Crocs: what makes these plastic slippers so successful?
10.5.2021
Translation: Jessica Johnson-Ferguson
Crocs are here to stay – unfortunately. Why the ugliest shoes in the world are also one of the best-selling ones.
They’re true survivors. Since their launch almost 20 years ago, the classic clogs by the Crocs brand have regularly been hailed as the new shoe trend. Such is the case again this year. Many of you out there will be rolling your eyes at this. After all, nobody truly likes them. Or do they? At least behind closed doors this seems to be the case. Even though these hideous holey foam clogs are sneered at by many, this hasn’t stopped them from generating crazy amounts of cash. In spite of the pandemic, the American company has just announced that it’s increased annual sales by almost 13 per cent to 1.39 billion US dollars. Sales figures other shoe brands can only dream of. To put this into perspective: Dr. Martens generated 835 million Swiss francs.
From boating shoe to hip slipper
A sailing trip in the Caribbean in 2002 spawned the idea for making clogs. Three US Americans wanted to create a non-slip, water-resistant and antibacterial boating shoe. The end result was «Crocs» shoes sporting a shape based on the snout of a crocodile. The colourful clogs are made of a foam resin mixture that cushions the foot and absorbs moisture. Holes on the upper material provide ideal aeration.
The plastic slippers are an immediate success. Not only on boats, but also as leisure, work and garden shoes. But this is the point in time where the founders made a crucial mistake. Instead of developing the brand, they rested on their laurels. Their sales figures stagnate. While Crocs disciples already owned a pair, others just found them ugly. The brand was predestined to crash.
A rescue plan was made to save the brand from bankruptcy in 2014. Stores and production sites were closed. The focus was shifted to online retail. Finally, the last two Crocs factories in Italy and Mexico were closed in 2018. The company decided to stop producing their shoes in in-house factories. Instead, production was outsourced to third-party sites in China, Vietnam, Mexico, Bosnia and Italy. The plan worked. Once again, the footwear brand is in the green. Collaborations with fashion labels including Balenciaga and Christopher Kane or celebrities such as Justin Bieber might have helped. In any case, current sales figures speak volumes.
Covid clogs
Crocs divide. They’re worn both by fashionistas and people who don’t give a toss about fashion. That could be why they’ve survived. However, as these shoes have a bad reputation and are deemed ugly by many, they have a tough time. And so, they’re worn behind closed doors. It’s the only way I can explain why Crocs sales are booming, but I rarely see them on anyone’s feet.
In times of partial lockdown, many people have come to appreciate and love comfortable fashion. So it’s not surprising that Crocs and sweatpants have become the controversial stars of the Covid crisis. There aren’t many people who are dressing up at the moment. Instead, comfortable and functional items are on the agenda. Nobody wants to give up this newfound freedom of movement. Not even when they’ve left the sofa and are going out.
Whether coronavirus helped Crocs make their final breakthrough and whether their new followers will dare to take them out onto the streets remains to be seen in the coming months. Be as it may, musician Khalib Thompson aka «Questlove» is already setting a good example. In an Insta post, the producer outed himself as a Crocs fan. He said that it was during the lockdown that he learned to love his foam slippers. And that he wouldn’t want to miss out on the comfort in future. To prove his point, the artist combined gold-coloured Crocs with his suit at this year’s Oscars. Sporting this combo, Questlove was making a statement: the pandemic taught him that it doesn’t matter what other people think of his outfit. All that matters is that he feels comfortable in it.
Crocs wearers make a conscious decision to prioritise comfort and ignore what others think. Probably this is what has made the plastic shoes so successful. The steadily growing number of wearers speaks for itself. I’m curious to see if these holey shoes will one day convince me of their qualities. Until then, I’m with Victoria Beckham on this one. Justin Bieber recently sent her a pair of his purple Crocs (see image above). Her response to his kind gift went viral: «I think I’d rather die than wear Crocs, but thank you anyway.»
When I’m not exploring the depths of the sea as an open water diver, I enjoy plunging into the world of fashion. On the streets of Paris, Milan and New York is where I keep my eyes peeled for the latest trends. And I’ll show you how to take them from the catwalk to your everyday life.
Fashion
Follow topics and stay updated on your areas of interest
8 comments
later