The Chuck Taylor MC18 Reinvents the Iconic Shoe
Justin Lam — November 6, 2018 — Fashion
References: esquire & fastcompany
Classic Converse shoes have remained wholly unchanged over the years but the Chuck Taylor MC18 now offers Converse fans a winter-proof offering. Sporting a thick and treaded outer sole, the shoe slightly resembles a utility boot but remains undeniably Converse. The upper portion of the Chuck Taylor MC18 retains the classic canvas material but features a thicker weight and more substantial construction to survive the harsh winters.
The Chuck Taylor MC18 is part of Converse's new strategy for reinvention, which began when Nike alum Davide Grasso was named as CEO. The new strategy aims to diversify Converse's portfolio, which previously relied heavily on the legacy of Chuck Taylor. The MC18 is just the first expression of this plan, as its unique design and winter-proofing helps define the brand as something new.
Image Credit: Converse
The Chuck Taylor MC18 is part of Converse's new strategy for reinvention, which began when Nike alum Davide Grasso was named as CEO. The new strategy aims to diversify Converse's portfolio, which previously relied heavily on the legacy of Chuck Taylor. The MC18 is just the first expression of this plan, as its unique design and winter-proofing helps define the brand as something new.
Image Credit: Converse
Trend Themes
1. Winter-proof Shoes - The trend of winter-proof shoes is on the rise, presenting opportunities for companies to innovate and offer unique, weather-resistant footwear designs.
2. Reinvented Classics - The trend of reinventing classic shoes, such as the Chuck Taylor MC18, presents an opportunity for companies to refresh their product lines and appeal to new consumer markets.
3. Diversification Strategies - The trend of diversifying brand portfolios can help companies rely less on legacy products and appeal to new consumer markets, as demonstrated by Converse's new strategy.
Industry Implications
1. Footwear - The footwear industry can leverage the trend of winter-proofing shoes and reinventing classics to offer new and innovative products, such as the Chuck Taylor MC18.
2. Fashion - The fashion industry can capitalize on the trend of reinventing classics by refreshing their product lines with new designs that appeal to consumers looking for a blend of familiarity and novelty.
3. Consumer Goods - Consumer goods companies can benefit from diversifying their brand portfolios by offering a wider range of products that cater to different consumer preferences, as demonstrated by Converse's new strategy.
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