The brand has around 80 outlets nationwide, but is strategizing around the experiential retail economy with an emphasis on premium product and consumer engagement.
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Converse headed out West for its third full-price retail store, choosing The Americana at Brand in Glendale, Calif., to spread its footprint. The lifestyle brand celebrated its grand opening on Feb. 22, marking its third premium store nearly a decade after last opening doors in Boston, home to its headquarters, and New York’s Soho district.
“During that time, our digital business has exponentially grown,” said Dana Klein, Converse vice president of direct, North America. “We’ve really seen the ability to connect to the consumer through digital to our spaces here, so we really feel it’s really a good time for full price retail.”
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Converse has around 80 outlets nationwide, but the brand is strategizing around the experiential retail economy to reach the new consumer as preferences have shifted and buying habits have shown that those who are opting for in-person shopping are looking to engage with product in an immersive and intimate space.
And after years of insights gathered from its New York and Boston premium retail outposts, Converse boosted its intel last year after launching a sneaker customization pop-up at Boston’s Seaport Common that provided consumers a hands-on extension of its online Converse By You customization hub.
“We learned so much there,” Klein said. “We really expanded our customization offering along patches, and we brought in embroidery there, and we just really learned that it was like second nature [for the customer]. And so, that’s what made us pull it front and center here.”
The holiday pop-up also offered customization themes that were hyperlocal and not available online, including patches of the Boston skyline and the city’s famed Swan Boats. Similarly, the Los Angeles store has the opportunity to design sneakers with Hollywood-themed embellishments, along with laces, grommets and charms. Local artists made contributions to the design offerings.
“I think it’s really important for us to have community-based product that feels authentic to Los Angeles as a whole, but we know Los Angeles is made up of many different communities that resonate with different ideas and are different populations,” Klein explained. “I think people will see more local product through here.”
The design possibilities were curated based on research from the digital experience. Klein said they found that consumers online are making “really small tweaks” and not completely redesigning shoes. The analysis helped Converse understand how to bring that proposition in-store, where time is a factor and choices aren’t as broad.
“Customization is really taking what we make and making it for you, and making it something that feels meaningful,” Klein said. “People put their names, people put their birthdays… the day they got married.”
The recent Boston pop-up experience also showed the value of community partnerships and how robust activations help spread the word.
“Really, this is a network effect if you can get people who really love a certain thing and bring them in, and for them to tell their friends,” Klein said. “Tonight, we have a bunch of skaters who work with us, we’re going to have them come through here, and they’ll tell their friends how amazing the store is — and word of mouth is still a thing.”
Klein added that the approach — connecting with the local consumer — helped grow business “exponentially.” The brand plans to explore more retail opportunities throughout the remainder of the year.
“This is an area that there’s youth, there’s skaters, there’s colleges nearby. There’s a lot of our criteria in the cross section of being right here,” Klein said of Glendale, which is away from the excess of LA proper. “Since we scouted this location, and the time we open, the community has grown. You take a chance sometimes and you look at real estate like, where is it going? And this is going exactly where we thought it would.”
Indeed, Converse is in good company with its neighbors. The Americana at Brand shopping plaza is a community of its own with onsite luxury apartments. The property also has a mix of high-end and accessible brands, including Nordstrom, Saint Laurent, Urban Outfitters, H&M and Gucci. Bottega Veneta is next.
“We are thrilled that Converse chose The Americana at Brand to debut their first new concept store in years,” said Jackie Levy, chief financial and revenue officer for Americana at Brand’s parent company Caruso. “As an iconic brand with timeless appeal across generations, Converse’s opening reinforces The Americana at Brand as the go-to destination for brands to launch their unique offerings and affirms our commitment to providing something special for each of our guests.”
“It’s interesting, we’re a brand that actually can move between the consumers that also shop elevated brands and the consumers who are just looking for an everyday sneaker,” Klein said. “A lot of the times we’re the shoe that people pair with their elevated brands, and we’ve played that role for a long time. If you look at our Chuck 70 product, which is our elevated product — it’s not just a regular Chuck — we have really seen that cross section of that consumer really, really strong. So, we definitely think it’s the right place for us.”
Just a few blocks away is the Glendale Galleria mall, where Target, Macy’s and other familiar brands also attract the Converse consumer, Klein said. “We’re also not so far from where there are other shops that have different demographics that might shop right at the mall across the street, but we think it’s a great fit. And also if you look at the retailers that are sort of female-focused, and a lot of those retailers crossover with our demographic in the female space. So, high-low, it’s perfect spot for us.”
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