Summary of “The Cult Of Crocs: Can The Brand Make A Comeback By Fighting Its Haters?”

There are only two types of people in the world: Crocs lovers and Crocs haters.
Award-winning British designer Christopher Kane, a noted Crocs admirer, sent models down the runway for London Fashion Week in Crocs embellished with rhinestones.
“We are the brand that people love to hate,” admits Michelle Poole, Croc’s head of global merchandising.
Her appreciation for the brand is so deep that she even convinced her fashion-forward mom-who owns multiple Gucci bags-to give the shoes a try, and now mother and daughter are Crocs wearers for life.
There’s also a sense that the brand might be losing some of its mojo-or that Crocs detractors may be successfully shaming Crocs customers out of buying the shoes.
In one fell swoop, the phrase empathizes with Crocs customers while framing Crocs haters as judgmental and intolerant.
The question is, will this new branding be able to change the narrative about Crocs? Will Crocs succeed in empowering customers to wear the shoes proudly, as a marker of individuality and uniqueness? New data appears to show that the company is on the right track-particularly with younger consumers.
From the brand’s perspective, it is particularly important to nurture Crocs’ youngest consumer and ensure that these impressionable Crocs wearers do not feel peer pressure to give up their clogs as they start making their own sartorial choices.

The orginal article.