Crocs brand development history and culture

After a period of development, in 2003, crocs has set off a wave sweeping the world, and has become a multifunctional crocs shoe which is deeply loved by people all over the world and integrates fashion and fun. In February, 2006, crocs was listed on NASDAQ, which set a record for the stock price increase of shoe enterprises on the first day of IPO.

2 born

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In 2002, the three founders of the company noticed that the special material wooden soled shoes produced by Foamcreations of Canada had good anti-slip performance and were very comfortable to wear. After making some modifications on the original basis, they designed a kind of shoes originally prepared for boating. This kind of shoes is very similar in shape to slippers. The vamp is covered with holes, and there is also a rotatable belt to prevent slipping. In 2002, crocodiles received great attention at the Fort Lauderdale International Expo. In 2004, Crocs acquired a patented Canadian company and named this material Crostile resin. This material is a kind of resin with closed pores, which can automatically deform to adapt to the shape of feet under the action of body temperature. The company and its main product name is Crocs, which means the nickname of crocodile. Because crocodile is a strong reptile without natural enemies, this is very close to the company's product positioning. However, the company also had a dispute with the French crocodile company, which is also a clothing industry.

Three kinds of products

Since crocs began to sell its first pair of shoes "Beach" on June 5438+065438+ 10, 2002, the company's product line has expanded to 7 types (plastic molds, flat shoes, boots, slippers, high heels, lace-up shoes and casual shoes), with more than 140 types and near/40 types throughout the year. At the end of 2009, the brand launched Crocband, adding retro shoe elements and sneaker midsole design on the basis of the classic round-headed beach. In May, in response to the World Cup in South Africa, an international limited edition of 1 1 Kaloban will be released: Brazil, Argentina, Britain, Spain, South Africa, South Korea, Germany, Italy, the Netherlands, France and the United States. 1 1 will be incorporated into national flag elements to meet the preferences of different fans.

Karoban International Edition (Brazil)

Kaloban International Edition (Brazil) (4 sheets)

Croslite's innovative design has won the certification of Ergo Ergo in the United States for Crocs, which minimizes the possibility of harm to human body when wearing and can really benefit customers effectively. This non-slip, odor-resistant and traceless antibacterial material Croslite is undoubtedly the key to distinguish Crocs shoes from competitors and counterfeiters. Crocs one-time mold opening manufacturing process not only prevents the waste of materials, but also is beneficial to environmental protection.

Crocs' creative design and changeable colors provide customers with a series of comfortable, multifunctional and leisure lifestyle footwear choices. On 20 10, the brand launched the marketing theme of "feel good revolution" in the Asian market, which simply and directly highlighted Crocs' comfortable, lively and creative brand impression, aiming to convey the breakthrough and change in product design. Provide comfortable and innovative casual shoes for more consumers all year round.

4 distinguish between true and false

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If you don't want to buy fake or imitation CROCS shoes or you want to buy CROCS shoes at the counter. First of all, make sure that all the packages and gifts are complete. CROCS shoes in the counter are all packaged (shoes, brands, hooks, plastic bags, paper bags or cloth bags), and gifts are generally available (CROCS fans, CROCS mobile phone chains, CROCS frisbees, etc.). ) in order to avoid buying fakes is the first step. [ 1]

material

Authentic: Soft-soled light shoes will wrinkle like human skin if worn for a long time.

False: the material is fake, and the foot feel is similar to that of ordinary plastic shoes.

For online shoppers, this can only be checked on the spot when receiving goods.

give exact information

Authentic: Because it is a molding, there will be burrs occasionally, but there will be no problems with letters and details.

Counterfeit goods: Some counterfeits may misprint English letters or print them in the opposite direction because they ignore details or the counterfeiters' English level is poor. Some places look worse.

maintain

Authentic: Due to the special fabric, even if the genuine product has slight creases and prints, it can be recovered by blowing with an electric fan.

False: I haven't tried this, but I don't expect it to have a real reaction.

Side buckle

Authentic: There is a small crocodile logo on the side buckle used to tie shoelaces, which feels smooth and has fine printing.

False: The crocodiles buckled here feel stereoscopic, because the printing technology can't reach that level.

About buttons

Buttons below 10 yuan in the market are basically fake. In fact, there is a good distinction between real buttons and fake buttons, and the words on the back of real buttons are very clear. And you can't scrape it off with your nails. But the words on the back of the fake button fell off as soon as they were nailed. [2]

5 cleaning method

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Crocs shoes with canvas shoes only need to be brushed normally or washed in the washing machine, but it is best not to use washing powder, which will make the shoes yellow, and detergent can be used instead. CROCS shoes should not be exposed to the sun on the balcony to dry, but should be dried, or they can be wrapped in toilet paper to dry. Other crocodiles are normally brushed except the leather surface. Don't use a hard brush to print, use a soft brush or rag. Ordinary crocodiles can be brushed directly with a brush. You can use an eraser if you can't brush the white edges. It's best to brush it clean and dry it, so it won't turn yellow. So your beloved shoes will be clean.

6 product source

Jibbitz, Chinese name "Zhi Bi Xing". It was born in a local family in calado. In 2005, a mother of three children, Sherry Schm.

Kaluochi

Kaluochi

In order to make their 12 crocs shoes more interesting, Elzer himself invented the first batch of decorative buttons made of clay and colored diamond. Sheri's husband Rich saw the potential business opportunities, so Jibbitz's product line officially started from a small family workshop. A year later, Jibbitz has swept the United States and set a considerable figure of 8 million in the world. From June 5438 to February 2006, Crocs officially acquired Jibbitz Company and became an important product line under Crocs.

So far, Jibbitz has a wide range of products. Small buttons gradually add more details and full colors from the initial simple graphics, and the cooperation with major animation brands is also constantly innovating: Mickey Mouse, Garfield, Spongebob, Superman, Winnie the Pooh, Hello Kitty, Doraemon and so on.

In addition to the common small shoe buckles, there are more than 600 kinds of products to choose from, such as mobile phone cases, wristbands, coin purses, collection boards, handbags and so on. These derivatives can also be buckled with small buttons, thus becoming unique.

CROCS shoes

CROCS shoes

Perhaps you are still admiring Carochi's waterproof shoes and sandals for their bright colors and unconventional shapes. Soon, this American company with the slogan "Ugliness is also beautiful" will give you another shock: spreading resin from your feet to your body.

From plastic shoes to plastic clothes

Carochi, a famous leisure shoe brand in Colorado, recently announced that its colorful waterproof shoes will welcome a new partner-Carochi brand resin clothing. Consumers will soon be able to buy tops, shorts and skirts based on Croslite (closed-cell resin) materials peculiar to Carlo. In addition to Croslite, these clothes will be mixed with a variety of natural fibers, such as comfortable cotton or sweat-proof materials suitable for outdoor sports.

CROCS packaging

CROCS packaging

In a fashion show not long ago, Carol showed off her latest collection of clothes, including T-shirts, men's work clothes, children's shorts, trousers and skirts. These new products were sold in the United States from June 6438 to that year 10. A spokesman for the company said that the company has successfully applied a special resin material in shoes, namely Croslite, to spinning, so this new type of clothes will also have the advantages of lightness, durability and breathability. All women's wear will be on the market in 2008. The spokesman explained: "The production of men's wear and children's wear is relatively simple, and a little waiting will make our women's collection more perfect."

The origin of Kaloc

In 2002, a sailor came across a kind of wooden soled shoes made by Canadian plastics company and worn in hot springs. This kind of shoes with weird appearance uses special resin material, which is later Croslite. It is waterproof and light, different from plastic and rubber, it can inhibit the growth of bacteria and fungi, and it can become softer with body temperature, more fit the contour of feet, and it is extremely comfortable to wear, which can slow down muscle fatigue. So the sailor and the founders of Carochi, Linden Hansen and George Bundke, began to sell this unique shoe. Until 2004, Carochi Company, at the suggestion of the regional manager of an electronic product manufacturing company named Ron Sinde, bought a Canadian company that mastered the production technology of Crostile resin for $5.2 million, and officially began to expand its brand.

Today, Carroll has been sold in more than 80 countries around the world, including America, Europe, Africa and Asia-Pacific region, and it also entered China in 2006.

"Ugliness is also beautiful"-this is the impression given by Crocs.

I believe many people are deeply impressed by Carol's unique advertising slogan "Ugliness is also beauty". In fact, this kind of clogs-type plastic big-headed shoes has been unceremoniously rated as the ugliest shoes in history after Ugg boots by many fashionistas. However, the charm of Kaloc has also captured more people. Some people commented that this is an inspirational slogan, which makes all things that are not beautiful become confident and suitable for people who are not confident.

First of all, many children like this kind of colorful shoes very much; Housekeeping mothers also favor it because plastic is easy to clean; Animal protectionists, elderly people who are prone to wrestling and medical staff who want to make their feet easier also like it. More importantly, these "ugly shoes" have appeared on the feet of some international superstars: faith hill, a famous American country singer, Matt Damon, a Hollywood movie star, and Al Pacino, an actress, are all loyal supporters of Carol Chi; Even US President George Bush was photographed wearing a pair of gray Carlo sneakers!

Unlike many well-known brands that pay too much attention to appearance, the three founders of Karochi have the same ideal from the beginning, hoping to inject fashionable and fun elements into the most comfortable shoes. Comfortable design, gorgeous colors and unique resin materials are the main characteristics of Karochi. In the words of Carochi brand lovers, shoes are particularly comfortable, and they follow their feet as if they were on their feet.

Carol also cooperated with Disney Company to design the hole in the shoe in the shape of Mickey Mouse's head, which is especially popular on holidays. With the release of Disney movies, in 2007, Kaloc produced Disney-themed shoes. This strategy aims to help Karochi firmly grasp the changing population, that is, the youth market.

About crocodiles

CrocsTM2002 first introduced non-decoloring outdoor beach sports shoes at Fort Lauderdale International Cruise Exhibition in 2002, which was immediately popular and has been recognized as functional and fashionable light shoes for many years.

During 2003-2004, crocsTM sold well and still adhered to strict quality control. In order to cooperate with the business development, crocsTM expanded its production line, warehouse and logistics to provide better products and services, and introduced the management team of Foam Creations to strengthen the management of the company. Today, crocsTM's sales network is all over the world, and customers can also order online.

Facing the rapid growth of business, crocsTM continues to stick to its faith and provide customers with light, comfortable, fashionable, functional and affordable light shoes.

1.) It's really soft and super comfortable, just like being transformed into your foot model.

2.) The net weight is only 170g.

3.) The pores make the air circulate and keep the feet dry.

4.) Top Italian style

5.) Vents can discharge water and sediments.

6.) It can be washed and bleached.

7.) It is convenient to store, just wipe it clean.

8.) Tailor-made shoe beds can achieve extremely comfortable and supportive effects.

Brand story

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Unintentional work

Shirley Schmahl, 43, lives in Boulder, Colorado, USA. One afternoon three years ago, it was raining and Shirley was sewing at home. In order to amuse the noisy three children, she found some silk decals and beads from the sewing kit for the children.

Wearing Karochi's "hole shoes" for decoration.

Each of the three children has several pairs of Kaloc "hole shoes" of different colors, and they even wear them to school. "I just wanted to make them happy," Shirley recalled. "They were very excited to see these decorations and shouted for flowers of different colors."

Shirley's husband Richard is a successful entrepreneur. When he saw the children happily showing him "hole shoes" decorated with various patterns, he immediately realized that this was a rare business opportunity. The next day, he applied for patents for all Carocci "hole shoes" ornaments and trademarks designed by Xie Li.

After everything was ready, Mr. and Mrs. Schmahl's company was formally established. The company is called "Jibbitz", which specializes in producing Carochi's "hole shoes" decorations. They planned to invest $300,000, but in fact they only spent less than $200,000. "Because we made a profit almost from the beginning," Shirley said.

enjoy great popularity

Schmahl Zega's children came to school wearing Kaloc "hole shoes" decorated with various decorative flowers, and were immediately sought after by other children. They asked to decorate their Kaloc "hole shoes" with various patterns. Orders poured in, flocking to the Schmahl couple.

Three months later, on the wedding anniversary of Mr. and Mrs. Schmahl, the website of Jibbitz Company was officially opened. Schmahl Tse said: "We chose this special day, because this enterprise is the crystallization of our joint efforts, and we will meet the challenges of the future together."

Mr and Mrs Schmahl receive 200 orders every day. With the increasing demand, they began to cooperate with overseas enterprises, and the other side produced jewelry and sold it themselves.

Jibbitz advertised on the website "Let customers express their individuality creatively with personalized shoes". So far, Jibbitz has developed 1 100 kinds of ornaments, each of which costs about $3. These decorations range from the feathers in Harry Potter to the characters in Disney.

Jibbitz also tailored the best-selling accessories according to the characteristics of different regions. For example, the company manufactures football ornaments for Europe, designs "Hello Kitty" ornaments for Asia and sells national flag ornaments to the United States. Jibbitz ornaments have been exported to 86 countries and regions.

Millions of housewives

By August 2006, Schmahl and his wife had successfully sold 8 million ornaments. There is a map on the company website, showing the distribution of wholesalers with red dots. When the map was first established, there were only five red dots on it, and it rose to 20 three days later. In less than two weeks, red dots have spread all over the map. Shirley became a celebrity and was invited to participate in the TV talk show "oprah winfrey Talk Show" and record the first issue of "Millionaire Housewives".

Schmahl Ce and his wife sold Jibbitz to Carochi brand in June 5438+February 2006 for a high price of 20 million dollars. In fact, the two companies have been in contact for a long time. One of the three founders of the Karochi brand also happens to live in Boulder, Colorado. When he saw a daughter of Mr. and Mrs. Schmahl wearing Kaluochi "hole shoes" decorated with Jibbitz ornaments, he immediately gave her his business card and asked her to tell her mother to call herself.

Shirley recalled: "I didn't want to sell gibbets at first." I want to prove that I can handle this. Finally, we succeeded, and far exceeded my expectations. When I sold Jibbitz two years ago, my heart was full of sadness. "

Jibbitz jewelry sales have exceeded $654.38 billion. Shirley predicted that the future sales of Jibbitz jewelry would be immeasurable.

Xie Li admits that Jibbitz jewelry has achieved such a great success that she didn't expect, but she believes that this success will not be short-lived: "Because the brand itself has begun to reposition, I am also designing new jewelry styles. We are actively developing other products. "