Crocs have a terrible reputation within society and are amongst the least desired shoes on the market. Amongst other popular footwear brands such as Nike and Adidas, Crocs are rarely taken seriously and are referred to as ‘ugly’ shoes. Since launching, sales have continued to decline. Unable to compete with other high flying brands, Crocs have faded into the background.
Croc’s unique selling point is the material they are made from - foam. The original style is entirely foam, with no defined sole or inner lining. They are lightweight and portable and suitable for a variety of occasions, from the beach to working environments such as hospitals industrial kitchens.
Crocs have a big focus on the technologies used to make their footwear, and this is something that could be expanded on within the rebrand. Phrases such as ‘revolutionary technology’ and ‘custom contouring’ appear on their website, both of which make Crocs appealing to consumers.
Due to the bad reputation Crocs have, the brand has become an internet sensation but for all the wrong reasons - they are an online joke. A thorough advertising will need to be devised to try and turn this negative image around and create a more positive vibe on social media.
The main colour used for Crocs branding is a lime green, which is featured everywhere from packaging to online to shop signage. Whilst this fits in with the idea of ‘crocs’ and the actual animal, this can be perceived as garish and tacky. On the other hand, this bright green adds a fun and ‘funky’ element to the brand and represents the light-hearted brand values. Using a more neutral colour could give the brand the seriousness it is lacking and could give it a more high-end, adult appearance.
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