Crocs are making a clean slate after years of trying to break out of its sensible shell by selling other models such as flip flops and sneakers. While those were a nice variation, they resembled the original Crocs shoe style, which still didn’t make them a huge hit for anyone over the age of 10.
Leonardo Salgado, a sophomore management major, said, “I don’t think there’s gonna be a change or anything for the company. It’s not gonna bring new people in.”
Crocs is trying to prove that they can be just as trendy as the next shoe company by selling a “high-fashion” shoe line, which will be released by the beginning of next year. According to the Footwear News website, “The Niwot, Colo.-based firm plans to debut a collection under the Stefano Furiani name to target a more-sophisticated fashion consumer.” Some styles that will be available include: pumps, flats, boating shoes and ankle-strap thongs. Prices will range from $80 to $120.
The brand name is popular among the medical community but has a bad reputation and often gets made fun of. There are a lot of students on campus who are skeptical of the company’s attempt to shift away from their clog image.
“I think that they will be atrocious,” said Rachel Dawson, a senior communication major. “I feel like college students have a little more fashion sense than that.”
Although students aren’t sold, the company is confident that this new approach will have a positive outcome. According to Crocs Investors, they will be expecting revenue between $285 million and $295 million by the third quarter, which will end on Sept. 30. Although their recent revenue in the Americas region were lower than expected, they are very satisfied with their Asia Pacific and Europe retail sales and predict a rise in income.
“We are pleased with the early indications of strong demand from our wholesale customers for spring/summer 2014 product, as pre-books for these products are presently running ten percent ahead of last year. We believe our brand is well positioned to take advantage of our customers demand for colorful and fun footwear in 2014,” John McCarvel, president and chief executive officer, said.
Can Crocs really break away from their distinct look that many people dislike and live up to their new slogan, “A shoe for every you”? It is indeed a mystery to everyone, but I guess we’ll have to wait and see.
Madison Irwin can be reached at madison.iriwn@spartans.ut.edu