How Crocs transformed brand perceptions

A new marketing strategy backed by celebrity and designer partnerships, social media and a “fan” first mentality have helped Crocs more than double its revenue to almost £2bn since 2015.

If you Googled the word ‘Crocs’ in 2016, there’s a high chance you were looking to have a laugh at the brand’s shoes. Google search rankings that year revealed ‘memes’ was the third most common word linked to the brand name in searches on the platform.

Why? Because at the time, the brand’s footwear was mocked mercilessly as the height of fashion disasters.

Yet somehow, over the past six years Crocs has transformed itself into something of a fashion icon, loved by celebrities and major fashion houses and particularly popular among Gen Z.

Crocs’ senior brand director Yann Le Bozec will be speaking about the brand’s journey to transform perceptions at the Festival of Marketing on Friday, 25 March. Festival of Marketing: Transform takes place on 23 to 25 March at The QEII Centre in London and online. There are a number of ticket options. Visit the website for more details and to book your place.

Yet somehow, over the last six years Crocs has transformed itself into something of a fashion icon, loved by celebrities and major fashion houses and particularly popular among Gen Z.

Senior brand director Yann Le Bozec will be speaking at the Festival of Marketing: Transform on Friday 25 March about the brand’s journey to transform perceptions. Find out more about physical and virtual ticket options and the full agenda here

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