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Posts Tagged ‘Crocs’

To Turn Things Around, Maybe Crocs Should Just Admit Their Shoes Are Ugly

crocsAfter a boom in which it seemed everyone and their grandmother owned a pair of the wide, colorful Croslite Crocs, the company is in trouble. To turn things around, the company introduced different styles, including ballet flats and heels. Still, the company reports that net income fell 44 percent for the second quarter, it’s going to need to close as many as 100 of its 624 stores around the world and 183 people will have to be laid off.

“The company is now planning to cut back on its range of styles by 30% to 40%, as a result,” says Business Insider.

Now might be the time for Crocs to take a lesson from Birkenstocks: You can’t be successful if you can’t face the cold hard truth that the shoes you sell are ugly.

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Can Crocs Make a Comeback?

Nothing exemplifies the unpredictability of public opinion more than the success of Crocs.

Crocs are the platypus of the shoe world. They look funny, but they’ve somehow managed to dominate a certain segment of the footwear market. Renowned for their vibrant color, orgasmic comfort and a fashion sense that combines the best attributes of a Nerf football and a kitchen strainer, Crocs have enjoyed an inexplicable level of popularity with the public–particularly the American public (we’re looking at you, Mario Batali).

While almost every other fashion line at least tries to combine both style and functionality, Crocs focuses on comfort above all else, and consequently revolutionized shoe design as a result. Most readers won’t be too surprised to learn that the original Crocs were designed as spa shoes. No one will ever win an Olympic competition in Crocs, but the line has made its way into mainstream life for many Americans.

Though the popularity of Crocs appeared to peak as their novelty factor faded, the company recently implemented a marketing strategy designed to re-brand its products as (wait for it) an upscale alternative to competitors—namely Skechers and Wolverine Worldwide—offering similar but less expensive shoes. Read more

Roll Call: Obama Campaign, Horn Group, Edelman, and More

Former press secretary Robert Gibbs is once again working with President Obama, having just signed a contract to officially serve as a consultant on Obama’s reelection campaign. Gibbs has been working “unofficially” with the reelection effort for some time now. He will continue with public speaking engagements, TV appearances, and other work as well. [via Politico]

Horn Group‘s Ben Billingsley has been promoted to partner. Billingsley joined the firm as a VP in 2006, focused on digital. In his new position, he will lead and manage the firm’s New York office. He has worked with clients including Gannett, Adify, and NBC.

David Chamberlain is rejoining Edelman as EVP and GM of the firm’s Dallas office, effective February 13. He previously worked as GM of Edelman’s Shanghai office before leaving for MSLGroup in 2007. He opened that firm’s Dallas office and served as SVP and director  of the issues and crisis group for North America. At Edelman, he’ll report to Helen Vollmer, president of the Southwest region.

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