As part of VM-unleashed’s 10th anniversary year we take a look back at some retail milestones from the last decade and explain why each store’s message is as relevant for us today as it was then.


Converse flagship store, New York City

“Converse know who they are!

The key to brand success in 2013 is the commercial and emotional maximisation of the brand personality. Converse is the best example of taking an iconic product and bringing it to life through celebration of the classics, adaptation to new trends, celebrity, cultural and creative endorsement and collaboration and personalisation for customer empowerment. Make the most of what you have!”


Often retailers and brands move on too quickly in an attempt to exploit unfamiliar waters and markets which is really difficult to do for even the strongest of brands, whilst not fully maximising the potential of their core proposition.

10 years on and Converse is as popular and as commercial as ever through a constant re-invention of its core sneaker proposition. The brand has a perpetual appetite to bring the product story to life through both its history and its relevance to today’s customer with new fashion statements and cultural collaborations. Simply the Converse customer loves the product and just wants it to remain “cool” and desirable in their current social network.

It takes imagination and passion for a product to continually see creative opportunities to re-invent it, to the extent where the excitement at every conception lives at breathes at every customer touchpoint.

Converse are masters at remaining relevant without trying too hard.


converse-relationship-trips-down-memory-lane converse-relationship-personal-touches converse-relationship-customised-merchandise


Are you an established retailer that has lost its place, its proposition or its passion?

Are you a new business looking to convert a passion into a product and into a retail concept?

VM-unleashed continues to help a variety of retailers and brands across a range of categories to maximise their retail potential both through improving operations and communicating emotional propositions; balancing pragmatism with passion for profit.

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Look out for more retail milestones as our 10th anniversary year continues.