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WE ARE NOT JUST KEEPING THE PACE BRANDS AND IDENTITY 2020 WE ARE SETTING IT 2 3

4 INTRO DUCTION For the Brands Identity specialization at AMFI we made a research report to launch a new apparel line called Shapes for Converse With the brand s core values in mind we will present our findings insights elaborate on strategy and show how to achieve great consumer engagement through a bulletproof concept Thank you for taking the time to read this report This is an interactive document if you don t have Adobe Acrobat please follow THIS link 5

6 8 12 16 28 34 36 42 46 50 THE BRAND BRAND PRISM TARGET COMPETITORS SWOT THE TRENDS DEBRIEF COMMUNICATION SOURCELIST TABLE OF CONTENT 7

the brand the brand the brand the brand 8 9

THE BRAND Established in Boston 1908 Converse has been a prominent shoe brand in the wardrobe of youngsters The Chuck Taylor has defied times and has proven itself to be the shoe everybody wants and needs in their closet Worn by champions then and worn by champions now Converse aims to encourage their wearers to channel their creativity through the shoe Converse does not follow they lead with its consumer marching in front Creating a community of acceptance freedom and creativity Converse allows you to be whoever you want to be challenging you to be bold edgy and your authentic self every step of the way Your personality shines through the shoes you wear because you are Converse BRAND DNA VERSATILITY LONGEVITY EXPRESSION BOLD POSITIONING Designed for street culture Converse is constantly moving and innovating They position themselves as a nostalgic yet modern brand for subcultures As an affordable brand that has good quality and is well known Converse penetrated the shoe market The iconic Chuck Taylor stayed consistent and trendy throughout the decades establishing themselves as a reliable yet classical brand They secured a position in the buyer s mind Making it an accessible product for many SPARK PROGRESS 10 11

brand prism brand prism brand prism brand prism 12 13

PHYSIQUE One star Colorful The Chuck Taylor Streetwear PERSONALITY Bold Creative Dreamer Non conformist Real raw Inclusive A creative community of young people part of a subculture REFLECTION 14 RELATIONSHIP A supportive friend that will encourage you to be a little crazy Inclusive Iconic shoe Skater and basketball cultwure Urban Unisex CULTURE Forward thinking Creative Openminded SELF IMAGE 15

target target target target 16 17

GEN Z These teens 16 21 don t want to be like everybody else They seek authenticity and want to be free of social constructs Being the most open minded generation so far Gen Z includes everybody no matter who they choose to be Living on the internet Gen Z shares every moment with their peers Growing up in a global recession made them value connection honesty structure and security It has made them self aware self reliant self learners and driven Valuing personal growth and progression always challenging themselves to reach greater heights With their go getter mentality Gen Z is unstoppable when it comes to achieving their goals and fighting for what they believe in 18 19

GAMECHANGERS WORK MODE LOCATION The Gamechanger is based in London and other capitals of Western Europe Either still living at home or living in a student apartment with their best friends Their furniture is collected from second hand stores or given by family and friends Building creative unique and messy environments in their rooms and apartments Gamechangers are ambitious and eager to be great working from a young age they usually combine it with their studies They work in their favorite retail stores such as Patta and Urban Outfitters They are studying for jobs in the creative field such as Art director PR agent graphic designer radio host and fashion designer Being successful does not equal being rich but rather means that they want to be happy have a positive impact on the environment and the people around them HOBBIES They are naturally creative Painting writing photographing or skating helps them to escape from the real world It s a time when they re focusing only on themselves improving their skills or just letting their emotions out and expressing how they feel CONNECTIONS Calling themselves social butterflies they seek engagement from peers in real life and on social networks such as Instagram and TikTok but also at school work parties or events Finding it easy to connect with people and create connections they have many different friend groups Ultimately the Gamechanger surrounds themself with people who have the same values as them and are willing to talk about everything from fashion to how to stop global warming 20 They often go to museums where they look for contemporary art that speaks on social political and cultural issues that challenge their perception Ai Weiwei is one of their role models an artist who gives back and wants to have an impact on the world something they identify with Always wanting to stay up to date Gamechangers follow news outlets and check their apps to get daily updates Needing to be fed new information constantly and not just from their friends Gamechangers enjoy going to concerts such as Jessie Reyez Steve Lacy or Travis Scott and still get emotional from time to time listening to Mac Miller or Frank Ocean whose music changed their lives They rewatch their favorite movie Call me by your name which they lowkey think is problematic because Elio is underage Wanting to take care of their mental health they read books like Normal People by Sally Rooney which is slowly starting to fall apart after lending it out to all of their friends 21

FASHION POLITICS Gamechangers are sick and tired of the fashion industry s lack of responsibility when it comes to ethics They therefore prefer going thrifting Episode Zipper as it allows them to be sustainable and find affordable gems that will stand out Not caring what gender the item is assigned to they rather look at the fit seeking something that matches their personality and body For their basics however they will buy brands such as Weekday Nike St ssy and Obey but they admit they try to limit their purchases to a minimum Because they don t work fulltime they have to shop on a budget Through social media they are constantly confronted with inequality poverty global warming racism and many other issues They find it important to shed light on these issues and collectively work towards a more inclusive and tolerant society They try to raise awareness and influence the people around them by talking and sharing information Some of the Gamechangers are not old enough to vote and therefore have no other choice but to use social media and take it to the streets ETHICS Being aware of global warming has made them aware of their ethical footprint Trying to reduce it as much as possible they have vegan and vegetarian cookouts with their roommates They care about what brands do for the climate valuing transparency and honesty The Gamechanger wants a we approach instead of a me approach They are outspoken and ready to argue with anyone and stand up for what they believe in 22 IDENTITIES They stand up for what they believe in regardless if others like it or not they don t like to sugar coat They refuse to conform to what is expected because they don t want to be ordinary and be like everybody else They don t take themselves too seriously as they are young and know they can make mistakes If they do though sarcasm and talking to friends is their way of dealing with it They however do sometimes feel overwhelmed with pressure to be successful They are interested in multiple things finding it difficult to choose only one option Not wanting to conform to labels they believe that gender is a social construct and therefore think it is BS They express their identities through their clothes personalities and how they treat others They are undeniably themselves and are redefining what that means every single day 23

PERSONA Emi kko 20 living in East London I SAID I AM SO I AM 24 IDENITY She goes by her stage name and is queer She is a singer songwriter She is studying Music Management at UWL She works at a hip caf in Shoreditch on the weekends She is an activist and attends protests for climate change and equality WEARS Mostly vintage like Levi s Dr Martens St ssy and similar streetwear brands such as Carhartt Obey and Vans She does like to invest in some pieces from brands like Eytys Her own customized and personalized items READS Fashion magazines such as 032C Dazed and Garage News articles from BBC The Times and CNN to stay up to date with the world Books like Conversations with Friends by Sally Rooney and The Catcher in the Rye by J D Salinger WATCHES Euphoria Riverdale and Parks and Recreation But will also watch documentaries like What The Health and Fahrenheit 11 9 Love Island when she feels braindead USES Instagram Snapchat TikTok Spotify and SoundCloud A notebook to write down new lyrics and her thoughts LIKES To hang out with her friends listening and making music singing and go to the movies To take pictures cook and play videogames on Nintendo Switch Fresh too expensive avocado toast with freshly squeezed orange juice To communicate through meme s 25

COVID 19 It frustrates Gamechangers that it took the world a pandemic to see that the gap between rich and poor is so big that healthcare becomes a privilege instead of a human right They realize that now is the perfect time for brands and institutions to take advantage of the opportunity and have a positive impact They are finding new ways to stand up for what they believe in online protests and uploading signs to Twitter Instagram and TikTok Some Gamechangers lost their motivation due to not having a set structure or a daily routine which creates an endless loop of feeling guilty for not being productive or doing enough Others picked up old hobbies and passions to create peace of mind There is not one clear behavioral pattern they however do feel that 2021 will be their year 26 27

competitors competitors competitors competitors 28 29

COMPETITOR ANALYSIS Based on the research we found that Gamechanger s most important values when shopping for clothes are GENDERLESS and AFFORDABILITY We looked into genderless brands on the market and created a competitor matrix Below you will find an overview of the selected brands that are direct competitors based on these values Collusion Asos Eytys Obey Clothing Stussy Collusion is low segment and trendy however not produced sustainably They are a sub brand from Asos who communicates through Instagram only where they share newly released products or lookbooks and give sustainability updates Some pieces are genderless others are not and the collection is found under the women s section which is quite confusing Obey is mid segment streetwear focused working towards being more sustainable They communicate through Instagram their website and offline posters throughout cities They raise awareness for social political and cultural issues voicing their opinion quite boldly They do distinguish between gender but their community wears what they like regardless of the label Ader Error Ader is high segment selling statement pieces with oversized silhouettes but does not have sustainable production They communicate through Instagram Youtube and TikTok Optimizing their engagement with their community Their focus is on being an exclusive brand as you can verify your item for realness They don t distinguish between gender 30 Eytys is a high segment functional streetwear brand that is not sustainable They communicate through Instagram Facebook and Youtube and have created a community of urban and real youngers that feel represented and acknowledged through unpolished campaigns They don t distinguish between gender Stussy is a mid segment functional streetwear brand that focuses on surf and skate culture They communicate through Instagram Twitter Facebook Vimeo and Youtube Their focus is on being a relatable and accessible brand this could be you and you can be part of this They do distinguish between gender but their community wears what they like regardless of the label Nike Nike is a low mid and high segment brand that focuses on functional accessible and affordable sportswear for everybody They communicate through Instagram Twitter Facebook Youtube and posters throughout cities They are inclusive but do distinguish between gender CONCLUSION Shapes has a big opportunity to enter the market as a affordable and genderless brand A combination that give shapes a advantage over the other brands In addition Shapes is created with design details that offer freedom of movement which taps into the lifestyle of Gen Z allows flexibility for different activities 31

INSPIRING CAMPAIGNS SAMSUNG AWESOME 2019 Samsung launches Samsung A a phone that is a perfect fit for the content creators of Gen Z Agency Wieden Kennedy created an engaging campaign about having fun being silly and just rocking it By creating their own catchy song they amplify on new features of the phone Awesome screen Awesome camera and awesome battery life WHY IS IT INSPIRATIONAL Because the campaign knows exactly where their target group is on TikTok where they create fun and engaging content themselves And because they understand what Gen Z wants in a phone The campaign is catchy and it challenged Gen Z to try and create their own short videos dancing to the song It is memorable and activates the target group An angle that could be interesting for Shapes 32 PROJECT BODY HAIR BY BILLIE 2018 Billie is a razor brand that decided to turn on a switch in societies perception of female body hair The video shows different parts of womens bodies that they might be shaving ex Arms or stomach or might not be The campaign s core idea is to let everyone decide and empower them in their decisions WHY IS IT INSPIRATION Billie is spreading the message that you decide what you do with your body and the hair on it The straight to the point tackling of a social issue works really well Tapping into societal trends such as feminism and body positivity in which they make a bold political statement Trying to change stigma is an interesting angle Shapes could take 33

SWOT ANALYSIS SHAPES OPPORTUNITY STRENGTH Converse is a brand with a rich history and loyal clientele and is best known for its iconic unisex Chuck Taylor Real people used for the visual identity creates the idea that this could be you Because of new sizing everyone can find a fit and pick the style that matches their likings Basic colors in the collection offer great statement pieces Affordable for the Gamechanger Sustainable production taps into the beliefs of the Gamechanger Design details that enable freedom of movement WEAKNESS To establish a name as a genderless brand before it gets to the high street and becomes mainstream Size only as a reference creates a safe environment for people with different body types to shop and look good Growth in online shopping due to Covid 19 Gamechangers wants to invest in timeless pieces Storytelling allows Converse to get their message across THREAT Gamechangers might think Converse is only approaching genderless because it s becoming more trendy Campaigns that tap into social and cultural issues might cause backlash and division from people who don t think brands should pick sides The current Converse consumer might not be interested in apparel Competition from existing genderless brands Decrease in sales in brick and mortar due to Covid 19 Offers new sizing that might be confusing for people Lack of differentiation within the product people can buy basics anywhere The Chuck Converse is known for this iconic shoe People automatically associate the brand with this shoe specifically leaving little room for anything else 34 35

trends trends trends trends 36 37

1 VIDEO CONTENT WILL DOMINATE Video content is becoming the most engaging format on all social media platforms in 2020 Cisco s study has shown that by 2022 82 of all content is video Therefore brands need to get familiar with the short video formats like Instagram stories or TikTok Gen Z has an attention span of 8 seconds and therefore needs to be hooked directly otherwise they will keep on scrolling 41 of TikTok users are aged between 16 and 24 years old Globalwebindex 2019 TikTok s main advantage above Instagram and YouTube is that everyone can create and share their content in seconds TikTok works with an algorithm that shows the user content based on what they have previously liked Digiday 2020 38 39

2 VIRTUAL ESCAPE Because of the COVID 19 outbreak a magnifying glass has been placed over brands It is very important to be sensitive in these times and not push your agenda Consumers have more time to spend online creating a perfect opportunity for brands to communicate directly with their consumers establishing stronger relationships and loyalty among them Consumers need a distraction and want to know and feel that they are not alone Many brands have turned their social media and websites into community places where consumers can come together and watch a movie do a quiz or listen to music Engagement is the keyword in these times BOF 2020 3 GENDERLESS SHOPPING 40 4 5 STAND UP Not caring about labels Gen Z is blurring the lines between gender sex femininity and masculinity They expect brands to appeal to a larger group of people and be inclusive to those who don t want to be labeled as male or female 56 of Gen Z already shops outside of their gender WWD and expects brands to unlearn and relearn Leading to a more inclusive and healthy industry Brands that stand with or for a good cause have special places in the hearts of Gen Z Fearing greenwashing white washing and pinkwashing it is of most importance that brands understand that standing up for something is not about selling product but rather about having content stand out to enhance relationship building Gen Z finds it important that brands care about what happens in the world and stand for something bigger than themselves Harpers Bazaar Close to the virtual escape trend but different in execution especially during the Covid 19 pandemic brands must be sensitive and interact with their consumers Brands such as COS Gucci and H M have donated money to support healthcare workers and the production of masks BOF MENTAL HEALTH The pressure of achieving and being flawless can jeopardize your mental health resulting in creative blockage anxiety and in worse cases depression Not only do brands need to take action in this epidemic but they also need to spread awareness NCBI Gen Z wants to know that they are not alone They expect brands to engage with their emotional and social needs in a sincere way Brands need to look for a balance because social media is a direct cause of these feelings however is their main communication channel Vogue Business 41

debrief debrief debrief debrief 42 43

BIG IDEA WE SHAPE THE NOW KEY INSIGHT CONCEPT GameChangers feel that it is their duty to Envisioning new futures the Shapes collection draws change the world inspiration by listening to its community The collection celebrates individuals who come together and evoke change BRAND INSIGHT Through the lens of functionality and comfort we eliminate the notion of boxes and restrictions aiming to include and to Converse encourages creatives to embody be the change we want to see in others progress CULTURE INSIGHT We have created a contemporary view of reality shaping the future happens now and it is in your hands In today s society it s important to take responsibility for your actions Gamechangers believe that change starts with yourself and gives you the power to make a difference CONSUMER INSIGHT Gamechangers wear what they believe in 44 45

communication communication communication communication 46 47

INSTAGRAM SNAPCHAT TIKTOK EVENTS FUNCTION RAISE AWARENESS FOR THE PRODUCT FUNCTION PRODUCT AWARENESS AND ENGAGEMENT FUNCTION PERSONAL ENGAGEMENT FUNCTION FRIENDSHIP BUILDER TikTok s popularity has been growing rapidly because of it s unpolished fun and authentic nature Converse has a TikTok account with more than 4000 followers but does not create any content or engage with their audience However the Converse has been viewed over 100 million times the ConverseAllStar has been viewed over 45 million times and the InMyConverse has been viewed over 4 5 million times Through volunteering Gamechangers can come together to meet people and have positive impact on the world Converse has a well established account on Instagram with over 10 million followers that can be used for raising awareness for the new product The converse_london Instagram can be used for more awareness through IGTV stories and regular posts Hoping that trough challenges and contests Shapes is able to engage positivly with its audience 65 of Gen Z check the platform daily BOF They know they re not perfect and they re looking for brands that aren t perfect either They want to get entertained and relate o see the messy and unfiltered vibe from brands and influencers 48 51 of Gen Z uses snapchat daily because of it s quick access to the latest news and updates about their favorite brands 90 of Snapchat users are between 16 and 24 years old BOF The platform allows users to share viewed content with each other directly which creates engagement with the brand in very short time Shapes their opportunity on Snapchat can be sharing interesting stories from brand ambassadors informing about new launches or events A moment to raise awareness for the cause you believe in and together stand strong and achieve greatness Meet the brand ambassadors personally and physically connect with Converse Shapes and its community It s noticeable that Gen Z has an interest in finding Converse on the app There is enormous potential for Converse to interact with their audience to create and support a community of like minded individuals 49

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RESEARCH Molife Kumona Here s Why the Converse All Stars Are the World s Most Popular Sneaker GQ South Africa GQ South Africa Men s Fashion Style Grooming Trends Culture 17 Oct 2018 www gq co za style sneakers heres why the converse all stars are the worldsmost popular sneaker 16564466 Compman Social Media Trends for 2020 and Beyond Influencer Marketing Hub 27 Feb 2020 influencermarketinghub com social media trends amp Stillman Jessica How to Appeal to Gen Z on Instagram Be Weirder and Uglier Inc com Inc 14 May 2019 www inc com jessica stillman how to appeal to gen z on instagram be weirder and uglier html Hutchinson Andrew Snapchat Publishes New Research on Gen Z and How Brands Can Connect with Them Social Media Today 14 June 2019 www socialmediatoday com news snapchat publishes newresearch on gen z and how brands can connect with t 556855 Every Kid Wants to Be an Influencer Why TikTok Is Taking off with Gen Z Digiday 6 Feb 2020 digiday com marketing every kidwants influencer tiktok taking off gen z Mondalek Alexandra The Dos and Don Ts of Marketing During a Pandemic The Business of Fashion 6 Apr 2020 www businessoffashion com articles professional the dos and donts of marketingduring a pandemic Lieber Chavie For Influencers Affiliate Revenue Is Next to Disappear The Business of Fashion 26 Mar 2020 www businessoffashion com articles professional exclusive affiliate links cut coronavirus influencer marketing Milner Daphne Why Brands Are Revisiting Old Advertising Campaigns The Business of Fashion 12 May 2020 www businessoffashion com articles news analysis why brands are revisiting oldfashion campaigns Nike Converse SHAPES Nike News 10 Mar 2020 news nike com apparel converse shapes CP EUNS_AFF_AWIN_UK_101248_ adgoal_169849 awc 16327_1589478185_8e70100cc7ccf7ebb225228ca2380fb2 Generation Z Latest Gen Z News Research Facts Strategies Business Insider Business Insider www businessinsider com generation z international true r US IR T Accessed 14 May 2020 McKinsey Company 2020 Lsquo True Gen Rsquo Generation 52 INTERVIEWS Z And Its Implications For Companies online Available at Accessed 14 May 2020 15 Mind Blowing Stats About Generation Z CMO Adobe Com cmo adobe com articles 2019 6 15 mind blowing stats about generation z html Accessed 14 May 2020 Lieber Chavie Snapchat Is Back in Fashion The Business of Fashion 3 Sept 2019 www businessoffashion com articles professional snapchat fashion brands huda kattan prada chubbies Hannah Knowles H 2020 Hannah Knowles online Washington Post April 8 2020 Available at Accessed 14 May 2020 Mondalek Alexandra How to Talk to Customers During the Coronavirus Pandemic The Business of Fashion 11 May 2020 www businessoffashion com articles professional how to talk to customers during the coronavirus Bloomberg The Decline of Gendered Retail Spaces The Business of Fashion 6 Dec 2019 www businessoffashion com articles news analysis someday there might not be a menswear department Why Generation Z Is More Traditional than You Might Think ACCA Global Acca Global www accaglobal com pk en member member accounting business 2018 09 practice generation z html Accessed 14 May 2020 8 participants SURVEY 52 anonymous participants BRANDS https onedna earth https www asos com https hope sthlm com eu https bigbudpress com https eytys com http en adererror com https riley studio https www ambushdesign com FONTS Futura Franklin Gothic Adobe Caslon Dazed What Euphoria Gets Right about Gen Z Dazed 7 Aug 2019 www dazeddigital com film tv article 45533 1 what euphoriagets right about gen z teen tv drugs queer stories Soar Sophie and Cathaleen Chen Inside Fashion s Enduring Mental Health Epidemic The Business of Fashion The Business of Fashion 2 Aug 2019 www businessoffashion com articles intelligence inside fashions enduring mental health epidemic Converse About About Us Our Story Converse GB www converse com uk en our story about us html csid AFF_PRF_ CDR_WE_BE_EN_20200514_AWIN_adgoal GmbH Content_AWIN101248_Sneaker_X_X_adgoal_X_X_X_X_0 0_X awc 8178_1589478143_500c8d5dcc1df68a04fc46b52729af3f 53

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