Converse selling Dirty chucks
- Audrey Clarissa
- Sep 1, 2020
- 2 min read
It is usual for people who buy shoes and expect to get a new pair of clean and sleek shoes. Many also still prefer to opt from purchasing second-hand shoes and get a couple of ‘fresh out of the box’ shoes, despite the fact it is a more sustainable way to shop.
However, Converse has recently launched new shoes that are designed to appear dirty and filthy purposefully. Starting from the upper part, laces to the midsoles, it’s just full of gray color stains as if the shoes have been used for a long time. These shoes, named ‘ Chuck Taylor All Star Basic Wash,’ are retailed for £70, which in Indonesia equals IDR 1,3 million to IDR 1,4 million. It is far more expensive than the standard, cleaner pair of Converse shoes.
Converse claimed that the products are offered for customers to skip the “break-in period” to get their own classic Chuck Taylor vintage look.
This approach has indeed brought up a lot of pros and cons among the customers and internet people. Most of them said that they were surprised to see Converse’s decision to release the product. They felt this is like a joke. One of them was from the Twitter account @Micha_Frazer, which sounded questioning about the price of these shoes.
I think that Converse was trying to follow the customers’ demands and trends. As from what I observed, a lot of Converse consumers, including me, love to make the converse to look a little bit worn out by using it and get it all dirty. However, the fact that it is retailed higher than the original is just absurd for consumers. Consumers are disappointed and outraged for Converse’s action to make a profit unreasonably. This action that Converse took may result in losing customer’s loyalty. Therefore, this taught me as a future fashion marketer to research more about what the target market wants, needs, and demand from the companies or brand. Small steps in the industry are seen by many people and will result in something unbelievably wrong.
Barr, S. (2020). Converse sells Chuck Taylors purposely made to look dirty for £70. Retrieved 1 September 2020, from https://www.independent.co.uk/life-style/fashion/converse-dirty-trainers-vintage-chuck-taylor-all-star-basic-wash-a9628256.html
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