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How did Crocs become Cool?

Photo by Charles Deluvio on Unsplash
graph
google trends data for worldwide search interest in Crocs

Non-Fashion Fashion: Making Ugly Cool

Across categories, the fashion world has seen the definition of desirability shift. Led by millennials and Gen Zers, trainers with chunky soles, fanny packs, and cargo pants (now ‘utility chic’ trousers) were brought into the cool zone. High fashion brands experiment with High Street fashion.

Memes, memes, memes.

image collage

An Offbeat Appeal

A hit with the Cool Kids too

The winning strategy: Stay Ugly, but make it the selling point

And so, we reach a conclusion on Crocs’ strategy for maintaining relevance.

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