(영어 레포트)컨버스 스니커즈 브랜드에 대한 영문 에세이 레포트, 컨버스가 한 콜라보 마케팅 방법

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미국 예술대학 아트스쿨 제출했던 레포트 에세이 과제 입니다. SVA PARSONS FIT 영문 리포트 에세이

(영어 레포트)컨버스 스니커즈 브랜드에 대한 영문 에세이 레포트, 컨버스가 한 마케팅 방법
여러 콜라보를 통해 100년간 똑같은 디자인을 판매하고있는 컨버스 척테일러 운동화에 대한 에세이 입니다.

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In the streets of Soho, there is always at least one person who is wearing Converse sneakers. Chuck Taylor All Star has a white rubber sole that has a black line on the side and a solid color cotton canvas upper. It is a lace up shoe normally with white shoelaces, and there is a round logo with a navy star that says ‘Converse All Star’. Its appearance has stayed more or less the same for almost 100 years, but the image of the brand has really changed. Converse sneakers shifted from being athletic shoes to being a cool lifestyle product while maintaining the same aesthetics. They also evolved from being cheap shoes for sporty young people to being an inexpensive but fashionable item and sometimes even a luxury one. The Converse Corp did this not by making big changes to the product but by creating a powerful and strong brand image through imaginative and effective advertisements, and creative several collaborations with famous fashion designer brands or artists.
The Converse Rubber Company introduced the All Star Sneaker in 1917 as a sport product. It was made out of white rubber and cotton fabric, and created as a basketball shoe. Famous basketball player Chuck Taylor started promoting it in 1921; the shoe has been named after him since then. After then, it started to move away from being just an athletic shoe to a casual sneaker for daily wear with its own identity.

참고자료

· Klein, Naomi. No Logo, 1999
· Anonymous. Converse gives sneakers more design appeal. McClatchy – Tribune Business news. May 1, 2008
· Jordan, Miriam. “In Wooing Brazil’s Teens, Converse Has Big Shoes to Fill – Local makers of Knockoff Hi-Tops Offer Cheap, Jazzy Sneakers; Can the U.S Original Compete?” Wall Street Journal, Eastern edition. Jul 18, 2002.
· Meeks, Nia Ngina Daily Record staff. “Sneakers are bouncing into a new era Even Chuck Taylor All-Stars by Converse take on a new shape and modern dimensions.” York Daily Record. Jan 13 1997.
· Nathan, Cobb. Classic Canvas Converse All Stars Are Still King of the Sneakers. Boston Globe Newspaper. May 14, 1987