Converse Inc Technological issues

Converse Inc’s technological problems can be divided into two categories: manufacturing and retailing. When it comes to technological innovation, the corporation confronts stiff competition from companies like Adidas, Puma, and New Balance. Nonetheless, since Nike purchased Converse, the company has been steadily developing, but further modifications are expected to make it a competitive brand in and outside of the US market. Globalization has changed the way corporations conduct business, and technology is the most structural characterization of the concept. Currently, all parts of organizational structure are governed by technology. Not only is it through technological tools that companies strive but their ability to structure their goals. Companies’ long and short term goals need to be emphasized through technological innovations across all sectors of the market industry. Therefore, looking at Converse Inc Company over the years, their business model, manufacturing, and supply chain models, as well as target market will help in understanding the technological issues limiting their success and rich history in the American market.

Converse Inc manufactures its products both domestically in the U.S and internationally as well. The Chuck Taylor All-Star shoe as it has been branded over the years is a symbol of the American Pop culture. Hence, the need to solely base production in America is crucial; however, the production must be able to meet the manufacturing standards of its competitors. Some of the technological challenges in the sector are as follows:

Printing

While other manufacturers use ZPrinters, the company is still committed to its ABS printing technology. ABS printers are known to have numerous challenges due to old technological designs (Jimenez & Kolsun, 2014). These issues are too expensive to mitigate thus the need for modern tools within the manufacturing industry of the country. Before 3D printers converse designs would have to communicate with each as well as overseas colleagues through sketches or 2D images on CDs. Hence, the production of prototype footwear themselves was an expensive ordeal made worse by the lack of adequate printing models. Language barriers and imprecision of sketched-out ideas required teams to fly out for further finalization of already expensive prototypes with the cost of $12,000 per person being too overwhelming.

Inability to Evolve with Current Innovations

Chuck Taylors are the essence of the Converse brand and the biggest problem with the brand is its failure to update and attract the interest of the evolving present generation. In nearly 100 years since the brand was introduced to the American market, consumers have complained a lot regarding comfortability of the footwear. Its lack of innovations to attract a broad range of users across the age spectrum has also been questioned over time. The chief complaints from customers of the footwear are mostly on the shoe’s cushier sole which has been termed as uncomfortable and rigid (Krupnick, 2015). Other competitive companies such as Nike which is the parent company of converse are known to use top technology in their footwear, and it is time Converse did the same. Rather than the use of thin flat soles, the introduction of lunarlon technology courtesy of Nike has put a smile on loyal consumers of the brand, but they still demand more creativity and innovation in other aspects of the brand.

Lack of Technology Platforms

Converse Inc biggest technological issue apart from the production of the shoe and materials used is its inability to capitalize on the market through digital interaction platforms. At some point in the 50’s and 60’s Converse brand were the most recognizable brands in the American Basketball College and professional league. At the moment the market of converse in the U.S alone is 3%. Other brands such as New Balance, Nike, Under Armor have gone on to become household names in the American footwear industry due to clever marketing campaigns through embracing digital media platforms such as social media. At the moment, converse All-star’s are more common with youthful subcultures and have lost all relevance in the athlete and sports industry.

Limited Preference

Innovation in the market industry is all about giving consumers the decision to choose from a wide variety of products. Sportswear companies such as Nike which have grown to dominate the industry offer such preferences to suit the profitability of its products across all market sectors. Converse Inc is known to neglect the idea of producing shoes with wide, customizable fitting and size options to appeal a huge market industry. Otherwise, the company has opted to stay loyal to its original shoe customs thus closing the door on its expansion but at the same time retaining its originality (Green, 2015). The cost of technological innovations is to attract more clients and is usually driven for productive purposes. Converse has been able to limit innovative ideas such as increasing its customization to a wider audience but is still able to perform in a very competitive market industry.

Limited ability to changing fashion or technology demands is another weakness of the company. Most footwear apparels have been forced to change their products to accommodate the fashion and technological industries of the present age. Since the inception of Converse Inc, the shoe has been locked into a set look and has never shifted its creativity or market preference which is both a strength and weakness.

Cost of Originality

The downside of technological innovation is that it is dynamic and less static. Therefore, originality of products usually tends to subside as more and more changes are brought into a company’s organizational structure. Adhering to the original design of the Converse shoes, the Chuck Taylor’s has made the corporation innovativeness wanting. Although changes have been witnessed and innovations are seen within the company’s structure, originality of the group and its willingness to stick to the designs of the original footwear has significantly impacted any chances of radical innovations within the production line of the footwear.

Inadequate Competitive Drive

It is through basketball that Converse became a household brand in the U.S. Adoption of technology requires a competitive edge to outdo other key players in the sector. Converse has been unable to create a competitive sports gear brand and this coupled with less marketing options within the industry itself with competent sports franchises has made the corporate less marketable. Converse has a long history with the Basketball sports franchise and the need to keep elements that characterize the brand while evolving into a competitive sports gear needs to be embraced in its logo, brand and colors.

References

Green, D. (2015). Converse ignored one glaring problem in the redesign of its best-selling shoe. Business Insider. Retrieved 5 March 2017, from http://www.businessinsider.com/why-the-chuck-taylor-all-star-ii-isnt-worth-the-hype-2015-7?IR=T

Jimenez, G. & Kolsun, B. (2014). Fashion law (1st ed.). New York: Fairchild Books.

Krupnick, E. (2015). Converse Finally Went and Fixed the Biggest Problem With Chuck Taylors. Mic. Retrieved 5 March 2017, from https://mic.com/articles/122833/converse-just-fixed-a-big-problem-with-chuck-taylors#.0yY8MVeNf