Crocs want to sustain their move from fad to brand.
A dictionary describes a fad as “an intense and widely shared enthusiasm for something, especially one that is short-lived and without basis in the object's qualities”.
Crocs – the brightly covered plastic shoes covering the feet of men, women and children the world over – certainly adhere to the first part of the definition with outlets in over 40 countries and a reported six million pairs sold in the US alone in 2005.
The challenge for Crocs, which started marketing its product in November 2002 as a boating shoe and saw growth rocket in the last two years, is to ensure the latter part of the definition about “short-lived” and “without basis in the object’s qualities” doesn’t happen.
This challenge is common for most entrepreneurial ventures that succeed with a single offering (Crocs made its name with a clog-type shoe). To make the transition to a sustainable brand Crocs have increased their range of footwear, introduced a clothing and accessories range, and are vigorously defending their patented closed-cell resin that shoes are made of.