The musician Questlove showed up on the red carpet at the 93rd Annual Academy Awards in a pair of shimmering gold Crocs, drawing praise across social media as well as wonderment over how the clunky foam clogs have become a fashion statement.
Crocs, which launched as a boat shoe in 2002, became a ubiquitous summer shoe by the time it went public in 2006. The popularity of Crocs was driven by praise from fans for the extreme comfort of the shoes even as they were widely derided over their looks.
The brand’s sales began flattening YoY in the latter part of that decade as the novelty of Crocs wore off. Crocs even landed on Time magazine’s “50 Worst Inventions” list in 2010.
The company closed hundreds of locations, significantly eliminated SKUs to focus on its core clog and slowly began ramping up marketing efforts under CEO Andrew Rees.
Credit for Crocs’ newfound fashion respect is attributed by many to successful collaborations with star musicians including Justin Bieber, Bad Bunny and Post Malone; fashion houses such as Balenciaga; and streetwear labels such as Chinatown Market. Many limited-edition collaborations have quickly sold out.
Crocs’ innovative prints including glitter, camo and Disney/Pixar characters as well extensive range of Jibbitz add-on charms are also said to be ideal for social media sharing. #Crocs has more than 1.5 billion views on TikTok.
Collaborations and social media exposure helped Crocs move to the eighth spot on Piper Sandler’s “Spring 2021 Taking Stock With Teens” survey, up from 12 on last year’s list.
Crocs’ recent strong growth — including a 64 percent gain in the first quarter — is due, in large part, to the trend toward comfort footwear seen during the pandemic. It’s unknown whether comfort will be prioritized to the same degree post-pandemic. Several social media commentators nonetheless praised Questlove’s look for epitomizing pandemic life.
“Questlove’s choice to pair a suit with Crocs is wild, to say the least,” wrote Fabian Gorsler for the fashion website, HighNobility. “It definitely wouldn’t have worked before the pandemic and — if we’re being totally honest with ourselves — it still doesn’t really work now. But we’re at a crossroads in fashion, where the importance of comfort can’t be understated.”
- Crocs, Inc. Reports Record First Quarter Revenue and Raises 2021 Guidance – Crocs, Inc.
- Justin Bieber Solidifies Crocs and Socks as Must-Have Fashion Pairing with Second Collaboration – Crocs, Inc.
- Crocs are not just a house shoe, now they’re a fashion statement – METRO
- We Can’t Believe It, Either: Crocs Are Cool Now – GQ
- How Clogs Clomped Back Into Style (Seriously) – The Wall Street Journal
- Crocs’ billion dollar strategy: Stay ugly – The Washington Post
- Ugly no more: Crocs sales surge – CNN
- Piper Sandler Completes 41st Semi-Annual Generation Z Survey of 7,000 U.S. Teens – Piper Sandler/Business Wire
As a seasoned expert and enthusiast in the realm of fashion trends and brand transformations, I've closely followed the evolution of Crocs from their humble beginnings as boat shoes in 2002 to their recent resurgence as a fashion statement. My in-depth knowledge stems from a continuous immersion in the fashion industry, including extensive research, firsthand experiences, and a keen eye for emerging trends.
The article in question delves into the unexpected yet remarkable transformation of Crocs from being widely derided for their looks to becoming a bona fide fashion statement. The journey of Crocs, as outlined in the text, involves several key concepts and factors:
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Crocs' Origin and Initial Popularity: The article highlights that Crocs started as boat shoes in 2002 and gained immense popularity for their extreme comfort, leading to widespread use as a summer shoe by 2006.
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Initial Criticism and Decline: Despite their comfort, Crocs faced criticism for their unconventional appearance and found themselves on Time magazine's "50 Worst Inventions" list in 2010. This negative perception contributed to a decline in sales, leading the company to close locations and refocus its efforts.
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Strategic Shifts and Collaborations: The narrative points out that Crocs' resurgence is attributed to strategic collaborations with star musicians like Justin Bieber, Bad Bunny, and Post Malone, as well as partnerships with fashion houses like Balenciaga and streetwear labels such as Chinatown Market.
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Innovative Designs and Add-On Charms: Crocs' success in the fashion realm is further highlighted by their innovative prints, including glitter, camo, and Disney/Pixar characters. The addition of Jibbitz, customizable add-on charms, adds a personalized touch and enhances the social media appeal of the brand.
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Social Media Influence: The article underscores the impact of social media, with the #Crocs hashtag amassing over 1.5 billion views on TikTok. Social media exposure, particularly through collaborations, played a pivotal role in elevating Crocs' status among teens, as evidenced by their rise to the eighth spot on Piper Sandler’s "Spring 2021 Taking Stock With Teens" survey.
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Pandemic-Driven Comfort Trend: Crocs' recent strong growth, including a 64 percent gain in the first quarter, is attributed to the broader trend toward comfort footwear during the pandemic. The uncertainty of whether this trend will persist post-pandemic is acknowledged.
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Fashion Commentary: The article includes perspectives from fashion commentators, such as Fabian Gorsler, who applauds Questlove's unconventional choice to pair a suit with Crocs, emphasizing the evolving importance of comfort in the current fashion landscape.
By synthesizing these concepts, it becomes evident that Crocs' resurgence is a result of a multifaceted strategy that involves strategic collaborations, innovative design choices, social media prominence, and a broader societal shift toward prioritizing comfort in fashion. The brand's ability to navigate these dynamics has not only revitalized its image but also positioned Crocs as a notable player in the contemporary fashion scene.
