Remember Crocs? Those abominations must have come out when I was in middle school and of course my mother bought 3 of the same color pairs for myself and my brothers. I’ll admit they are comfortable, but that comfortability was far outweighed by the ridicule you would expect from middle schoolers that tormented me everyday for having them on. So, I, like most at my age, put those khaki-colored Crocs in the garage and never picked them up again. What I didn’t know, and frankly what everyone did not know in the early 2000’s, is that Crocs although utterly hideous, would make a comeback in full force 10 plus years later.
Shares for the clog looking monstrosity surged (yeah, they're on the fucking stock market lol) after the company reported the best annual sales it has ever had and revenue was at a shocking 1.4 billion. This is of course thanks to the fact that meetings started being waist up and customers that usually would never buy Crocs started coming around to the idea. Crocs have never truly died but for a long time they served two industries: hospitals and restaurants. The comfortable shoe-like-thing came in black, was anti-slip, and priced just right so the Texas Roadhouse waiter could afford the pair of Crocs for work, AND the dime bag waiting for them after work. It was a match made in heaven and now that match is jumping leaps, bounds, and yes industries. The revenue will be reportedly expected to grow by 20 to 25% which is already bookoo-fucking-crazy, but the Crocs brand, like Supreme Street Wear found a cult following to fuel their growth as the post-pandemic era is around the corner. When Post Malone wears Crocs you bet your bottom fucking dollar some people are jumping on that train just like McDonalds and Travis Scott. The Stans need to Stan bro, don’t kill their vibe dawg….. God I promise to never write a sentence like that again.
Croc’s slow but sure strategy has been working out for them. The anti-fashion, pro-comfort stance of Croc’s baffled us in the early days and many wrote them off, but Croc’s is having the last laugh or Rawr XD, or whatever the fuck they do to celebrate by pushing further into the comfort over fashion strategy, that is winning big time in sales and in the eyes of investors. Croc’s has proven to be a COVID winner, in the face of well…. Like everyone. As so many other companies hunker down, Croc’s stood out as they always do.
Croc’s next big obstacle will be sustaining the momentum that they have right now. COVID will end, people will go back to work, and some will be fired for wearing fucking Crocs to their brokerage firm. But such is life and we will move on. Croc’s has a moment right now to be the next “house slipper” the next “put on whatever the fuck is closest for taking out the trash”, the next “walk to the liquor store but you better come back unlike your father”. Croc’s is truly having a moment in the sun, and investors are happy, but now they need to turn their short term success, into long term customers and profits.
Anyway, that’s my take on it. Until next time. -GS
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