In the world of fashion and footwear, trends come and go in a blink. Brands that are all the rage today can lose their luster tomorrow. However, some brands manage to defy these oscillations, rising from the ashes like a phoenix. One such brand is Crocs, renowned for their quirky clogs. This article explores how Crocs staged a remarkable comeback by employing an ingenious marketing strategy.
The Genesis of Crocs
In 2002, a distinctive shoe was born, capturing the interest of many, especially Northeasterners who enjoyed boating or gardening. This footwear, known as Crocs, prioritized comfort and utility over aesthetics. The clogs, characterized by their anti-slip heel and ventilation holes, soon gained popularity among people in professions requiring comfort and reliability, such as kitchen staff and healthcare workers.
The Initial Boom
By 2006, Crocs had repositioned itself as a brand that was eco-friendly, practical, and appealing to a wide audience. This shift from a niche market led to a substantial increase in the brand’s fourth-quarter revenues – a whopping 236% rise to $112.9 million from $33.6 million the previous year.
Falling Out of Favor
Unfortunately, the allure of Crocs began to fade. Concerns about the loose-fitting heel strap potentially causing foot problems emerged. Consumers also started to find the unchanged, practical design monotonous. In less than a decade, the brand had experienced a roller-coaster ride of rising and falling popularity.
The Crisis
In 2018, Crocs announced the closure of all its manufacturing facilities and 160 retail stores. The brand’s CFO resigned, and it looked like Crocs was on the verge of extinction.
The Turnaround
But the tale of Crocs was far from over. When CEO Andrew Rees took over the reins in 2017, he was well aware of the uphill task he faced to revive the brand. He shifted the brand’s focus towards “clog relevance and sandal awareness.”
This strategic retargeting successfully introduced Crocs to a new generation of consumers, transforming the clogs from being merely functional to being considered fashionable. Thanks to this courageous move, Crocs went from being on the brink of bankruptcy to a stylish, “must-have” footwear brand.
Celebrity Endorsements
The brand’s resurgence was further propelled by endorsements from popular music artist Post Malone, who not only sang about “… thousand dollar Crocs” in his song “I’m Gonna Be” but also collaborated with the brand to create several new shoe designs. One of these designs sold out in less than two hours.
Rising From The Ashes
In the two years since Rees took over, and less than a year after the announcement of manufacturing and store closures, Crocs has risen to be the 13th most popular footwear brand, up from 30th in 2017. The brand has also collaborated with renowned designer Vera Bradley and other designers.
Embracing a New Audience
From appealing to boat-enthusiasts and gardeners in 2002 to captivating the VSCO girl fans of today, Crocs has masterfully demonstrated the art of retargeting.
So, the next time you see a pair of Crocs, remember the incredible journey of this quirky footwear brand. It’s a testament to the power of targeted marketing and the importance of adapting to the evolving demands of consumers. In the end, the rise, fall, and resurgence of Crocs is truly a tale of marketing triumph.
“lila crocs” by loop_oh is licensed under CC BY-NC-SA 2.0.