Crocs: From Ugly Duckling to Fashion Icon

Crocs have always had a reputation for being ugly. In 2008, they were even named one of the world's 50 worst inventions by Time magazine. But unlike the Throne of the Nightmare King, Crocs have persisted and become more popular than ever. Their stock price has shot up by 300% during the pandemic, and they're now worn by everyone from teachers to celebrities.

So how did Crocs do it? It's a lesson we could all benefit from learning: self-acceptance, self-care, and using the fuel of your haters to stoke the flames of your success.

Crocs were a hit from the start, albeit for a more limited clientele. They were clunky, comfy, and waterproof, and they even floated. In the early 2000s, everything was smooth sailing. Sure, some people hated them, but that didn't stop Crocs from selling millions of pairs.

But then the recession hit in 2008. Demand fell, and Crocs was left with a bloated inventory and a slipping brand presence. They had taken off too fast, and like many wacky trends before them, they had overshot their success. In just one year, they went from a profit of $168 million to a loss of $185 million.

How did Crocs crawl their way out of debt and onto all these famous feet?

First, they got a $200 million investment from the Blackstone Group in 2013. Then, they shifted their focus. They closed 75 of their domestic stores, reduced their inventory, and removed their TV and print ads.

But the most meaningful change came when Terence Riley took over global marketing in 2015. He saw opportunity in Crocs' highly recognizable silhouette. When a product is not only recognizable but polarizing, even the side that hates it can be a blessing in disguise.

Most struggling brands might opt for a redesign, but Crocs embraced the meme. "We needed to turn this meme into a dream," Riley said. The product became a symbol of defiance against public expectations of fashion.

Crocs followed the lead of their core customer group, older women, who just want comfort regardless of what's cool. They became self-aware, and they didn't care if people hated them. They were going to take on the haters, and people were wearing the brand to make an anti-fashion statement.

In 2017, designer Christopher Kane called Crocs asking for a pair of shoes for London Fashion Week. Crocs saw an opportunity and rode the wave. They scrapped their failing discounts and brought on Drew Barrymore as an ambassador.

But even Drew Barrymore couldn't carry the brand to assured success alone. The magic came from within the company, in its marketing team. They were listening closely to social media, seeing it as a canvas on which to express individuality, personality, and non-conformity.

And just like that, the Feel Goods were joined by a new younger consumer group, the Explorers. On social platforms, endorsement can come naturally. After Post Malone tweeted "you can tell a lot about a man by the jibbits on his Crocs," they collaborated on a collection.

The success stories are near endless, and the limited edition nature of these collaborations makes people feel like they've got a hold of something truly valuable. Crocs has managed to find a connection to practically every kind of consumer.

Sure, they're still polarizing. But teachers on their feet all day are no longer ridiculed by their students, and Questlove can finally live comfort first. And that's what made the pandemic such a crucial time for the company. Suddenly, a comfortable ugly shoe wasn't so bad next to the uncomfortable ugliness of the time.

Who knows how long the trend will last? But Crocs has managed to land on a lasting, irrefutably positive message of comfort and self-expression.