VS22: The Triumphant Return Of Crocs

Of all the “uncool” brands that have recently made their way into the cultural zeitgeist, Crocs is among the most unexpected(Danny Parisi, Glossy Magazine)

In the world of fashion, trends come and go, but sometimes a brand manages to make a remarkable comeback. One such brand that defied the odds is Crocs. Once known for their polarizing appearance, Crocs has made a resurgence in recent years. This post explores the journey of Crocs and how their rendition of value selling played a crucial role in their climb back to relevance. [Author note: Having spent many years in the fashion space followed by a tour of duty in consumer marketing, this story is of particular interest to me 😁 and I hope to you all as well. And there are so many great takeaways for B2B'ers]

Why Did They Practically Disappear?

Crocs initially gained popularity in the early 2000s, with their unique and comfortable clog-style footwear. However, as time went on, the brand faced significant criticism for their unconventional design, often being labeled as "ugly" or "unstylish." This negative perception led to a decline in sales and a tarnished reputation. Here is what happened.

❌Saturation in the Market: At its peak, Crocs became immensely popular and gained widespread adoption. However, as the market became saturated with similar-looking clog-style shoes, the novelty and uniqueness of Crocs began to fade. The market became crowded, making it harder for Crocs to stand out.

❌Perception of Fashion: Crocs have often been associated with comfort rather than fashion. While they were initially embraced for their comfort and functionality, the perception of Crocs as a fashionable footwear choice declined over time. Some consumers started viewing them as unstylish or unfashionable, leading to a loss of interest.

❌Negative Brand Image: Crocs faced criticism and negative perceptions from some consumers and fashion critics. They were often considered as "ugly" or "uncool" by certain segments of the population, which affected the brand's image. This negative sentiment impacted their popularity, particularly among style-conscious individuals.

❌Shift in Consumer Preferences: Simply put, they were 'out'. Fashion trends are constantly evolving, and consumer preferences change accordingly. As styles and footwear preferences shifted, Crocs struggled to keep up with the changing demands and adapt to the evolving fashion landscape. This shift in consumer preferences played a role in the decline of Crocs' popularity.

❌Lack of Innovation: While Crocs initially gained attention for their unique design and comfort, the brand faced criticism for a lack of innovation and variation in their product offerings. Consumers were looking for new and exciting designs, materials, and collaborations, which Crocs didn't consistently deliver.

The Comeback

Embracing the Value Proposition:

Instead of succumbing to the criticism, Crocs decided to focus on their core strengths and value proposition. They recognized that their shoes provided unparalleled comfort, durability, and functionality. By emphasizing these qualities, Crocs aimed to position themselves as a brand that prioritized comfort and practicality over conventional fashion norms. So, they narrowed down the value prop to emphasize the brand's strengths.

Innovation + Collaboration:

To revitalize their brand image, Crocs sponsored influencer-created content on social media platforms. They collaborated with influencers who had a strong following and engaged audience, and sponsored posts where influencers would showcase Crocs in a creative and authentic way. This strategy allowed Crocs to tap into the influencers' established credibility and reach, leveraging their influence to promote the brand and generate interest among their followers.

This allowed them to tap into new markets and showcase the versatility of their products. Collaborations with Justin Bieber, Post Malone, and Balenciaga brought Crocs into the spotlight, attracting a younger and trend-conscious audience. These individuals were chosen based on their relevance to Crocs' target audience and their alignment with the brand's values and image. Brand ambassadors would regularly feature Crocs in their social media posts, showcasing how they incorporate the shoes into their lifestyle and fashion choices. This partnership helped to create buzz, increase brand visibility, and shape the narrative around Crocs as a trendy and fashionable choice.

Crocs actively engaged with their audience on social media platforms like Instagram, Twitter, and Facebook. They responded to customer comments, inquiries, and feedback promptly, fostering a sense of connection and building a community around their brand.

Expanding Product Offering:

Crocs expanded their product range beyond the traditional clog-style shoes. They introduced new designs, including sandals, sneakers, and boots, catering to different consumer preferences and fashion trends. This diversification helped them widen their customer base and appeal to a broader audience.

Leveraging Social Media:

Similar to Liquid Death(see VS#4),Crocs leveraged the power of social media to connect with their customers and shape their brand narrative. They actively engaged with their audience, encouraged user-generated content, and showcased real-life stories of people enjoying their products. By cultivating a vibrant online community, Crocs successfully repositioned themselves as a trendy and inclusive brand. From sandals to sneakers, the brand was looking to target the attention of Gen Z who has become attributed to the brand’s vision. Crocs allowed influencers and celebrities to take over their social media accounts for a day or a specific campaign.

This strategy gave the influencers creative control over the content, allowing them to share their experiences, showcase their personal style, and highlight how they incorporate Crocs into their everyday lives. Influencer takeovers provided a fresh perspective and expanded the reach of Crocs' social media presence, while also shaping the brand narrative by associating it with the influencers' image and lifestyle.

Crocs actively engaged with their audience on social media platforms like Instagram, Twitter, and Facebook. They responded to customer comments, inquiries, and feedback promptly, fostering a sense of connection and building a community around their brand. By actively participating in conversations, Crocs showed their commitment to customer satisfaction and cultivated a loyal following.

Embraced Sustainability:

In recent years, sustainability has become a key consideration for consumers. Crocs recognized this shift and incorporated sustainable practices into their manufacturing processes. They introduced a line of shoes made from recycled materials, demonstrating their commitment to environmental responsibility. This move resonated with eco-conscious consumers and added to the brand's value proposition.

The Power of Comfort:

One of the core reasons for Crocs' resurgence is their unwavering focus on comfort. In a fast-paced world, where people prioritize comfort without compromising style, Crocs positioned themselves as a practical and reliable choice. This emphasis on comfort, combined with their innovative designs, helped them regain the trust and loyalty of consumers.

Giveaways and Contests:

Crocs partnered with influencers and celebrities to run giveaways and contests on social media. These collaborations encouraged their followers to engage with the brand and participate in the contests by following both the influencer and Crocs' social media accounts, liking and commenting on posts, or sharing content. By offering prizes that included Crocs products, Crocs attracted attention, increased their social media following, and reinforced their brand narrative.

Behind-the-Scenes Content:

Crocs provided behind-the-scenes glimpses of their brand and manufacturing processes through social media. They shared videos and photos showing how their shoes are made, their commitment to quality, and their dedication to sustainability. By providing this transparency, Crocs built trust with their customers and reinforced their brand narrative(value proposition?) of reliability and authenticity.

Trend-Driven Content:

Crocs tapped into current trends and pop culture references through their social media content. They created posts and campaigns that related to popular events, memes, or viral challenges. By staying relevant and incorporating these trends into their content, Crocs showcased their brand's adaptability and captured the attention of a younger, trend-conscious audience.

Phew! By employing these strategies, Crocs successfully emphasized their value proposition, focusing on comfort, functionality, durability, and sustainability. These efforts helped reshape their brand image, attract new customers, and regain popularity in the market.

Conclusion:

The revival of Crocs is a testament to the power of marketing and selling across numerous channels, digging in on product strengths, and focusing on ideal customer profile. The word that hits me is CREATIVITY. Next one is EXPERIENCE. Two $1000 words in B2B today. So Crocs, by embracing their unique value proposition, leveraging collaborations, expanding their product range, embracing social media, and incorporating sustainability, successfully transformed their brand image and regained popularity. Their comeback serves as a valuable lesson for brands to stay true to their core strengths, adapt to changing consumer(read, Buyer) preferences, and focus on delivering value to their customers.

Dan Sixsmith is SVP, Value at Mediafly, Inc and The Host of Sales Is King Podcast