Crocs reinvents itself – Colorado-based Crocs had to reinvent itself after suffering a $200 million loss in 2008. Now, the company is creating more than just its signature plastic clogs.
Crocs reinvents itself – Crocs' new shoe styles are extremely popular, accounting for nearly half of the company's sales. The shoes are still comfortable and easy to put on and take off, just like Crocs' old-school clogs.
Crocs reinvents itself – To showcase its new designs, Crocs has opened 120 stores in the United States -- like this one in Boulder, Colorado -- and it hopes to open another 100 stores this year. And new markets are discovering the shoes: 65% of the company's sales are overseas.
Crocs reinvents itself – After the economic downturn, and a market saturated with Crocs and Crocs lookalikes, the company had to expand beyond its classic clogs if it was going to survive. The new designs are part of a strategy "to innovate our way out of the situation we had put ourselves in," Crocs CEO John McCarvel explained.
Crocs reinvents itself – "Women are extremely surprised by the fact that these products are Crocs," said Cheng Kue, the company's senior footwear designer. "But when they wear them, it's the unbelievable experience they have had with their clogs."
Crocs reinvents itself – The company also offers a wide variety of kids' shoes, not just the kids' clogs that were popular with parents and helped made Crocs a household name in the United States.
Crocs reinvents itself – Crocs' new line includes boat shoes (like the ones pictured here), sneakers and winter boots. They are designed to be as comfortable as the clogs and appeal to more style-conscious consumers.
Crocs reinvents itself – Crocs clogs are undeniably popular, and their unique style has been copied and sold at popular retail stores. The prolific summer shoe has been scorned by fashionistas and others who have started blogs expressing their hatred for the shoes. There's even a Facebook page called "I Don't Care How Comfortable Crocs Are, You Look Like a Dumba**," which has 1.6 million "likes."