Crocs: Redefining The Cool Factor
UNRAVELING THE JOURNEY: CROCS' SURPRISING EVOLUTION
Established in 2002 as a boating shoe, Crocs unexpectedly found favor among nursing staff owing to its unparalleled comfort and associated medical benefits. This unanticipated shift in clientele set the stage for a unique narrative, where the union of Crocs and fashion initially seemed improbable.
Against the odds, the trajectory changed dramatically post-2017, marked by collaborations between the Colorado brand and prominent fashion labels. This unexpected partnership catapulted the once-dismissed "unaesthetic" shoe into the fashion realm, defying conventional expectations. Consequently, this unlikely fusion opened a fresh avenue of possibilities, extending the reach of Crocs to a broader and more diverse customer segment. The brand, once relegated to functional niches, embarked on a transformation, transcending its utilitarian origins and positioning itself at the intersection of fashion and comfort.
NAVIGATING THE CHALLENGE: REDEFINING CROCS' CONSUMER APPEAL
Crocs faced a distinctive challenge associated with its consumer product categorization. Traditionally deemed a convenience item due to its enduring properties and the prevailing perception linked to professions that demand prolonged standing, Crocs found itself confined to a category characterized by infrequent purchases—a "shopping product".1
STRATEGIC MOVES: CROCS' JOURNEY INTO COLLABORATION
Since 2017, Crocs has actively engaged in impactful collaborations2 spanning a spectrum of domains, including renowned fashion labels such as Christopher Kane and Balenciaga, streetwear brands like Alife, PLEASURES, and Chinatown Market, as well as creative partnerships exemplified by the unexpected alliance with KFC3 and endorsements from popular music icons like Post Malone4, Bad Bunny5, and Justin Bieber6. Additionally, the brand has ventured into collaborations with contemporary artists such as Takashi Murakami7.
According to Michelle Poole, Crocs' president, collaborations are not mere alliances but must carry significance. She emphasizes, "Our clog serves as a blank canvas that can fuel the latest trends or conversations. This is why we think we’re becoming more relevant in the streetwear space."8
This strategic approach has borne fruit, leading to a seismic shift in consumer perception. Beyond being a mere convenience product, Crocs has emerged as a symbol of innovation and purposeful associations. The high-value collaborations have propelled the brand into the spotlight, aligning with the ethos of "come as you are" that Crocs endeavors to portray.9 The limited-edition merchandise has not only showcased innovative designs but has also established Crocs as a brand with a distinct and inclusive identity, resonating with a diverse audience.
You love us or hate us – and that’s OK because that means you’re paying attention to us.
THE FORMULA BEHIND CROCS' SUCCESS
Crocs recognized the need to expand its consumer base and identified a unique strength to leverage—its distinctive design. Despite its initially deemed unaesthetic appearance, Crocs ingeniously aligned itself with the prevailing fashion trend that champions the "uncool." This shift is exemplified by the satirical artistic direction epitomized by Vetements, who notably collaborated with DHL in 2018.
Over the past five years, the fashion industry has deliberately cultivated an image of the "uncool" or the "too cool for school," weaving layers of cultural appropriations, including high/low and subcultures. This departure from the traditional fashion image extends to social trends such as body positivity and social inclusion. Similarly, pop culture witnessed a shift in 2020, with the cancellation of the Kardashian show and the launch of Paris Hilton's reality-based documentary, reflecting an audience demand for authenticity and "realness."
Crocs astutely harnessed the appeal of the "unpopular" by embracing concepts like rarity, uniqueness, and rebellion, perfectly encapsulating the spirit of 2020 and likely extending into 2021. The brand deliberately positioned itself as controversial, inviting both love and hate for its perceived "ugliness." This strategy resonates particularly well with younger generations, who appreciate the brand's bold and rebellious stance.
Despite this evolution, Crocs remained mindful of its roots and launched the "A Free Pair for Healthcare" program in 2020. This initiative involved donating free pairs of Crocs to medical professionals, demonstrating a commitment to social responsibility. Michelle Poole's insight that Crocs serve as a "blank canvas that can fuel the latest trends or conversations" solidifies the brand's competitive edge. This adaptability positions Crocs well in the dynamic market, ensuring it stays attuned to the ever-changing landscape of consumer trends.
Image credits (order of appearance):
(1) Crocs and Post Malone collaboration
(2) Crocs and Alife collaboration
(3) Crocs and Balenciaga collaboration
(4) Crocs and Bad Bunny collaboration