Crocs Rolls Out New Product, Including Wedge Heels, With an Inclusive Marketing Message
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Crocs is ushering in 2020 with a plan: Trend-forward new product, a revised A-list ambassador roster and a fresh, inclusive marketing campaign.
The company’s executives are upbeat on the potential with Crocs chief marketing officer Terence Reilly dubbing the label’s new Brooklyn Wedge “THE shoe of 2020.” The silhouette, a wedge sandal that comes in multiple heel heights, has Crocs’ LiteRide foam footbed technology and intuitive upper straps.
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While the brand had tightened its focus on its Classic Clog over the past few years, it is diversifying offerings with the aim of appealing to its Generation Z fanbase. Spring brings new, on-trend colorways of the silhouette, including mint, cantaloupe, hot pink and electric yellow. The slide sandal variation on the Classic Slides has also gotten the neon treatment.
Additionally, Crocs will offer new variations on its Jibbitz rubberized charms, an affordable take at about $3.99 each, in response to the personalization trend that fashion brands have embraced in recent years. The Colorado-based company is also offering the Clog, the Pacer and Women’s Stretch Sandals with its LiteRide comfort tech.
For 2020, the brand has added Chinese actress Yang Mi and Indian actress-producer Priyanka Chopra to its roster. Returning are American actress Zooey Deschanel, Korean actress and Gugudan girl band member Kim Sejeong and Japanese actress-model Suzu Hirose.
But Crocs’ marketing efforts for 2020 will go beyond its ambassadors. The brand is continuing its “Come As You Are” campaign with a twist: It will use its “One-of-a-Kinds” cast, which represents a group diverse in age, background, belief, orientation and ability.
“The fourth iteration of the Come As You Are campaign is a proclamation to our fans: It’s time to stand up and stand out,” said Terence Reilly, Crocs chief marketing officer. “Our new lineup of global brand ambassadors and ‘One-of-a-Kinds’ ambassadors offers the perfect mix of star power and authentic representation to help CrocNation feel empowered and emboldened to own who they are.”
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