Photo: Canva
Can Crocs Create a Successful Pair of Cowboy Boots?
Crocs is shaking up the market by releasing its very first Crocs Classic Cowboy Boot model on Oct. 23, which will be sold both online and in official stores for a limited time.
The brand is not taking full responsibility for this and instead is chalking it up to the fans. Crocs’ press release claims, “For years, the buzz around a Crocs-inspired cowboy boot has been building, creating a genuine fan-fueled movement trending across social media. Recognizing this passion, Crocs is making fan dreams come true, turning the Crocs Classic Cowboy Boot into a reality.”
This limited-edition boot features “a signature Crocskin texture, metallic disco desert embroidery details, and a spinning spur on the back,” along with an emblem of the brand’s mascot, Duke the crocodile, donning a cowboy hat.
Crocs announced that it has strategically chosen the month of October, fondly referred to as “Croctober” by enthusiasts, to launch the new cowboy boot design. This is in keeping with the brand’s tradition of unveiling distinctive shoe variations during this month, a gesture often influenced by its dedicated fanbase.
The company is enjoying a profitable year. CEO Andrew Rees said in a statement, “We achieved record quarterly revenues of over $1 billion, representing growth of 12% on a constant currency basis to prior year. Both the Crocs and HEYDUDE brands continue to gain share and bring in new consumers.” Crocs was successful in 2022 as well, with revenue “up 53.7% to reach a record $3.6 billion,” according to Indigo 9 Digital.
In the world of footwear, strategically restricting availability has proven to be a key to triumph. Influential designers often debut new designs with limited quantities, then gradually increase availability. This tactic fuels a sense of urgency among consumers, compelling them to purchase for fear of missing out. The limited-edition Crocs by Bad Bunny were snatched up within moments of release, leading to over 1,300 fans clamoring for a restock through a petition.
While Crocs has often been critiqued for the shoes’ unappealing aesthetic, the brand has chosen to own its distinct style. Rather than continually revamping its hallmark design for broader appeal, Crocs shifted its strategy. The company began collaborating with celebrity aficionados, leveraging their popularity.
Many brands opt for partnerships with celebrities and influencers, but few achieve the same success as Crocs. One major difference is Crocs’ preference to work with celebrities who are genuine fans. Take Justin Bieber, for instance. A long-time Crocs enthusiast, he has often been spotted wearing them. His 2020 collaboration showcased genuine admiration for the brand and added an authentic touch, making it even more impactful.
Crocs also thrives on the element of surprise in its partnerships. Few could have anticipated a union with KFC. Highlighting the brand’s penchant for the unusual, in 2020, Crocs and KFC unveiled a design mimicking KFC’s fried chicken. Rather than trying to win everyone over, Rees asserts that the goal is to lean into the brand’s divisive nature, capitalizing on buzz.
Similarly, collaborating with luxury fashion brand Balenciaga to produce an $850 high-heeled Croc was a bold move. These unexpected partnerships don’t just attract headlines, they draw in customers who wouldn’t have considered Crocs otherwise. While Crocs still collaborates with major stars like Priyanka Chopra, the brand has shifted its focus to micro-influencers, offering a more diverse promotional approach.
Discussion Questions
Is Crocs’ success another example of an almost-guaranteed recipe for success in retail? Might there be other factors that contribute to the rise of the brand?
Poll
Loading …BrainTrust
Allison McCabe
Director Retail Technology, enVista
DeAnn Campbell
Head of Retail Insights, AAG Consulting Group
It’s a great gimmick to get attention on the brand, just like the other designer collabs. But do I think it’s a legit, enduring cowboy boot intended to compete in that space? No.
Almost-guaranteed success for a Croc’s cowboy boot…??? Not so fast. I actually love the playful, differentiating nature of this conversation. And the free publicity! But there is a difference between what brand worshipers will buy and what will scale. Still, gotta admire the “Explore + Experiment” nature of what Croc’s is doing here. They have been encouraged by their customers to experiment and they are rolling with it. And the PR is all positive.
No success in retail is guaranteed but Crocs’ commitment to its brand through functional comfort, innovation and humor clearly resonates with many customers. It’s not easily replicated.
Crocs deeply resonates with its audience. Consumer input co-created Crocs cowboy boots. Collaborative product development and pent-up demand will ensure these boots sell.
Even stars want comfy shoes.
Seeing influencers wear Crocs — in informal, unpaid media posts — makes the brand relatable. TikTok and YouTube posts show NBA stars arriving at arenas wearing Crocs. Entire teams of young basketball players imitate their heroes’ footwear (then switch to Nike on the court).
Most companies pay for PR. When you can figure out a way to make PR pay for itself, by making money on the collaborations that generate it, that’s gold. By leaning into their customer base, listening, playing off them, they’ve managed to pull off something few brands achieve. Sustaining this level of innovation may prove to be a challenge if they don’t find a way to operationalize the process, but kudos to them for being different and owning it.
There is no such thing as a guarantee for success, however, Crocs’ loyal fan base will be open to almost any new design, as long is has the signature comfort they expect from the brand. Brand loyalty is priceless.
Crocs has made lemonade out of lemons and, in the process, managed to turn their product into the customer experience, rather than building an experience around the product. That kid in class the others made fun of because they looked goofy, who then went on to make millions as a stand up comedian — that is Crocs’ retail strategy under their new leadership. And Crocs is celebrating their “extreme uniqueness” by making deals with luxury fashion designers like Balenciaga, beloved brands like Lego and Kentucky Fried Chicken, and celebrities like Post Malone. The message that ugly can be cool deeply resonates with everyone’s inner goofy looking child. And you can’t help but smile when you picture John Wayne mosey-ing across the saloon in a pair of Crocs cowboy boots. And we all love a brand that can make us smile. You likely won’t see me in a pair of these boots, but I’ll be buying some as gifts this holiday season.
The product as the experience. Perfect!
While I think cowboy boots may be outside of Croc’s lane, they understand they have a loyal following. They also understand the concept of a limited run. If they don’t over-produce, they could create a supply/demand issue that could make it easy to sell out. In addition, it gives them something to talk about and share with the public. That will create buzz and attention. I think they know what they are doing!
Crocs continues to make smart moves, this being one of them. Why shouldn’t they hop on trends?
Cowboy Boot Crocs are a fun idea, but I sure wouldn’t wear them to the barn! Ever been stepped on by a horse?
Fun? Sure.
Attention getting? Absolutely.
Meaningful? No.
Crocs is one of those brands whose success is integrally tied to being “different”. By definition, it’s a quality that few can succeed with.
The images of a somewhat chubby Croc combined with the sleek, sharp toed cowboy boot seems incongruous. But Crocs are designed in the land of cowboy boots near Denver, Colorado. And, I can imagine the naysayers they confronted while out raising money. When it comes to Crocs, I’ll never say never. Can’t wait to see what they look like and I hope it works!
Nothing is almost guaranteed, but Crocs know how to not to take itself too seriously and leverage the fandom to create limited edition products that gives it exposure.