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WEBINAR PREVIEW: How Anomaly used data to validate a significant shift in creative direction for their Converse SS17 campaign

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InternetRetailing will join Pulsar to consider the rise of athleisure and gender-neutral styles amongst Converse’s target audience to understand the change of direction the retailer took for the SS17 collection. Here are the critical points of the webinar discussion, taking place on Thursday 17th May.

Athleisure and gender-neutral boom 

The rise of popularity of athleisure and gender-neutral styles amongst 18-24-year-olds compared to the style distribution in older demographics, confirms the over-arching direction of Converse’s campaign.

Social media, as a place for inspiration

Consumers interact with the social media as the first port of call for inspiration, rather than a platform for their own content creation. Those who create a piece of content want to draw attention to their choice of style, thus spread their influence to other users. Retailers must capitalise on this opportunity to help inspire costumes and give ideas on how to wear a product.

Staying ahead of the competition 

Sneaker brands that stay on top of cultural trends are granted a success when it comes to generating buzz.

The webinar is built on a Converse case study conducted in collaboration with Pulsar. To find out more, click here to register for the webinar.

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