Crocs-Embracing Its `Ugly` Image
| Case Code: MKTG451 Case Length: 12 Pages Period: 2022 Pub Date: 2023 Teaching Note: Available |
Price: Rs.300 Organization : Crocs, inc. Industry : Retailing Countries : Global Themes: Branding Strategy, Advertising & Promotion |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
The year 2022 marked the 20th year of the launch of the shoe brand Crocs in the US. The founders of Crocs Inc. – Lyndon Hanson (Hanson), George Boedecker, Jr. (Boedecker), and Scott Seamans (Seamans) – started the company with the goal of providing comfortable and functional footwear to people who spent much of their time on their feet. Designed specifically for boaters , the shoes were made of waterproof materials, ensured foot protection, and had grip-focused soles. There was a strong influence of the Dutch clog on the Crocs clogs. A fashion historian, Miranda DiCenzo , commented, “Crocs resemble a comfortable version of the Danish clog, but when they first debuted in the early 2000s, there was nothing else like them.”..
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