Overview
Converse Garage is a success story designed for the iconic sneaker brand, which aims to improve several key aspects. This project seeks to increase the involvement of Generation Z, foster customer loyalty by highlighting all the advantages and benefits of the brand and strengthen the physical presence in commercial spaces in large cities.
Company
ACCOM
My role
Product Designer
Timeline
1 month
Responsabilities
Market research, visual design, prototyping
Problem
Using the S.W.O.T (Strengths, Weaknesses, Opportunities and Threats) model, I analyzed the brand's main problems and transformed them into opportunities for improvement:
Weaknesses and threats
1. They have only one iconic model.
2. Few physical stores in city centers.
3. Lack of proximity of the brand with users.
Improvements and opportunities
1. Find ways to optimize prices without incurring large losses.
2. Finding proximity to the customer to humanize the brand.
3. Physical stores, creation of pop up or flagship stores.
Goal
The main objective was to create a campaign with a budget of 2 million euros, that would not generate large losses for the brand and that could go into production from May onwards. The campaign had to be disruptive and innovative, focused on Generation Z, their needs and consumer habits. In addition, it had to identify and take advantage of opportunities for improvement for the brand.
Social media reach
+25%
impressions among 16–25 year olds
Engagement rate
>3.5%
Content interaction
+40%
vs previous campaigns
Brand awareness
+15%
spontaneous brand recall
In-store / pop-up traffic
+20%
in key areas
Sustainability perception
7/10
in post-campaign surveys
Research & Analysis
Current status of the brand
Converse has been a pioneer in the sneaker market, connecting with young people through their interests in sports, music, art and film. The brand has continually adapted, even collaborating with Nike to innovate and meet market demands. Its approach has included creating new models in collaboration with artists and companies.
“Create now, create next”
This is one of the brand's most significant campaigns dedicated to centennials.
They chose multidisciplinary artists from different countries, reflecting that “nearly 70% of Generation Z consumers do not identify with a single culture or country” according to marketing director, Sejal Shah Miller.
Benchmarking
I analyzed six sports brands that thrive with Generation Z, highlighting their unique value propositions, strong omnichannel strategies and resonance with target audiences.
Top-selling products for Gen Z
Gen Z sets trends and values sustainability, choosing recycled, comfortable, and original products. To select their top-selling items, we analyzed shopping behavior reports, social media data, and platforms like Lyst, StockX, and TikTok Trends. Technology, exclusivity, and brand engagement are key to reaching this audience.
Puma Speedcat
Adidas Gazelle
Nike P-6000
Asics Gel-NYC
Consumer habits
Generation Z, or centennials, are a hyper-connected generation who value the online shopping experience. They prefer simple, personalized navigation, and the more personalized the experience, the more likely they are to buy. They also appreciate the packaging and merchandising when they receive products at home. To reach this generation, it is crucial to be present on social networks such as TikTok and Instagram, which they use for entertainment, communication and information consultation. In campaigns aimed at them, influencers play an important role.
Buyer Persona
Age
Status
Location
20
Single
Madrid
Education
Occupation
TEch literate
Psychology
Sales Assitant
Medium
Personality
Extroverted
Personality
Responsible
Communicative
Payment method
Cash
Digital payment
Bizum
Payment method
Website
Mobile App
Brands
Core needs
- Get an internship at the clinic. Seeks to work with LGTBI patients.
- Renovate her wardrobe, moving away from fast fashion.
- Spend more time doing arts and crafts.
Frustrations
- Financial limitations. Your part-time job does not cover all expenses.
- You need things to be instantaneous.
- Not reaching your career goal in the future due to financial constraints.
Posible solutions
After exploring multiple design directions, we chose the one that best met the campaign’s needs in terms of impact and performance. The highlighted option reflects the final implementation, while the disabled ones represent discarded alternatives considered during the process.
Converse Garage
A creative and sustainable experience where users can renew and customize their Converse sneakers in-store.
This solution directly connects with Gen Z’s values: originality, sustainability, and active participation.
Inspired by viral DIY trends on TikTok and campaigns like Jägermeister’s “Sorry not sorry”, it strengthens brand connection and brings added value to the product.
Self-service booths
Strategically placed pickup points in city centers, where users could collect their Converse orders using a personal code — similar to DHL stations.
Discord Community
Creating a participatory channel on Discord where users could engage in collection creation, access exclusive content and discounts, and co-create with the brand.
Managment
In this section I will focus on the teams involved, the work methodology and the phases in which the project will be organized.
Team
The team necessary to carry out the project:
In-house team
Account Manager
Project Manager
Paid media
Product design
Software development
Community manager
Analists
External team
Interior Designer
Creative duo
Work methodology
To manage the project, we will use a waterfall methodology with linear phases and agile work within each phase. The four phases will be analysis and creation, production, implementation, and project analysis. Teams will conduct sprints and meet with the project manager after each one. Slack will be used for communication and Monday for task management.
Phasing
Campaign
For the diffusion of the campaign I worked on three media, first marketing campaigns, secondly the design of the spaces and finally the MVP of the interface that users will use for customization.
Marketing
I have focused my social media campaigns on the platforms most used by GenZ: Instagram and Tiktok.
Interior Design
In all physical spaces there will be an area reserved for Converse Garage, where users will be able to customize their products. This space will be marked by signs and there will be a place where they will have access to the tablet where they will be able to customize and be inspired by the personalized products on display.
Minimum viable product
This is an example of three screens that the user will be able to interact with for the customization of your products. In the first screen the user can select the type of customization he wants to perform. The second screen is the form where the user can fill in the information of the type of product. The third screen allows the user to visualize how the product will look like once customized.
Learnings
One of the main challenges in realizing this project was to design a campaign that embraced both sustainability and Generation Z expectations. Finding a balance between creative personalization and product reuse messaging was tricky. In addition, ensuring that the campaign was innovative and appealed to Generation Z, who value authenticity and environmental impact, was a major challenge.
Project management
Consumer habits
Consumer engagement campaigns
In-depth brand analysis
sandramv.com
Built and designed with a looooot of effort from Madrid ❤️