Crocs: Can Celebrities Save a Brand?
Were Crocs ever cool? No, I'm not being snarky (not really) ... I never wore them, because they seemed to be geared toward a younger demographic, and when they debuted I was 22 and very much not interested in colorful, plastic shoes.
Mario Batali loves them. Movie stars such as Jack Nicholson and Jennifer Garner have been photographed wearing them. So apparently they're not just for children.
But there are definitely haters of the plastic clogs. There are blogs. There are Facebook groups. Now, both of those examples are a little older, because, well, Crocs kinda fell off the radar around 2008/2009.
According to CNN:
Crocs, the distinctive colorful clogs loved and hated in equal measure, first hit stores in 2004 and were an immediate hit. By 2007, the Colorado-based company was selling 50 million pairs a year, reaching $850 million in sales. Then it all went south. The economic collapse in 2008, combined with a saturated market, created what Crocs CEO John McCarvel described as a "perfect confluence of events."
Since then, the shoe maker has ventured into the world of ballet flats, wedges and a faux boat shoe-looking piece of footwear (doesn't fool me). And then there's the reboot campaign:
As part of the latest campaign, "Come As You Are," Crocs has worked on a "manifesto," and with the help of celebrities such as Drew Barrymore, Yoona, John Cena and Henry Lau. But ... I don't know. Is it really going to help the weird plastic shoes?
I can applaud the positive message, but aside from TOMS, does that truly sell shoes? And yeah, TOMS are a little weird looking, but nothing like this:
Um ... no. You won't catch me in rock-bejeweled Crocs anytime soon. That said, what do you think? Is this the right move for Crocs to stay in the game, or would they better be left in the fashion history of the early 2000s?