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It’s a Crocs: Transitioning Core Products
By: Janet Kalandranis
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Everyone — yes, everyone — knows what Crocs are. Those rubbery, kinda ugly clogs that are comfy yet so out of style. Those are Crocs. Actually, those are what the majority of Americans associate with the brand name. It’s not that Crocs is a one-product business; that the brand started and ended with these rubber garden and water shoes and never did anything else. This is actually far from it, but it just so happens that here in the U.S. that “shoe” took off and made the brand known for what it is today. Unfortunately, Crocs wants to move on because those clogs that were popular five years ago are no longer pulling their weight in the U.S. But there’s a problem. Customers don’t know Crocs as a shoe brand, but instead they view it as a product-specific brand. So how do brands transition from one core product to new ones and reinvigorate a following that assumes there’s nothing else available?

Not too long ago, Crocs was riding the wave; a successful one that highlighted one of its shoes. The brand was making sales, attracting current and new customers, and creating true success. But fast-forward a couple years later and fashion has moved in as a priority and the rubber clogs just aren’t as exciting. But that’s the thing; Crocs has more than just its famous rubber shoes. There are stylish sandals, shoes for dinner, a pair for a Saturday stroll. Crocs is moving the focus from one shoe to its entire line. The goal is for Crocs to become a lifestyle brand, one that is known to change with the times and is there for every facet of the customer’s shoe needs.

Crocs doesn’t think this will be easy, but it’s willing to try and doing it with a strategy. Crocs is forcing every customer to look at its entire line before it finds the rubber clogs in the back of the store. It’s putting other shoes and sandals in front of customers consistently, hoping they’ll start to learn that Crocs is a lifestyle show brand, not a rubber clog product. It’s not going to be easy and the brand can’t expect there will be an immediate shift, but understanding that this transition is needed is the first step. Because Crocs wants to be a brand that started out with one popular shoe and grew from there, not a brand that only lasted through one success. It’s a transition that should bring more success, one step at a time.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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