Marketing Report: Converse, Adidas, and Zara Marketing Analysis

This report provides a detailed analysis of marketing strategies employed by several prominent brands, including Converse, Adidas, and Zara. The report begins by examining Converse's segmentation and target customer identification, followed by a fashion consumer statement suggesting innovative marketing approaches. It proposes a range plan for the Adidas slip-on collection, emphasizing design elements and consumer preferences. The AIDA model is applied to the marketing of Supreme T-shirts, focusing on awareness, interest, desire, and action. Furthermore, the report explores Zara's omni-channel strategy, highlighting its strengths and suggesting improvements. The analysis incorporates various marketing concepts such as segmentation, AIDA model, and omni-channel strategies, providing insights into consumer behavior and effective marketing practices. The report uses various references to support its arguments.

Marketing 0
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Marketing 1
Table of Contents
Segment and Target Customer- Converse..................................................................................1
Fashion Consumer statement..................................................................................................2
Bubble........................................................................................................................................2
Range Plan for “Adidas Slip on Collection”..............................................................................3
AIDA Model for “Supreme T-Shirt”.........................................................................................4
Omni-Channel Strategy of “Zara” with examples.....................................................................5
References..................................................................................................................................6
Image reference......................................................................................................................6

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Segment and Target Customer- Converse
The brand converse says that it is the first one to segment their consumers based on
self-expression. They have segmented their consumer base into 3 parts, under13, 13-35, and
above 35.
The target customer of converse is anyone looking for comfortable and lightweight
shoes to wear in a daily routine. The consumers between the ages of 13-35 have been targeted
by providing various color options that can go with every color of clothing. Some neon
shades that make them stand out in the crowd.
Other than this, the psychographic segment of converse it markets as All-Star to target
the image-conscious acquirers, or so-called the crème of the society (Anothai
Cholachatpinyo, 2013).
Fashion Consumer statement
The plan that can be further developed into an already great marketing strategy is to
wear a color every day. Offering a more colorful range, the fashion-conscious consumers can
be targeted for buying not one, but more than one color of shoes.
Marketing these as the lightweight shoes that can make you fly, funding campaigns
like skydiving, and in a day, can surely help these marketing strategies. Giving a lot of

Marketing 3
Pinterest like images on social media, with any background that makes the shoe pop are a
plus in the advertisement.
Bubble
The bubble that will be marketed as the next big thing is shoes that make you fly. Like
the red bull, that gives you wings, funded the biggest bungee jump. This campaign can fund
and advertise of the skydiving areas.
Range Plan for “Adidas Slip on Collection”
The Adidas slip-on collection already has a big brand name Adidas added to it. So,
the consumers are aware of the good quality being offered. Their range should have laceless
and strapless shoes, as they are being marketed as slip-ons. They should have loafers,
moccasins, and a less casual dress loafer (Son Hee Kim, 2011). For women, they should have
slippers also. With a comfortable sole and a thumbed and non-thumbed option, they should
take care of both the categories.
For image-centric consumers, according to the psychographic segmentation, the
Adidas logo of three lines should be visible on the slip-on straps.
Women runners prefer both neon’s and pastel pinks, with a front that makes their feet look
smaller and petite. Thus, the designs should focus on this very aspect. The elasticity of the
fabric should be taken care of and the texture of the shoes should be comfortable, attractive
and easy to clean, and washable. Adidas has been popular for shoes that don’t let feet sweat,
and these should continue that legacy.

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Since Crocs has recently become very popular, Adidas should understand that
consumers look for both comfort and affordability. Similar designs and patterns should be
provided at different prices.
AIDA Model for “Supreme T-Shirt”
Image source: www.increaseyourprofits.com
The AIDA model stands for awareness, interest, desire, and action. For supreme T-
shirts the cost lies between $3 to $100, which makes it obvious, that, not every type of
audience is interested in buying it or affords it (Rathod, 2011).
T-shirts are worn by youngsters who spend the majority of their time using their
phones and tablets diving into social media. The awareness should be created through these
only. Digital marketing is the best awareness technique here. Social media paid promotions
are the best way to create awareness (Kim & Kim, 2018).
The category that can spend this amount on t-shirts focuses on lifestyle, which is now
judged and created by famous social media influencers. These T-shirts can be distributed to

Marketing 5
the top-notch influencers and celebrities and their honest reviews can be great publicity thus
creating interest.
The desire is created by these social media influencers by flaunting their shirts in their
videos and memes. This can be done through paid collaborations. When celebrities and pop-
singers wear these clothing items, the sales increase by a major magnitude. People desire to
buy something when it is worn by someone who they look up to.
The end part is action. The action is consumer action, where they get out of their
homes and buy the stuff. These T-shirts should be available in high-end malls, with great
customer service. No one entering the premises should leave it without buying the T-shirts.
Omni-Channel Strategy of “Zara” with examples
An Omni-channel strategy is a form of marketing through various channels in real-
time, thus allowing a consumer to shop seamlessly blending the whole environment and
connecting the virtual and real-world, breaking the wall between various channels of
customer interaction (Hosseini, Merz, Röglinger & Wenninger, 2018).
Zara offers fashion to its consumers 17 times a year. The consumer base of Zara is
mainly people aged between 14-35. With its introduction of mom jeans and basic sportswear,
it also has some items that sell throughout the year.
Zara has a very strongly connected network of stores; one proposal is that the size that
is not present in one store for a particular item should be shipped to the consumer from the
other store direct to their home to avoid any disappointment whatsoever. The feedbacks are
given directly to their stores in Spain and the designers pick up fashion direct from streets

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than the runway. The other example from Zara is, that consumers can buy from online stores,
and return or exchange at a physical store (Martínez Barreiro, 2008).
The other thing that Zara needs to add in its Omni-channel retail strategy is its
availability on other online vendors. These vendors make it easy for a consumer to compare
the prices of a similar item and buy accordingly. Zara is not available to them, thus it misses
out opportunities. Following the same pattern, as it does with its store, Zara should be able to
compete here also. This proposal can help its retail further in the long run.

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References
Anothai Cholachatpinyo. (2013). Fashion consumer segmentation through socio-lifestyles -
Bangkok samples -. The Research Journal Of The Costume Culture, 21(2), 301-308.
Hosseini, S., Merz, M., Röglinger, M., & Wenninger, A. (2018). Mindfully going
omnichannel: An economic decision model for evaluating somnichannel
strategies. Decision Support Systems, 109, 74-88.

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Kim, D., & Kim, H. (2018). Influencer advertising on social media: the effects of product-
influencer congruence and sponsorship disclosure on motive inference
processing. Global Fashion Management Conference, 2018, 528-529.
Martínez Barreiro, A. (2008). Towards a New System for the Fashion Industry. The Zara
Model. Revista Internacional De Sociología, LXVI(51).
Rathod, P. (2011). AIDA model of Advertising Strategy. Indian Journal Of Applied
Research, 1(10), 122-125.
Son Hee Kim. (2011). Classification of Foot Types for a Shoes Size System for Women in
Their 20～30s according to a Survey of Hand-Made Shoes Companies. The Research
Journal Of The Costume Culture, 19(4), 876-887.
Image reference
Young, S. (2019). Sales Funnels & The AIDA Model. Retrieved 8 August 2019, from
https://increaseyourprofits.com/sales-funnels-the-aida-model/