The Internet will always create new “hot memes”. “When Crocs appear in your life, all other shoes will become obsolete.” “There are only two kinds of people in this world, those who wear Crocs and those who don’t.” There is no one who only wears Crocs once.”
Although Crocs have received mixed reviews in the fashion public opinion field, this does not prevent them from becoming a phenomenal item.
On major social platforms, there is a lot of information about “crocs shoes” Topics such as “cave door” and “Crocs” remain highly popular. For example, the topic “After you buy Crocs, you will be determined for the rest of your life” started on Weibo, it has been viewed up to 300 million times.
Crocs is unique
It is reported that Crocs was founded in 2002 by three founders. The period from 2004 to 2007 was the highlight moment of Crocs. With its Crocs shoes, Crocs became one of the most famous fashion brands at that time. Although it was not fashionable at all at the time, it occupied everyone’s shoe cabinets due to its comfort, convenience, lightness, anti-slip and other functions.
With the sharp increase in sales, Crocs has also fallen into Among the most intense criticisms about ugliness and beauty, Time Magazine called Crocs one of the “50 worst inventions” in the world.
However, Crocs has not deliberately responded to various controversies from the outside world. Instead of turning things around, we went with the flow to show the original intention of the brand and made the brand statement “ugly can also be beautiful”.
In 2017, Crocs launched a campaign to tell the story of the brand over the years The theme marketing campaign of “Bullyed by the World” shouts out the brand’s slogan: We are ugly, but we are unique. Crocs said that instead of trying to reconcile with “black fans”, it is better to take advantage of the black and red road and package the brand into a unique personality. The only ugliness can also be regarded as the only “beauty”.
Since then, Crocs has been on this “beautiful” road It has become more and more rampant and has reached the point of being “arrogant and arrogant”. In 2017, the Hentiangao version of Crocs was jointly launched with Balenciaga. In 2021, a stiletto wooden sole was added to the Crocs, which is outrageous but also has a bit of funny temperament, and is full of “Ba taste”.
In addition, we teamed up with French artist Vladimir and Chinese designers The collaborative shoes of Shangguan Zhe and other celebrities and designers also detonated the entire social media. At that time, the single Crocs began to become diversified.
Capture “Generation Z”
So-called “Dongmen”, as the name suggests, means “put on Crocs shoes and become its follower”.
I don’t know since when, people’s definition of beauty has gradually become broader. Traditional beauty has become a representative of obsolescence and monotony, and new aesthetics has become popular. In new aesthetics, ugliness is not the key , or in other words – ugly but also ugly with personality.
For “Generation Z”, they need to show their uninhibited personality and also need a comfortable wearing experience. Taking the train of “Generation Z”, Crocs suddenly reached the top of the popularity list.
Waterproof, comfortable, durable, suitable for sports… these are the core elements of Crocs. It is also the key to why consumers are willing to pay for it when purchasing.
Today’s Crocs have added more elements of self-expression Trendy elements have gradually become the way of personal expression for “Generation Z” after nail art and mobile phone cases.
Various accessories on the upper infuse the Crocs with With interesting souls, these accessories are called “Zhibixing”. Through co-branding with Disney, Minions, Harry Potter and other IPs, coupled with the free combination of gameplay, they have become a show for young people to show their aesthetics and imagination. , and also realized the transformation from a single Crocs to everyone having their own unique Crocs.
If Crocs are said to be “rough houses”, then add The Crocs on “Zhibixing” are exquisitely decorated. In 2023, when the “millennium style” prevails, retro thick soles, cute “Zhibixing”, and a pair of colorful socks, Crocs have transformed into a veritable retro trend item.
The difference from more than ten years ago is that escaping into the “hole” “Gate” was accompanied by a change in concepts. “Generation Z” is willing to let go of some stereotypes in order to pursue comfort and relaxation.
It seems that the popularity of Crocs has In order to prove its rationality, when people replace the tightly wrapped shoes on their feet with Crocs, they will not only get physical relaxation, but also mental relaxation.
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