The Crocs revolution: from seriously daggy to a fashion staple

I recently sat down with Jill Absolom to unpack a brand that has flipped from being known for daggy gardening shoes, to a trendy footwear brand that is gracing fashion runways and celebrity wardrobes.

In 2002, Crocs was born, introducing an innovative shoe which was made to be worn on land and water. Their annual revenue was 1.17 million in 2003, but they have seen a massive spike over the last few years, with annual revenue now sitting at 3.55 billion. Crocs are now seen on fashion runways and are worn by celebrities such as Justin Bieber. They are still a popular choice for those needing a comfy gardening shoe, but they are also a crowd favourite amongst Gen Z (those born between the mid-1990s and mid-2010s).

How have they maintained the same shoe design but transformed their brand perceptions? As a curious millennial, I was eager to unpack the Crocs brand strategy to better understand how they have become a fashion staple.

The comfy fashion trend

In the 2000s, we were brainwashed by the "fashion is pain" mindset, from ridiculously high heels to tight dresses and everything in between. But these days, fashion trends started by the next generation prioritise comfort. Maybe this was sparked by the pandemic or it's simply a trend, but baggy tracksuits and bright Crocs are no longer something you wouldn't want to be caught in. Research reveals that 81% of people now make comfort their top priority, ahead of cost or style which has likely been a helpful movement for the Crocs revolution.

Creative collaborations

When style icons like Justin Bieber slip into something as casual as Crocs, you can bet your last dollar that fans will soon follow. These endorsements have been pivotal in propelling the brand from ugly to mainstream. Crocs has created limited edition styles that have been made specifically with big-name celebrities which has created a huge buzz online.

Post Malone has designed several Crocs with his designs selling out in minutes. His Chinatown market Croc is now reselling, for around $400, which is pretty wild considering the type of shoe that we're looking at.

As well as celebrity collaborations, Crocs have partnered with big brands such as KFC and Taco Bell, allowing fans the opportunity to take their passion to the next level. In 2021, Crocs created a campaign with Hey Honey for Pride Week, celebrating all identities and highlighting that gender is fluid, that queerness is a spectrum and encouraging everyone to live comfortably in their own shoes. Crocs has cleverly leveraged the power of collaboration to engage its audience and amplify its unique message.

Avenues for self-expression through personalisation

Gen Z's hunger for unique expression has also found its match in Crocs. This brand has created clever ways for its customers to customise their shoes and explore self-expression.

We all crave personalisation when interacting with brands. We want our emails to be personalised, ads to be tailored to our needs, and brands to treat us like humans rather than another transaction. Brands such as Frank Green allow their customers to personalise their products through monogramming, but Crocs has taken it to another level.

Crocs acquired Jizzbits, a company that sells fun, symbolic and sentimental charms, with these quirky charms now allowing Crocs customers the option to completely personalise their shoes. They have hundreds of charms available, from hamburger charms to Harry Potter charms and Willy Wonka collections. It's a great way for customers to express individuality, and it seems to be working!

Commitment to the planet

By pledging to reduce carbon emissions and go vegan with their products, Crocs aligns with eco-conscious consumers, cementing its relevance in the modern world. On the Crocs website, they share a vision 'to create a more comfortable world for all' including 'comfort for the planet, comfort for our communities, and comfort for the people'.

Crocs is an innovative brand with a strong purpose, but the way it communicates its message is what stands out to conscious consumers. Their consistency in being a 'comfort' brand flows across the values, mission and purpose, as well as their brand designs and supporting messages. It's an effortless brand message that immediately resonates with their customers who care about comfort for themselves, others and the planet.

What can small businesses learn from the Crocs revolution?

While Crocs is a successful global company, the principles behind its success can be applied to the small business world. So, what can you learn from the Crocs brand strategy?

1. Stand out in ways that haven't been done before

From the very beginning Crocs created an innovative and unique shoe and since then has been finding ways to further innovate and personalise which makes the brand stand out in their industry. You don't have to be the prettiest or even the very best in your space, but if you can find a unique pocket and nail it, you'll be on your way to creating a stand-out brand. Once you know what your uniqueness is, you need to own it. Crocs has always owned the fact that they are a comfy option that isn't traditionally stylish. They never tried to shift away from the original design or their purpose.

2. There's power in partnerships

Partnerships, when done right, can infuse new life into your brand. The reality is that as a small business, you won't be collaborating with Justin Beiber, but you can still be extremely strategic in the way that you collaborate with other brands. Think about brands that you can team up with to improve your customer experience and amplify your message. Maybe you could team up with another supplier, work with a sponsor or create an event with other industry leaders. Collaborations and partnerships are the perfect way to tap into new opportunities without needing a huge marketing budget.

3. Personalisation is the future

Take personalisation to the next level by involving your customers and clients in the brand experience. Create ways for your customers to make your product their own. It could be through customisation options or simply encouraging them to use your product in their unique way. Take a lesson from Florence Gelato in Canberra, where they are asking their community to come up with flavours for their ice cream. Personalisation is the best way to speak to your customers in an impactful way and it will allow them to feel connected to your brand, in a way that no one else can.

Is Crocs a trend or does it have longevity?

Predicting the future, especially in the world of fashion, is not easy. But Crocs seems poised to adapt and innovate when they need to. They stay true to their purpose, listen to their customers and are not afraid to try things that haven't been done before which will likely mean that they are not going away any time soon. But only time will tell.

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