Personality of Converse

Converse is no longer a shoe brand but an iconic brand that has a strong personality. The brand shoe designs have barely varied through the years and has continued to provide their customers with modified and improved designs, which has to do with innovation and uniqueness.

The brand personality is not built through its product which is already iconic, but through their consumers. When a consumer wears a pair of Converse, they are themselves building the brand personality and what the brand stands for. Cool and rebellious. This is how we could define Converse.

Anyone wearing Converse will be seen for the brand as unique and different compared to other customers. Therefore, they are appealing to different customer targets by simply not judging who is wearing it.

Converse is a trendy, innovative and individual brand not for the brand itself but for the brand customers which are the builders of the brand personality through their own style. Therefore, their main focus is how the brand innovates in order to engage with customers that will feel likely to wear those shoes in a trendy way and thus, create Converse’s personality. (Celine, 2019)