How do big companies sustain the mad-rush today with so many small companies trying their hands at the big guns? Crocs – a popular lifestyle company – became popular with slippers with holes for all age groups. The company has come a long way in making comfortable, luxury footwear that is advertised through specific marketing tactics that are meant to target a particular group of consumers.
So how has the company managed to market its shoes all through the years?
Have you looked closely at the design of the Crocs slippers? It resembles a crocodile’s mouth and that is how the company decided to name itself. These were originally sold to yatchmen in 2002 where the company managed to sell 200 pairs.
An Ugly Bet
The company always knew that the slippers looked kind of unusual. Despite its ugly appearance, the brand developed it into a fashion statement. By using bright colors and patterns and combining it with designer and celebrity associations, it created a niche for itself.
There’s a reason why customers get attracted to Crocs. Have you ever noticed the vibrant colours in the section? If you compare it with other brands, you might not find this clear-cut distinction. One model had at least 20 different colours initially.
Crocs has tried its best to collaborate with designers. In 2017, they were featured in designer Christopher Lane’s show.
Celebrities like Ariana Grande and Justin Bieber have been spotted wearing Crocs on several occasions. How does the company manage targeting these rising sensations? When the brand was launched, Natalie Portman and Drew Barrymore were brought in as the official ambassadors. Gradually, rapper and singer Post Malone had his own version of Crocs that went out of stock within 10 minutes!
Made For a Niche Lifestyle
The pricing, the material and the design are fine features resonating to a niche clientele. Most Crocs consumers hail from affluent backgrounds. They are willing to spend money and buy only those pairs that are relevant to the trends of today.
Crocs does not have a physical production unit anymore. In 2018, the brand closed down its last factory. Now, third-party manufacturers are selling them in stores while you can definitely buy off a pair from the official website.
Do you have a collection of Crocs as well?