Summary of Key Points
The once-trendy Converse and Vans sneakers, which were a must-have for young people, have lost their shine. The 2026 financial reports show a sharp decline in Converse's revenue and a significant drop in Vans' performance, indicating that these two former trend leaders have gradually faded from the list of preferred choices among younger consumers.
Detailed Analysis
1. Young People's Taste for Trends Has Changed — Classic Models Are No Longer Appealingly Fresh
In the past, young people wore Converse and Vans because they felt they were versatile and stylish, allowing them to express their individuality. However, today's trends favor something new and different: thick-soled dad shoes, domestically designed canvas sneakers (such as those in collaboration with Hui Li), and even more niche and unconventional styles that make them stand out. Converse's classic models (like the All Star) and Vans' Old Skool have remained unchanged for over a decade, and with so many people wearing them, they have become ordinary streetwear items. As young people want to avoid looking like everyone else, they no longer purchase these shoes.
2. How Severe Is the Performance Decline? — Financial Reports Reveal a Chilling Signal
While the news does not provide specific figures, terms like “sharp decline” and “significant drop” indicate serious problems. Converse's revenue may have decreased by more than 20% (a double-digit decrease in this industry), and Vans is likely in a similar situation. Compared to the years when these shoes were in high demand, not only have sales plummeted, but their status as trendsetters has also been overshadowed by domestic brands (such as Hui Li and Feiyue) and sports brands (like Anta and Li Ning's own canvas shoe lines), as well as emerging fashion brands.
3. Brands Have Lost Their Essence — Overcommercialization Has Damaged Their Cool Factor
After Converse was acquired by Nike, production was expanded to maximize profits, leading to the widespread availability of Converse products in supermarkets and e-commerce platforms. The brand's once-exclusive “trendy” image has faded, turning it into a common shoe that anyone can wear. Vans has faced similar issues with too many uninspired collaborations and a decline in quality (such as harder soles and more prone to peeling). Old fans feel the brand has lost its original charm. Young people seek coolness and uniqueness, and without these qualities, these brands are no longer appealing.
4. Young Consumers Are More Rational — Value for Money and Domestic Trends Are Becoming Popular
Today's young shoppers are more discerning when it comes to shoes. A Converse costs between $300 and $500, while Hui Li sneakers are much cheaper and still stylish, offering better value for money. The rise of domestic trends also means they prefer supporting local brands that they perceive as having cultural relevance and meeting Chinese aesthetic preferences. Comfort is another important factor; Converse shoes have hard soles that can be uncomfortable after prolonged wear, whereas many modern models feature cushioning and breathable materials.
5. Can They Make a Comeback? — Transformation Needs to Target Young People's Current Preferences
To regain popularity, Converse and Vans need to make changes: they could introduce styles that align with current trends (such as thick-soled canvas shoes with cushioning technology) or collaborate with popular IPs to create novelty. They could also adopt a “retro + innovation” approach by making minor adjustments to their classic models (like changing colors or adding details) to refresh them. However, the pace of fashion changes is fast, and whether they can successfully adapt to young consumers' preferences remains uncertain.
In summary, the decline of Converse and Vans is due to a combination of shifting trends, brand-related issues, and changes in consumer behavior. To return to the forefront, these brands must let go of their classic image and重新 understand what today's youth really want.