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Once critically coined “One Shoe Company”, Crocs have overturned sneers of disbelief in the company's ability to take on the world as a successful brand name. Upping the profile, repositioning the brand name and scooping several awards in the process, Crocs have this year reported a 236% increase in turnover from 2005- what is their key to success, we ask and what can we look forward to in 2008?
Crocs, the US comfort brand has been a phenomenon since it was first launched in Boulder Colorado. The brightly coloured quirky clogs have gone from eye sore to international success story in the space of four years. The unique design, exciting colour palettes and patented technology for comfort have set pulses racing all over the globe, acquiring four of its own sub brands under the Crocs name, adding several license agreements with large corporations and producing shoes for prestigious companies such as Google, Tyco, Flextronics and the LA Lakers. On top of this, the brand has been endorsed by a list celebrities including Jack Nicholson and Al Pacino, creating a “must have” shoe for all ages and cultures. This package of success earned Crocs the most successful public offering in footwear history, The shoe empire now turns over $355 million a year, has opened four stand alone stores in Europe and its first in Britain. Where, one might ask,will the“Footwear Brand of the Year”be heading next? One of the most important areas for Crocs to expand their influence was in the UK. The first standalone store in the UK was opened on 24th May 2007, a 45m2 store which immediately sold over 100 pairs of the spongy clogs on day of opening. The store stocks an array of models from the Crocs collection including the Cayman, Mary Jane, Athens, Prima, Crocling and Islander as well as the strong point of sale material and photography to grab customers attention. The opening of such stores strengthens the position of the brand as a household name her in the UK. The brand is scouting locations in five key cities throughout the UK.
Variety of styles has also been high on the agenda for the brand, who have experimented with various versions of the patented Croclite materials to create a footwear brand with an enviable portfolio of product. 2007 looks to be a pinnacle year for the brand, with the debut of a host of styles and colour ways including the first Crocs high heel and brand new flip-flop styles for summer.
NEW FOR 2007
WOMENS
With a sleek, retro inspired design, the Sassi is a stylish slide with a prominent wedge heel and a footbed made of Croslite material. The shoe is designed to be both colourful and comfortable, as well as making a fashion statement. The Sassi will be offered in six two toned colour options, including fuscia and white.
A hip modern flip flop is the Cleo, which features two straps over one foot which pivots to make a customised fit and added support. The straps are also made from Croslite which will mould to the shape of the foot. The Cleo is available in six colourways.
The Ithaca takes advantage if the traditional fl flop style with a slender footbed and elevated heel construction, specifically designed for a woman's foot. Available in eight two toned colour combinations.
The new Capri mixes the traditional Croslite footbed with a soft microfibre upper which increases the comfort of the shoe.
Fashion meets sport with the new Patra, featuring two top foot straps which can be worn for a multitude of activities. The traditional Croslite footbed will soften and mould to the foot while the two mesh straps keep the foot securely in place. This is also available in seven bright colourways.
MEN'S
The Sobek is the ultimate men;s slide featuring the Croslite footbed and an extremely durable upper that hugs the top of the foot for added support. The Sobek is ideal for sports and leisure activities and is contoured for a comfortable fit.
For men who like to keep a low profile there is the Crete, with all the double cushion support of a Crocs shoe in a subdued coloured flip flop for any occasion.
The men's Ithaca flip flop features a contoured toe post to keep the foot secure and comfortable, made from Croslite the post moulds to the shape of your foot when exposed to body heat.
CLOTHING RANGE
On top of the latest footwear designs Crocs are always broadening their horizons in other areas to increase the strength of the brand name and expand their expertise into other areas of the market. In 2008, Crocs are launching a clothing range ready for Spring 2009. The range will include a men's lifestyle collection and a children's summer clothing range including shorts, T-shirts and back to school bags. Price points will be between £20 and £40 retail.
For more information please call Spectrum Agencies on 0870 428 1968 or visit www.crocsfootwear.co.uk
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