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How Crocs Turned “Ugly” into Iconic: A Marketing Breakdown

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When you think of Crocs, the first thing that comes to mind might be their unique—and let’s be honest, “ugly”—design. But what if I told you that this very design has become a cornerstone of their success? 

In a world where fashion trends come and go, Crocs has managed to not just stay relevant but also redefine what it means to be a “must-have” in both comfort and style. 

Their annual revenue for 2023 was $3.962B, which was a 11.46% increase from 2022, proving that they continue to grow. 

In this marketing breakdown, we’ll dive into the strategic moves that have made Crocs a global sensation.

Let’s jump in! 

Step 1: Embracing the "ugly" with iconic branding

Crocs’ branding strategy is nothing short of genius. Instead of shying away from their unconventional look, they leaned into it, embracing their “ugly” aesthetic as a unique selling point. 

Crocs branding

This move has resonated particularly well with younger consumers, who value authenticity and individuality. In a sea of brands trying to fit into conventional beauty standards, Crocs stands out by celebrating what makes them different.

The brand’s iconic design, featuring a distinctive shape, a pivoting heel strap, and perforations, has become synonymous with comfort and casual wear. By creating a visual signature that’s instantly recognizable, Crocs has established a strong connection with customers. 

People don’t just wear Crocs—they make a statement with them.

Step 2: Making Crocs cool with celebrity collaborations

One of the most game-changing strategies Crocs has embraced is the power of celebrity collaborations. By teaming up with high-fashion designers and A-list celebrities, Crocs has successfully transformed its image from functional footwear to fashion statement with serious street cred.

Crocs made headlines when they partnered with luxury fashion house Balenciaga. This collaboration wasn’t just about creating buzz—it was about redefining what Crocs could be.

By merging Crocs’ comfort and unique design with Balenciaga’s high-fashion aesthetic, the brand elevated its status, appealing to a whole new demographic that values exclusivity and style as much as functionality.

Crocs and Balenciaga collaboration

And this wasn’t an isolated incident. Crocs continued to push boundaries by collaborating with other high-end designers like Christopher Kane and Christian Cowan. These partnerships blurred the lines between everyday casual wear and runway fashion, showing the world that Crocs could be both practical and chic.

But Crocs didn’t stop at high fashion. The brand also tapped into the power of celebrity influence, partnering with some of the biggest names in the entertainment industry. 

Justin Bieber, a long-time fan of Crocs, teamed up with the brand to release a limited-edition line that sold out in 90 minutes. 

And Bieber was just the beginning. 

Crocs went on to collaborate with a diverse roster of artists, including Diplo, Bad Bunny, Post Malone, and Lil Nas X. Each of these collaborations brought something unique to the table, reflecting the personal style and flair of the artists involved. 

For instance, Post Malone’s collaborations featured edgy, punk-inspired designs, while Bad Bunny’s line introduced a vibrant, colorful twist to the classic Crocs silhouette.

In a move that further showcased their marketing savvy, Crocs also teamed up with some unexpected brands outside the fashion world. 

Collaborations with McDonald’s, KFC, and Taco Bell might seem unusual, but they perfectly align with Crocs’ playful and unconventional brand image. These partnerships tapped into pop culture and leveraged the power of nostalgia, making Crocs even more appealing to a broad audience.

For example, the KFC x Crocs collaboration featured clogs adorned with a fried chicken print, complete with scented drumstick charms. It was bizarre, bold, and undeniably Crocs. 

Crocs and KFC collaboration

A key component of Crocs’ collaboration strategy is the limited-edition nature of these releases. By keeping the supply scarce, Crocs creates a sense of urgency and exclusivity, driving high demand. 

The fear of missing out (FOMO) has proven to be a powerful motivator, with fans eagerly snapping up these limited drops as soon as they hit the market.

This strategy taps into a psychological need to be part of something special, to own a piece of pop culture history. It’s not just about buying a pair of shoes—it’s about being part of a moment, a movement. 

Step 3: Building a community of Crocs-lovers on social media

Crocs has mastered the art of social media marketing. One of their key strategies is a commitment to active engagement. 

It’s not enough to simply post pictures of new products or launch flashy ads; Crocs goes a step further by genuinely interacting with their followers. On platforms like Instagram and TikTok, Crocs consistently responds to comments and answers questions.

Whether it’s a funny reply to a comment or helping with a customer’s question, these interactions build trust and loyalty, turning casual followers into lifelong fans.

Crocs Instagram post

By taking the time to interact with their followers, Crocs creates a sense of community and belonging. Customers feel heard and valued, which deepens their connection to the brand.

The brand has also excelled at encouraging users to share their own Crocs experiences. From featuring fan photos on their Instagram feed to sharing customer stories on their website, Crocs puts the spotlight on their community.

Crocs user-generated content on website

And the more UGC they share, the more they get… which means Crocs benefits from a steady stream of authentic content. 

This serves as powerful social proof, showing potential customers that real people love and wear Crocs in their everyday lives. It’s a form of free advertising that’s both genuine and highly effective.

Step 4: Improving loyalty with a fresh approach

The Crocs Club is a refreshing take on loyalty programs. Instead of relying on a traditional points-based system that can sometimes feel like a chore to track, Crocs has simplified the process. 

Members of the Crocs Club enjoy immediate benefits like discounts, early access to new releases, and personalized gifts, all without the need to accumulate points or achieve status levels.

This approach makes the customer experience more intuitive and enjoyable. By eliminating the complexities often associated with loyalty programs, Crocs ensures that customers feel rewarded right from the start. 

One of the standout features of the Crocs Club is that it provides access to new releases and limited-edition drops. Members get the first look—and first dibs—on the latest styles, collaborations, and special editions.

In addition to early access, Crocs Club members also receive personalized gifts like birthday discounts and special promotions tailored to their shopping preferences. 

To ensure customers are aware of the Crocs Club and its benefits, Crocs promotes the program prominently on their website.

Crocs loyalty program promoted on the website

Step 5: Giving back to the community

During the pandemic, Crocs took their commitment to comfort a step further by launching the Free Pair for Healthcare program. 

This initiative, where Crocs donated over 860,000 pairs to healthcare workers, not only provided much-needed support to those on the front lines but also earned the brand significant goodwill.

By May 2022, Crocs had donated over 1 million pairs of shoes, reinforcing their commitment to healthcare workers worldwide. This move highlighted the brand’s values and showed that Crocs is about more than just making a profit—they genuinely care about their community.

Wrapping up

Crocs has turned what was once considered “ugly” into an iconic, must-have item. 

Through bold branding, smart celebrity collaborations, and a strong social media presence, the brand has redefined itself as a versatile and stylish option for a wide range of consumers. Add in their commitment to giving back and the way they’ve created an exclusive loyalty program, and it’s no wonder Crocs has become a global sensation! 

Whether you love them or hate them, there’s no denying that Crocs has mastered the art of marketing.

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Written by
Picture of Nikolett Lorincz

Nikolett Lorincz

Nikolett is the Head of Content at OptiMonk. She is obsessed with content marketing and loves creating educational content for ecommerce store owners. She truly believes in the importance of quality over quantity.
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