Скачать или смотреть How Crocs Took Over the World: From Fashion Disaster to Global Obsession!

The Crocs case study highlights the brand’s remarkable turnaround by 2022, transforming from a ridiculed footwear company to a cultural icon. Launched in 2002, Crocs clogs faced mockery by the 2010s, even landing on Time Magazine’s “50 Worst Inventions” list, and neared bankruptcy in 2009. Under CEO Andrew Rees from 2014, Crocs embraced their “ugly” image, using it to create buzz and media attention. They focused on authentic collaborations with celebrities like Post Malone and brands like Balenciaga, ensuring partners were existing fans, which led to sold-out limited-edition clogs, like KFC’s, positioning Crocs in high fashion. Personalization via Jibbitz charms, contributing 8% of 2022 revenue, deepened customer engagement, especially among younger audiences seeking unique yet iconic products. Crocs’ community-centric marketing leveraged social media, with the “Come As You Are” campaign using influencers like Drew Barrymore to celebrate individuality. On TikTok, the #ThousandDollarCrocs challenge generated 45,000 videos in 36 hours, boosting engagement. Social listening led to initiatives like donating 860,000 pairs to healthcare workers during COVID-19, enhancing trust.