diversify into shirts, bags as these are high value items

4. More aggressive advertising and promotion through e-commerce platforms

Threats

1. The industry is very price and fashion sensitive and hence Converse too faces the threat.

2. Local market also poses risk to the brand

3. Fake imitation products is a threat to the brand

4. Being a global brand, Converse's business can be affected by recession and economic fluctuations

Converse Competition

Competitors

Below are the 12 main Converse competitors :

1. Nike

2. Reebok

3. New Balance

4. Adidas

5. Puma

6. Fila

7. Bata

8. Liberty Shoes

9. Under Armour

10. Umbro

11. Woodland

12. Asics