Bluetooth Speaker for Crocs - shoe charm, speaker, play music through phone to speaker on feet (Pink)

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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. In 2020 and again in March of 2021, Crocs also released limited edition styles in partnership with Justin Bieber and his own fashion label, Drew House. Commenting on the collaboration, Bieber said that Crocs are “comfortable, they’re fashionable, and most importantly it’s fun to bring your own style to how you wear them.” 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.

Crocs is more about functionality than fashion. 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. So, what has been the key to Crocs’ recent success, and what can we learn from it? Clever collaborations Today is the last day to enter the Free Pair For Healthcare giveaway! Head to https://t.co/7k7rtXNm2e at 12p.m. ET to request your free pair. Love them or hate them, Crocs have undoubtedly enjoyed something of a resurgence in the past few years. Seen on the feet of influencers and Oscar-attendees alike – as well as those who simply care more about comfort than style – the footwear brand has recently cemented its success with record earnings. Crocs recently pledged to become a net-zero company by 2030, along with the target of a 50% reduction in its carbon footprint per pair of Crocs shoes. To help it achieve this goal, Crocs is to introduce a new bio-based Croslite material into its product line, which it says it can do by “modifying its existing iconic product as opposed to creating a new and separate sustainable line. The result is a shoe that looks, feels and functions exactly like the Crocs consumers know and love, but with less emissions.” @crocs

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Today, we’re starting production on the shoe of the future, powered by a new bio-based material that’s just like the Crocs you’ve always loved. Crocs is not the only brand to see ecommerce growth during the pandemic, of course, despite the wider business challenges. However, alongside a spike in consumer demand due to contextual factors (like the need for comfort), Crocs also ramped up digital investment during this time to further build on consumer interest. A prominent example of this is the ‘Crocs Jibbitz Personaliser’– a digital tool that enables consumers to personalise Crocs with Jibbitz shoe charms.

At the same time, it just so happens that fashion has become more about streetwear and sportswear in the past 18 months, with the likes of Yeezy and Air Jordans also maintaining cult popularity in the footwear category. Crocs, with its eye-catching and pop-culture inspired designs, has gained fresh, cult-like status among young consumers in particular. Social media has been integral to Crocs’ marketing activity in recent years, with social listening enabling the brand to create reactive content based on current user trends and conversation. In the same conversation, Cooley explained how Covid-19 enabled Crocs to ramp up its ‘consumer-first’ approach. 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. 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.According to new research by Depop and Bain and Company, 90% of respondents (in a survey of 2,000 Generation Z consumers) said they have made changes to be more sustainable in their daily lives and that more sustainable fashion practices play a central role. So, with sustainability paramount for younger consumers (a core target demographic for the brand), Crocs is stepping up its own commitment to the environment. Since, Crocs has continued in a similar vein, creating fun, interactive, and innovative content on TikTok and other social platforms – as well as being a pioneer of visual content. Another example of this, as Andrew Rees recently explained, is Crocs becoming the “first footwear brand to market an augmented reality experience on TikTok” with its #GetCrocd challenge. Aligning with Gen Z values