There are few hemp products that have had as much success as Converse hemp shoes. Many hemp products have encountered difficulty entering mainstream culture, and this is where Converse hemp shoes have been able to break away from the pack. Despite the stigmatism associated with hemp product in the United States, Converse hemp shoes have been highly advertised on television and are owned by a remarkably high number of people. The usual market for hemp products can be classified as ‘hippies’. However, they are not they made consumer of Converse hemp shoes. Rather, Converse hemp shoes have been associated much more with the ‘hip hop’ scene. This market is much bigger and has allowed for a much higher level of success for converse hemp shoes.
The key to be able to reach this market for the Converse hemp shoes was their advertising strategy. Unlike most hemp products, the Converse hemp shoes did not focus on the fact that they were made from hemp (although they did not hide this). This allowed other market segments to find appeal in Converse hemp shoes. The general look of the Converse hemp shoe was much more in line with the hip-hop style, making this market its natural target. Once a few prominent figures in this scene were seen wearing Converse hemp shoes, the product became a sign of their style. As this sign became more popular, more and more people wanted to mimic this style and thus purchased Converse hemp shoes. It is unfortunate that other hemp products have not copied the strategy of the Converse hemp shoes in order to gain more widespread popularity.
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