Product details

Crocs shoes, introduced in the year 2002 gained popularity for being 'soft, comfortable, lightweight, non-marking and odour-resistant'. But it stirred lot of criticism for its 'ugly' design. Such polarisation of public opinion swayed Crocs business; and within first five years of launch, it became a USD5 billion company with 5,000 employees worldwide. As the growth spree continued for next few years, the company faced challenges while pursuing aggressive expansion policies. After receiving USD200 million investments from a private equity group Blackstone, the business was determined to take up corrective measures to revive and set itself on a growth path. Its harsh strategies indeed helped the business to unleash growth potential and emerge as the thirteenth most popular shoes in the year 2019. How Crocs with its ugly design had managed to position itself in a contemporary world ruled by the new notion of beauty? How Crocs had maneuvered its product and digital strategy to re-establish its relevance among the millennial buyers?