The Task Of CONVERSE Designers Is To Ensure That Chuck'S "Original" Looks Are Always There.

CONVERSE's Chuck Taylor All Star II released the new spring.

This is the first update since this classic shoe upgrade in July last year.

For the first time, the upgraded version of Chuck Taylor All Star II was released for use in the Nike Lunarlon technology, which was used only in football shoes and running shoes. The stamp part of the shoe Logo was cancelled, and some embroidery designs were used. Shoelace perforated areas became monochrome instead of silver; the duck tongue part was lined.

Reflective design is added to new products released today.

For those who love bicycles and skateboarding enthusiasts, or those who work on the roadside, this reflective design may be useful.

Yes, sneakers are still the same. These tiny changes are like CONVERSE's "buy one get one" for old customers.

The old version of Chuck Taylor has always been the evergreen tree in the shoe industry. It has created the world's sole sole shoe type sales record of 600 million pairs.

John F. Kennedy, Kurt Cobain and David Bowie are all fans of it.

Although no major changes have taken place in the 98 years, 40 designers still work in this brand.

In the past, the task of the designer was to ensure that Chuck was "original" while doing some simple color and pattern updates, or to be responsible for some cooperation.

"This is not an easy job.

We often talk about things together and don't mess up Chuck.

I have to admit that it's like a copy and paste job. "

CONVERSE designer Case said.

In 2014, CONVERSE finally decided to make some changes.

Because CONVERSE discovered what consumers wanted, not just some CONVERSE shoes that had updated colors and patterns, they had to find out why they bought second pairs or third pairs of CONVERSE shoes with 60 dollars and a dollar.

Therefore, the Chuck second generation should not only become a pair of good canvas shoes, or look cool, it must mean more.

Since Nike bought CONVERSE in 2003 for $305 million, CONVERSE has become an important product of Nike.

In 2003 alone, CONVERSE's annual sales volume was 200 million US dollars, 2015 years old, this figure increased to nearly 2 billion dollars, accounting for 6.5% of Nike's total revenue.

Each year, the brand's sales increase by an average of 15%.

Nike also continued to use CONVERSE's old management team, and designers also exchanged ideas.

For example, Chuck second took 18 months to develop and eventually used Nike's Lunarlon technology. The designer sampled the materials from NASA's spacecraft to make small materials.

They also developed 15 patches of logo shoes for CONVERSE shoes. They also held a debate on the length of the small metal hoop at the end of the shoelace.

They sought consumers, including art and skateboarding players, to investigate what details of the old Chuck Taylor are attractive and what designs need to be eliminated.

Case also took the whole team along with the rock band Zoax rock band to gather ideas.

You bet,

During the 7 month of last year, many people were careful to observe the old classic shoes.

Although many styles sell well, general feedback is also "comfortable", but more sharp comments are less willing to accept such changes.

"There's no doubt that Chuck II has lost some of the tuning compared to its predecessor."

The Verge commented, "it's not like the classic Chuck Taylor."

CONVERSE designer Silver said he needed to consider not to cater for popularity.

In the past year, he visited Nike's factory in the United States to learn new sports shoes technology.

"CONVERSE has just learned and

Dialogue.

Silver said.

Corinna Freedman, an analyst at investment banking BB&T Capital Markets, thinks that these changes in Chuck Taylor will make CONVERSE attractive all the time.

Jim Calhoun, chief executive of CONVERSE in 2011, told Bloomberg interview: "as a successful iconic product, the most fearful thing is change. I am talking about any change."

Becoming a classic may be the ultimate goal of a product.

But after the classics, whether to change or not, how to change is another question.

For CONVERSE, it seems that any change is stiff.

So what will CONVERSE do next? Do you have CONVERSE slippers or waterproof CONVERSE? Maybe not.