Question

What challenges might Crocs have faced in managing their brand and how could they have overcome them?

Crocs might have faced challenges in managing their brand due to the perception of their product as unfashionable or unattractive. They could have overcome these challenges by focusing on the comfort and practicality of their product, as well as targeting specific markets such as healthcare workers or outdoor enthusiasts. They could also have leveraged celebrity endorsements and collaborations to increase their brand appeal. Additionally, they could have capitalized on the trend of 'ugly' fashion and positioned their product as a comfortable, quirky alternative to traditional footwear.

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However, by the start of the coronavirus pandemic, its comfort-over-style look came back with a vengeance. According to Crocs' Senior Vice President and CMO Heidi Cooley, the company saw a surge in 60% growth in 2020 and plans for year over year growth as high as 50% by year-end 2021. Its stock as of November 2021 sits around $170 a share, and since 2008, the company has sold over 700 million pairs of shoes. So what did Crocs do?

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