Crocs’ Success Well Explained

That they’ve established themselves as the quintessential pandemic shoe doesn’t surprise us, but Crocs They didn’t stop at the lockdown: According new York Times, sale of Crocs Are Up 200% Since 2019 And Show No Signs Of Slowing Down, How is it possible that a shoe that is unanimously considered the epitome of bad taste has achieved a success that can be sustained despite the restoration of normality?

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Why are they back in vogue?

An essential premise: fashion has a weakness for the aesthetically unattractive community-recognized accessory. Incorporating an element of questionable taste into your look, in some cases even anti-fashion, is a bit of experimentation and a bit of a declaration of intent, it’s like shouting to the world that you don’t take yourself too seriously, a coolness Infused with irreverence that is fundamentally a question of knowing how to mix high and low, trendy and questionable, a kind of ideological height beyond pre-established trends and rules of good taste. In short, The anointing of “ugly” in fashion is often not an act of intellectual provocation.as thought teaches ugly chic Carried forward by Miuccia Prada in the 90s. Birkenstocks are another clear example of a shoe without infamy and praise—if not simply “ugly”—that has become rife with a whole range of meanings over the decades that contributed to creating it. manifesto of thorough thinking, which today has a lot to do with a Style Easy and a holistic lifestyle,

The mechanism driving Crocs’ success goes something like this. During the pandemic, many consumers have resurrected them for household activities. Sharing without filters or shame of lockdown outfits On social media he steered clear of them and, eventually, continued to wear them after everyday life resumed and began to represent a markedly more upright and relaxed outlook. In general, the rebirth of UGG from the ashes helps us understand how the pandemic has led change in attitude When it comes to fashion, we are least prepared to compromise on comfort and why not, even more self-deprecatingly.

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Unlike other brands such as Peloton, Etsy and Zoom, which have seen an unfortunate drop in market value after pandemic peaks, Crocs’ share price has risen 167% since the start of 2020 and posted annual sales growth Is. 200% compared to 2019, What’s more, in its ambitious growth plan, the brand is expected to exceed $5 billion in revenue in three years. At the heart of everything is a very strong marketing strategy aimed at creating a real community by focusing on social and youth language, with many meme and to support emoji, and above all social presence – With thousands of followers on Twitter, TikTok, Instagram and Facebook to prove it – which he definitely has conquered gen z, The introduction of new models in the future plans, with more investment expected more variety in the offerinfluencer marketing and in partnerships With other brands, as well as expansion into growth markets such as India and Southeast Asia.

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collaborations and celebrities

It is the collaboration with brands and celebrities, the growth of which is not surprisingly part of the brand’s future objectives, that has been instrumental in expanding the range of action towards new niches. Already in uncertain times, ie in 2016, the brand collaborated Christopher Kane Bringing your iconic model to the catwalk and adorning it with colorful gems for a glitzy twist, just for the occasion. Crocs joined forces with it in 2017 balenciaga, from boots to sandals, features an ironic high-heeled reinterpretation of the Crocs clog followed by other models. was one of the most recent and influential salehe bembury, which has completely reconfigured the classic Crocs clog by substituting the dramatic concave nubs for the typical round holes. However, the strongest link remains with celebritiesIn recent years, Crocs has actually launched quite a few limited edition collaborations with singers, rappers, and artists. From Justin Bieber to Post Malone to SZA to Bad BunnyAs a result, he immediately broke the hearts of even his closest followers.

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does not mentionendorsement By celebs in their everyday looks: Pharrell Williams, Nicki Minaj, Heidi Klum, Ariana Grande These are just a few of the stars who have revealed themselves to be fans of Crocs. And if it probably doesn’t surprise us to see them in the off-duty outfits of models, actresses and singers, there are people who have shown themselves to be so passionate about the brand that they’ve even worn them on the red carpet: Musicians Questlove appeared at the Grammys Wearing a pair of Crocs in black, two years in a row in 2021, with an innovative design in collaboration with Saleh Bembury, and in 2022 in a more traditional but gold-coloured version. And on the other hand, expanding horizons to other models as well, a photo of Jennifer Lawrence in beach flip-flops under an evening dress at the Cannes Film Festival recently doing the rounds on the web, testifies to the fact that How is this desire for authenticity now taking over.

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How do they carry themselves?

Let your imagination run wild: Street style teaches us that Crocs can be extremely versatile. worn in Looks full of minimalist printsdecorations and contrasting colors can perfectly embodyaesthetics weird girlwith Simple white T-shirt and baggy jeans Low-waisted effortlessly cool, in black and adorned with studs and spikes They May Have Turned Into a Punk Accessory, But They’re Perfect With One Too oversized blazer and tailored trousers Tone down and add a touch of the unexpected with a loose cut.

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