Converse’s Innovative Retail Strategy in Brazil: Lava’s Case Study of Collaboration and Design
Converse, a synonym for classic American sneakers, made a significant stride in the Brazilian market by opening its first stores. This move was preceded by an intriguing strategy involving a partnership with local distributors, particularly the collaboration with Lava and RedZ, which paved the way for a unique retail experience in the Virus stores.
The Strategy Unfolded
Historically, Converse’s presence in Brazil relied on local distributors. The decision to collaborate with Lava/RedZ bringing Converse to Virus stores marked a shift in this approach. Focusing on creating a distinctive retail space within existing stores, retaining the Virus aesthetic while infusing it with Converse’s iconic style.
Design Philosophy: Blending Urban and Industrial
The design ethos for this project was clear — a fusion of urban and industrial elements. Materials like Metalon, grilles, burnt cement, and raw pine were harmoniously blended, capturing the essence of both brands. This approach was not just about aesthetics but also functionality. The use of mirrors at strategic heights and tubular structures common in Converse branding contributed to a space that was both visually appealing and ergonomically sound.
Challenges in Execution
One of the major challenges in this project was the tight timeframe — less than two months from conception to execution. Another logistical hurdle was the restriction to work overnight due to the store’s location in a shopping mall. To overcome these challenges, a modular design approach was adopted, allowing for efficient assembly and disassembly.
Innovative Product Display and Marketing
A notable aspect of this venture was the customised displays for each sneaker model, highlighting their technical specifications with a focus on street skate styles. This was in line with the seasonal theme at the time. Additionally, the stores provided access to Converse’s Virtual Store for models not focused on street skate, showcasing new lines of backpacks and socks. This strategy served a dual purpose: it catered to immediate customer demands while also gauging interest in potential future products.
Each sneaker model showcased on custom displays, complete with detailed technical specifications and a street skate feel.
Conclusion and Impact
The success of this strategy was evident when, after a month, the first official Converse store opened in Brazil. Products initially displayed as part of market research were integrated into the store’s inventory, demonstrating the effectiveness of the approach. This strategy enhanced Converse’s brand presence in Brazil and laid a foundation for future expansion.
