New Balance On How Design Changes Around The World

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There’s a rather fascinating interview on sneaker culture blog Hypebeast with three New Balance product managers from Japan, USA and EMEA. They spend a lot of time describing the differences between consumer taste in different markets but what’s interesting, for us anyway, is that while the teams recognize there are some big differences between markets, it doesn’t really lead the company’s direction – the designers still do.

Robert Ward Lifestyle Category Manager, EMEA: It’s not necessarily something you notice or contrive on a daily basis but there is definitely a certain look and feel that comes from each of the regions. As far as the European stuff goes, I don’t know if it’s in the genes but in general the product that comes out of our division is seen as more tonal, maybe not as colorful as other regions. We tend to concentrate more on premium and quality materials and have a generally more conservative and sophisticated approach whereas Japan and the US will tend to be much more brighter, a lot more futuristic. But within each season, we let our designers’ imagination just run riot and we don’t narrow things down too much for them. Every season they’ll pick out a few designs for the range providing it fits in together with the overall tone of what we’re trying to do. A good example of that is the 576 Jacket Series.

Tetsua Surno, Lifestyle Product Manager, Japan: Our design is influenced very much from the Japanese market, but our brand core is very much like the United States and Europe. The Japanese market has a different approach from say the US market. Japanese sneakereheads are very interested in the detail, history and concept of the shoe. And as always the Japanese are affected a lot by Japanese street culture.

Carey Platto, Product Manager for Lifestyle, United States: It’s really very similar in the US. I think that Robert’s team has more of a consistent theme with the high end leathers and suedes and tonal colorations. Similarities for different products are associated with different channels of distribution and different levels of consumer. At the high end, products have one look and feel which is edgier and more trend driven and as you go down the ladder it gets more subdued and may utilize colors which are easier to wear everyday that you can buy for $60. I would say that in the US, we don’t have as consistent of a design theme as in the UK or Japan. We try to cater to the different levels as needed…. You can make short term limited edition trendy products, but it has to be true for what New Balance stands for both from our performance and design stand point. If we start chasing and trying to be something we are not, then people will realize that it is not authentic and will move away. I believe as long as we are true to ourselves and true to what our fans expect from us, then we’ll maintain longevity forever.

New Balance Interview: Around the World | Hypebeast

[With apologies to the blog that pointed us to this interview, who we can't remember was so no link back sorry]