![]() ![]() ![]() CrocsĪnother important strategy was to market Crocs as the ideal shoes for frontline healthcare workers because they are easy to clean and inexpensive to replace. Crocs told investors in October that “its reach and engagement increased 50% month-over-month in June.”Ĭool for the Pool: Justin Bieber in his co-branded Crocs. In June, it unveiled a new store concept in Shanghai which allows customers to personalize their Crocs in store. That same month, Crocs livestreamed an event on Alibaba’s Tmall with Chinese actress Yang Mi where she shared tips and tricks on how to style Crocs with different outfits. By the end of April, all Crocs stores and its nearly 350 partner stores in China had reopened. She admits that the simple design of Crocs, which are heavily-molded, helped in not having to deal with a lot of components.Ĭrocs’ playbook was not completely focused on playing defense, especially when it comes to opportunities in China. According to Mehlman, a second challenge was how a single component sometimes held up the entire supply chain for the whole shoe. The brand’s supply chain was disrupted due to quarantine measures around the world, especially in Vietnam, where a significant portion of its clogs are manufactured. The defensive strategy, he says, involved canceling inbound production and diversifying the supply chain. Crocs CEO Andrew Rees ascribes the company’s 2020 success to a defensive and an offensive approach. ![]()
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