‘Catch them young’ is thought to be the secret motto of all companies and brands, but as their activity proves, they are not only establishing strong ties with younger consumers from early years of their life to make them used to buying a particular product, but also support their creativity, encourage to develop eco-friendly attitude and start making contributions to the world though participating in a range of social projects devised or supported by brands. Today, we at Popsop are delving into answering the question of what marketing efforts attract representatives of Generation Z (born 1991-2002) and to some extend Generation Y (born 1981-1990).
Converse
Converse, the footwear brands which supports aspiring musicians and saves rock-clubs, is also well-known for its successful collaborations with designers and artists. To broaden its portfolio of prints and styles, this time the label teamed up with one of the world’s iconic companies in the textile and clothing design business, the Helsinki-based Marimekko Corporation founded back in 1951, to develop a «women’s focused» Spring 2011 collection for Converse’s fans. The line, which launched in February 2011, features classic vibrant Marimekko’s patterns on the iconic shoes of the brand.
Converse paints the walls of British towns to promote its recent collaboration with popular and emerging musicians. The brand is known for its projects focused on celebrating arts and music culture, and this summer and fall it released several tracks by GB and U.S. entertainers. Recently, the footwear company has partnered with Monorex, a group of graffiti-inspired visual artists, to pay tribute to influential musicians by promoting indie music genres with street art.
In honour of the World AIDS Day, December 1, the charitable (RED) project in collaboration with global brands gave boost to its international program focused on providing help to HIV-infected people in Africa. They have introduced a new twist of the campaign, which has been running since 2006: this time, (RED) wants to bring attention to the possibility of the first AIDS Free Generation in 30 years by 2015, and is encouraging people around the globe to promote the idea by customizing their social media profiles with (RED) avatars, badges and backgrounds as well as buying the branded goods from iconic manufacturers.
Converse Inc. announced the launch of its first specialty retail store in Manhattan, opening just weeks after the company’s launch of their first-ever specialty retail store in the Newbury Street neighborhood of Boston. The new SoHo store located at 560 Broadway and Prince Streets will first welcome consumers on November 26.
Converse is going on celebrating aspiring indie bands, which want to make it really huge on the national stage. The brand, known for its dedication to youth and music, has launched its third annual “Get Out of the Garage” contest in collaboration with Journeys, a U.S. retailer for teen footwear and accessories. The submission period closes today, November 12, and Monday they the voting kicks off.