Rashida
Crocs.
So ugly they’re cool?!
Whether you like it or not, these strange (but highly functional) “boating shoes” are back in style and have made a killer comeback.
In the early 2000s, Crocs were right up there with the other ugly/comfy shoes like Uggs and Birkenstocks, but they tanked by the 2010s, nearly going bankrupt in 2009.
By 2018, Crocs saw the tides shifting back in its favor. In 2019 the brand delivered the best Q4 in Crocs history, with sales between $245 to $255 million. How did Crocs make an unexpected comeback to once again be one of the “it” shoes?
Collaborations
Crocs knew it needed to make some big moves to regain relevancy. Collaborations aren’t new in the shoe industry, but they sure are powerful. In recent years Crocs collaborated with:
- High-end brands like Balenciaga and Vivienne Tam.
- Urban brands Alife, Chinatown, and Pleasures.
- KISS
- KFC
- Artists, namely Post Malone.
Each collaboration increased Crocs brand awareness and visibility in different markets. Post Malone has been a huge one for them, and they’ve done over four installments that have all sold out within minutes so far.
Personalization
Another aspect about Crocs that gives them a great platform for a comeback is their personalization. With Jibbitz, you can add a unique touch to yours, and switch out the little gems at any time. Not to mention, Crocs come in a multitude of colors and designs.
Crocs played into the customization of their product by adding new models and demonstrating their versatility through their collaborations. As Michelle Poole, their senior VP of global product and marketing says, “Our clog serves as a blank canvas that can fuel the latest trends or conversations. This is why we think we’re becoming more relevant in the streetwear space.”
Comfy Is In
Crocs were already building their revitalization before COVID-19 hit, but the pandemic promoted a shift toward comfort that only helped the brand. During quarantine, people of all ages have been more interested in comfortable and cozy.
Many brands have shifted their focus to loungewear and other similar products. Crocs didn’t have to make a change, they already have a pillow-soft foam shoe that works pretty well for grabbing the mail and other quick errands. While the pandemic has hit several brands and industries hard, Crocs is still thriving because of the fundamental comfiness of their products and their focus on eCommerce.
They Reeled in Gen Z (and Maybe Even Millennials?)
Everything that Crocs has done has definitely helped them rebuild their brand image and popularity. However, it wasn’t all by their intentional doing. While the collaborations and social media presence may have contributed to this, a large portion of their rise can be attributed to the VSCO girls.
One of the staple shoes of the popular “VSCO girl” is the Croc. if you want to get specific it’s usually the white Croc, maybe with a few Jibbitz. The VSCO girls and basically the rest of Gen Z embraced the Croc for its “so ugly it’s cool” and “so out its IN” vibe and aesthetic. You can wear them in sport mode (evidently when the strap is down its sport mode??) or slip-on mode, they are the effortless finale to an oversized t-shirt and total Gen Z aura.
What does Gen Z do when it finds something it likes? Spread it to the entire world via social media. Crocs became cool in the eyes of Gen Z, and because of that, the brand got an immeasurable amount of social media coverage and essentially free promotions from its wearers.
Crocs Are Back, Baby!
So yes, Crocs took some steps to get back in trend, but they also had a few things play in their favor. They are personalizable, and well designed from a comfort/functional standpoint which has always made them a great shoe for nurses, restaurant workers, and other employees on their feet a lot. But part of what makes Crocs stand out now is their simplicity and downright ugliness.
No matter if you love them or hate them, you have to be impressed by Crocs’ interesting journey back to popularity. To be clear, they aren’t JUST for Gen Z. Some Millennials may even be giving them a try or reviving them from their early 2000’s wardrobe. Crocs are definitely something I see on a daily basis, and still don’t quite get. My 13-year-old twin sisters have four pairs in total. Whether or not I steal them on a daily basis nobody needs to know…
