Crocs shoes - a 'terrible invention' that earns billions of dollars.

Despite being criticized for its ugly appearance and being listed by Time magazine as one of the worst inventions due to its uselessness, Crocs still earn billions of dollars every year.

Controversial trends are not uncommon in fashion history. But few footwear styles have faced such polarizing reactions as Crocs. For over 20 years, these cheese-block-looking shoes have attracted countless ardent fans as well as detestable detractors.

But regardless, Crocs remains a phenomenon in modern fashion and a highly profitable business. Last year alone, the brand earned a record $3.6 billion in revenue. But how did they achieve such success?

Selling ugly but popular shoes.

Crocs was founded in 2002, after a sea voyage in Mexico by its three co-founders Scott Seamans, Lyndon Hanson, and George Boedbecker Jr. At that time, Seamans introduced his two companions to the rowing shoes he had developed with Foam Creations (Canada).

The shoes are made from Croslite, a new lightweight and odor-resistant plastic. Initially criticized for their appearance, the shoes still sell well because of their dual function: easy to wear both on land and in water, much like the crocodile that inspired the brand.

A pair of Crocs shoes. Photo: X Crocs

These shoes have become a favorite among chefs, gardeners, nurses, and children, but quickly gained popularity among celebrities like Jennifer Garner, Oprah, and Michelle Obama. Despite their current success in the footwear industry, Crocs are still considered ridiculous by some.

Director Mike Judge of Idiocracy (2006) stated that costume designer Debra McGuire decided to have the characters wear Crocs because they are "terrible plastic shoes" that no one in their right mind would buy, making them the perfect choice for a film about a dark, stupid gangster society.

In 2010, Time magazine listed Crocs as one of the 50 worst inventions. Elizabeth Semmelhack, Director and Senior Curator at the Bata Shoe Museum, said Crocs "are not seen as a new fashion trend, but are welcomed as a genuinely interesting and unique type of footwear."

Today, celebrities like Nicki Minaj, Ariana Grande, and Kendall Jenner all wear Crocs. The brand has also partnered with both Hilton and Lohan, who, again, have never been seen wearing them. On TikTok, the hashtag #crocs has over 9.6 billion views.

According to Lucy Thornley, Crocs' global vice president of trends, consumers, design, and products, there are two reasons why, despite their unattractive design, Crocs are considered fun and cool to buy. First, Thornley points out that younger consumers, especially college and high school students involved in school sports teams or clubs, love Crocs. "This emerging trend shows the growing popularity of Crocs as an expressive statement rather than just a pair of shoes," she says.

Secondly, the success lies in the design aspect. In 2017, Christopher Kane became the first designer to collaborate with the brand, marking a "decisive moment" in Crocs' journey towards becoming more accessible to the mass market. "Christopher wanted to transform something ordinary into something extraordinary," Thornley said.

Christopher Kane has adapted Crocs' classic design from utilitarian to more fashionable, giving the brand a distinctive appeal to attract a wider range of customers. Crocs evolved from their original beach clogs into more styles, including platform shoes, slip-on shoes, and even ballet flats. "The change gives people a bold invitation to express themselves while knowing they can be both trendy and comfortable," Thornley said.

Justin Bieber poses for a photo wearing Crocs. Photo: Justin Bieber's Instagram.

After collaborating with Christopher Kane, Balenciaga literally took Crocs to a higher level by releasing designer pairs priced at $850. Since then, the company has collaborated with numerous designers and stylists such as Liberty London, Vivienne Tam, Takashi Murakami, Justin Bieber, SZA, Bad Bunny, Post Malone, Diplo, and Wu-Tang Clan.

The company has also forged numerous brand partnerships, including with KFC, MSCHF, Lisa Frank, Barbie, Benefit Cosmetics, Hidden Valley Ranch, General Mills, and Clueless. In 2021, Salehe Bembury, a former Versace designer, collaborated to take Crocs even further up the fashion map.

But things haven't always been easy for Crocs. Like many other companies, they struggled during the 2008 recession, but then recovered, until the same thing happened again in 2012, when sales in overseas markets fell short of expectations.

Another challenge was the company's large anti-fan base. To prevent anti-fans from negatively impacting business, Crocs launched a campaign in 2017 to combat those who bullied the company. They hired spokespersons like Drew Barrymore and John Cena to speak about their personal experiences of being bullied. In many ways, the brand labeled those who criticized the company as bullies at a time when numerous organizations, from Cartoon Network to the U.S. government , were launching anti-bullying campaigns.

This strategy worked. After several years of losses, Crocs grew 6% in 2018 and 13% the following year. "Yes, we're ugly!", Heidi Cooley, Crocs' CMO, stated frankly. "But the important thing is that we are unique. We realized that this is exactly what impresses fans, that they also see themselves as one-of-a-kind," she declared.

In recent years, Crocs' business has been more favorable. According to the New York Times , the company's annual sales have increased by 200% since 2019, partly thanks to the pandemic. Crocs aren't the only "ugly" shoes to see increased sales. Customers are seeking more casual, home-style fashion, which has helped Crocs and other comfortable shoe brands like Ugg, Tevas, and Birkenstock to boom.

And it was during that period that Crocs had a golden opportunity to convince those who had previously hated them. Content creator Tina Estrella decided to buy her first pair of orange Crocs. "I thought I'd wear them around the house. And before long, you'd be taking them to the grocery store, pairing them with dresses," she recounted.

Personalized "weapons"

Besides their versatility and comfort, one of the reasons Crocs are so popular is that wearers can easily customize them to express their style and personality, unlike the possibility of customers having the same design as others with traditional shoes.

In 2005, Crocs sold 6 million pairs. That same year, a woman named Sheri Schmelzer invented Jibbitz, decorative buttons that attach to the eyelets on children's shoes. Recognizing the potential, Crocs acquired Jibbitz for $10 million just a year later. Today, Jibbitz is a powerful marketing tool for the company.

Crocs shoes with Jibbitz charms. Photo: Crocs

Crocs wearers don't necessarily need to buy authentic Jibbitz; the round holes on these shoes allow them to decorate them however they like to personalize them. Marisa Ravel, founder and creative director of the fashion accessory brand Laser Kitten, said she scoffed at Crocs when they first came out. "I thought they were the ugliest shoes I'd ever seen," she recalled. But now she owns three pairs, with plenty of DIY decorations.

For Halloween, content creator Tina Estrella decided to decorate her Crocs with a spooky theme. She attached spooky Jibbitz charms, a chain, and spikes to the shoes. A video of Estrella decorating her shoes went viral on TikTok, garnering over half a million views. "I feel like a lot of young people are more willing to express themselves, and Crocs are the shoes made for that," she said.

Crocs gained more popularity during the pandemic. But the truth is, there are still many haters. Several celebrities, such as Naomi Campbell, Dua Lipa, and Lil' Kim, have publicly opposed the shoes. And Zoe Kravitz even convinced Channing Tatum to stop wearing them.

But regardless of whether they are loved or hated, Crocs is on a good growth trajectory. The Q2 2023 financial report forecasts full-year revenue could reach $4 billion at current prices, a 12.5-14.5% increase compared to 2022.

Phiên An ( compiled )

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