And instead of re-working its design to fit trends or find a new audience, Crocs’ recent success stems from its decision to accept its divisive nature, and instead focus on existing love for the brand.

After hearing how healthcare workers needed shoes that were “easy to clean, easy to put on and off and comfortable”, for example, it rolled out its ‘Free Pair for Healthcare’ initiative. So, with sustainability paramount for younger consumers (a core target demographic for the brand), Crocs is stepping up its own commitment to the environment.To celebrate Pride in 2020, for example, the brand teamed up with model and actor Ruby Rose to release a pair of rainbow-coloured Crocs (also making a donation to LGBTQ+ charity GLAAD in honour of the campaign). Since the discontinuation of Google Glass back in 2015, the wearables market has focused on smartwatches and fitness trackers. This saw Crocs give away 860,000 pairs of shoes in 45 days, contributing to growing awareness of the brand (and relevancy of its product) during the pandemic.

Crocs is not the only brand to see ecommerce growth during the pandemic, of course, despite the wider business challenges. Jibbitz are charms developed by Crocs that depict images, letters, sayings, characters and bits of pop culture that can be mounted on a post to pop into the holes of Crocs.From the bottom of our hearts, thank you for all you do to keep our communities comfortable in their own shoes. This site is protected by reCAPTCHA Enterprise and the Google Privacy Policy and Terms of Service apply. Crocs has also set out its aim to become a 100% vegan brand by the end of this year, as well as to find sustainable alternatives to current packaging, and set up recycling and re-commerce programs.

In the same conversation, Cooley explained how Covid-19 enabled Crocs to ramp up its ‘consumer-first’ approach. High Quality Sound: Despite its small size, the Forte Speaker delivers high quality sound that will impress you and those around you.Crocs had a surge in interest in 2020 during the start of the Covid-19 pandemic, with people adopting the shoe into their day-to-day. Commenting on the partnership, CEO Andrew Rees said during the 2021 ICR Conference that “it allows our brand to be relevant to a broad variety of consumers and in a broad variety of purchase occasions, so it’s a really important part of our business. In just a week, Crocs generated 100,000 followers, with 45,000 videos created within 36 hours of the challenge’s launch. A prominent example of this is the ‘Crocs Jibbitz Personaliser’– a digital tool that enables consumers to personalise Crocs with Jibbitz shoe charms.

Consequently, Crocs has raised its full-year guidance, with revenue now expected to increase between 60% and 65% in comparison to 2020. One of the main reasons for this is Crocs’ strategic (and surprising) series of collaborations, which range from the rapper Post Malone to luxury brand, Balenciaga.A good example of a brand who has adapted its marketing strategy, transitioning to digital, but without forgetting its core values and its positioning. LRUK (Retail) Limited t/a La Redoute, is authorised and regulated by the Financial Conduct Authority. The result is a shoe that looks, feels and functions exactly like the Crocs consumers know and love, but with less emissions. It was through this that Crocs discovered it was going viral on TikTok (even before the brand joined itself), with popular challenges including the ‘Shaving Cream Challenge’ and the ‘Crocs Shoe-Throwing Challenge’ gaining traction on the platform.