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South Africa Edition 3 Crocs.Pdf THE MARKET Locally, Crocs has opened four concept stores Project N.A., a company based out of Quebec, Named after one of the toughest creatures on the and a large number of retailers stock the range Canada. After adding an innovative strap, the planet, Crocs took the world by storm from the across South Africa. original Crocs shoe was born. time of the launch of the footwear range back in Initially intended as a boating/outdoor shoe 2002. HISTORY because of its comfortable and non-marking sole, Originally intended as a boating/outdoor shoe It all started in July 2002, in Boulder, Colorado Crocs began to enter the mainstream with the because of its comfortable and non-marking when three Boulder, Colorado-based founders introduction of the brand’s first Beach Model in sole, the brand introduced its first Beach Model discovered an unusual clog manufactured by Fin November 2002 at the Florida Boat Show - and in November 2002 at the Florida Boat Show in the sale of 200 pairs in two days. From there, America - and sold out in two days. From there, the popularity of the footwear mushroomed and popularity mushroomed and sales poured in. By sales poured in. By 2005 Crocs had become 2005, Crocs had become a bona fide phenomenon, universally accepted as an all-purpose shoe for universally accepted as an all-purpose shoe for comfort and fashion. comfort and fashion. From 2003 to 2004, Crocs focused on With a variety of colours available, there was accommodating its remarkable growth, yet soon a Croc for every outfit and activity, and a maintained its commitment to the core values shoe that also offered real therapeutic benefit to and principles that made the company an instant wearers. Due to its proprietary closed-cell resin success. Crocs expanded its product line, added CrosliteTM material, Crocs footwear has received warehouses and shipping programs, recruited the seal of approval from the United States and hired an exceptional senior management Ergonomics council for reducing up to 62.6 team and acquired Fin Project N.A. in 2004. percent of leg fatigue while standing. Today, Crocs are available all over the world Besides the comfort value, CrosliteTM is a as well as on the internet, as the brand continues waterproof material, enabling wearers to work in to expand significantly in all aspects of its the garden, get their shoes full of mud, and then business. simply hose them off. The shoes are extremely May 2005 saw the launch of Crocs in South light and are virtually odour-resistant. The “clog” Africa. The brand currently has four local design, originally produced in Canada, was given concept stores, located at the V&A Waterfront, a strap for utility and a little flair. Cape Town; Menlyn Shopping Mall, Pretoria; Superb for all-day comfort, Crocs are La Lucia Mall, La Lucia, KwaZulu-Natal; and designed for everyone from three to 100 years at Cape Town International Airport. It also has old. They have become a phenomenon loved by 2006 several licensed distributors and a variety of doctors, nurses, athletes, chefs, travellers, service stores across the country selling the sought-after professionals and of course, boaters, just to name shoes. a few. Being great lovers of the outdoors - and In November 2006, Crocs crossover footwear with kilometres of hot, sandy beaches around line with Disney was released in South Africa, South Africa - locals love the ease and comfort bringing well-loved characters, from Winnie the of Crocs. Pooh through various “princesses” to kids around In keeping with its payoff line, there really is the country. “a shoe for every you”. Crocs’ commitment to providing fun and pleasant footwear experience THE PRODUCT to every foot in the world is also in line with Besides their bright colours, Crocs also come in a the new marketing message of the shoe brand variety of styles. Crocs manufactures its footwear in the Asia-Pacific region in 2010, “Feel Good in company-owned facilities in North America and Revolution”. in third party manufacturers’ facilities throughout the world. The North American facilities provide ACHIEVEMENTS Crocs with maximum production flexibility, In February 2006, Crocs went public on the allowing the company to meet changing customer NASDAQ exchange with the largest footwear demand quickly and effi ciently. In addition, the IPO in history. geographic diversity of its company-operated and A profitable third quarter in 2009 saw Crocs third party manufacturing facilities allows Crocs Inc revenue improve to 177.1 million US dollars, to more rapidly and cost-effectively serve specifi c exceeding the Company’s guidance and the markets around the world. prior year period revenue. Cash increases rose Since Crocs, Inc. began marketing its first 50 percent to 76 million US dollars in first nine shoe model, the Beach model, in November months of 2009. 2009 2002, the company has expanded its product line CROCS.indd 2 7/3/10 10:50:46 Jibbitz decorations which can blogs. In particular, Crocs emphasizes an in-depth, be clipped to the ventilation interactive approach with the grassroots public, holes of the Crocs. These an initiative which can be clearly refl ected in the include designs mainly aimed many grass-roots events and PR exposures the at children, and feature a company puts forward in the local communities. variety of fun and colorful To support its foray on to golf courses, Crocs designs and characters. In signed on as a partner with the PGA Tour in 2008, another nod to the popularity ran a limited flight of advertisements in golf and of Crocs, a line of purses lifestyle publications, and set up a consumer and cell-phone holders - “test drive” booth at 30 professional men’s and called Croc-O-Dials - is also women’s tour events. The on-site Crocs booths produced in a wide array of allowed consumers to take a pair of the golf colors. shoes on to the course to follow the tournament, and then return them at the end of the day. RECENT DEVELOPMENTS Much of the company’s sales comes from As evidence of the brand’s word-of-mouth marketing, with wearers and global growth, October 2009 some health-care providers suggesting them to saw Crocs announce the planned eliminate plantar pain and aching feet, saying the opening of the company’s shoes’ inner support, heel cups, massaging heel largest retail location in the nubs and arch support are ideal for people with world in Boulder, Colorado. foot problems. In January 2010, Crocs donated 50 pairs of shoes to BRAND VALUES the African Children’s Choir to Despite the brand’s rapid and ongoing success, wear as they travelled around its makers still stand behind the core values of the United States. The choir Crocs Footwear: “We are committed to making comprises vulnerable children a lightweight, comfortable, fashionable and from various countries in functional shoe that can be produced quickly and Africa, many of whom have at an affordable cost to our customers.” lost their parents to poverty Besides comfort and function, values or disease. The African associated with the shoe are: Children’s Choir helps these 2010 children overcome poverty • Innovative to include over 120 unique shoe models and in a and spread their message of hope to the world. • Different variety of color offerings; most other styles are • Exciting produced in a palette of four to six colours or • Fun two-colour combinations. PROMOTION • Useful The brand’s Fuzz Collection, which has Crocs are marketed through various initiatives, permanently attached woolly liners, extends the including catalogues in print and online. In- The brand has become a global icon and even range into winter wear. Sporty flip-flops, Mary- store posters and promotions are also used by those who don’t “see themselves” in the shoes Janes, Trailbreak multi-sport sandals and men’s the brand, and the internet site allows customers are converted after wearing them - usually once! Dekum canvas shoes are just a few of the models to buy products online, as well as interact via Today, Crocs shoes are available in some 9,500 in a range that has grown considerably domestic store locations and in more than 125 since the first Crocs turned the countries worldwide. footwear market on its head. The brand also entered the golf shoe marketplace when it acquired golf shoe manufacturer Bite Footware, THINGS YOU DIDN’T KNOW ABOUT and introduced a Croc-styled pair CROCS of golf shoes called the Crocs Ace. Croc’s now-famous ergonomic design All Crocs shoes are constructed with has been expanded further into a range CrosliteTM, a material that is soft, that includes: lightweight, non-marking, and odour resistant • Crocs Rx • Crocs Work By 2003, Crocs had become universally • Crocs Prepair accepted as an all-purpose shoe for comfort and fashion Crocs are certified by the United States Ergonomics Council and To support its foray onto golf courses, the American Podiatric Medical Crocs signed on as a partner with the Association for their therapeutic PGA Tour in 2008 benefits. The company created what it calls an Rx line of models specifically Crocs were named after crocodiles, with healthy feet in mind: CrocsRx which are tough, strong creatures with no Relief, CrocsRx Cloud, CrocsRx natural predators Custom Cloud and CrocsRx Silver Cloud. The Crocs brand was launched in South The company also sells other Africa in 2005 fashion accessories, including the 2007/2008 CROCS.indd 3 7/3/10 10:50:50.
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