By: Victoria Crosdale, Zimmerman School of Advertising and Mass Communications
11:00 AM ET, Thurs. October 8, 2020
Crocs, once laughed at and considered to be dad-wear, are back in fashion, as this former fad makes its way back into the public eye.
Although many factors worked in unison to bring about this unexpected turnaround, three stand out: celebrity partnerships, consolidated manufacturing practices and the comfort over style trend.
For Crocs wearer Armando Roldan, “It’s definitely the comfort, not a stylish shoe.”
“Crocs should come back in style cause they’re the prime outdoor activity shoe,” said Alex Posada, whose entire family is comprised of Crocs wearers.
No matter the reason, for their fans, Crocs’ appeal endures.
The pandemic is also somewhat to blame, or credit, depending on your viewpoint.
After a long term decrease in revenue growth and popularity, Crocs announced the closure of three major manufacturing plants and the resignation of executive vice president and CFO Carrie Teffner. It seemed as though the company was on its last leg.
But this is when things got interesting.
As of 2018 Crocs had partnered with rapper Post Malone to create a signature set of shoes which would join his already popular merchandise line, Posty Co.
This was clearly the right move seeing as their Dimitri Clogs sold out within hours.
Roldan said he’s amazed by some of the celebrities who are getting promotional deals with the company.
The list now includes several A-list collabors such as Luke Combs, Bad Bunny, Zooey Deschanel, Ruby Rose,Vera Bradley, Barneys and even Kentucky Fried Chicken.
Later that same year Crocs saw large uninterrupted increases in both quarterly growth and revenue. According to the NASDAQ, the company’s stock value had nearly tripled at this point.
Although Roldan (among others) feels that the shoe’s “high-fashion” is not its selling point, even he can agree that the company knows no boundaries when it comes to traditional perceptions of what’s “high-fashion.”
The Coronavirus pandemic has Influenced many if not every aspect of American culture, and fashion is no exception. With all the time people have been spending inside, the demand for loungewear has increased. Consumers want clothes they can relax in and still look stylish.
This style transition has aided in introducing several trends such as “athleisure” and “cozy chic.”
Even before the pandemic, one could look at social media and see people wearing Crocs to Proms and Weddings.
Cosmopolitan magazine has written several features on some of their more fashion-forward items including fuzzy, platform, bedazzled and stiletto Crocs.
Yes, these shoes are making a comeback and you can expect to see their distinct clog shape and trademark rivets for the foreseeable future.
