Crocs appeal

The iconic boat sandal Crocs was a victim of its own success. After a surge in popularity, cheap, poor imitations eroded its image.

Case study: Crocs appeal

Marshall Ross Cramer-Krasselt

It's a CEO's dream: a product catches fire almost by accident and then takes off like a rocket, seemingly able to soar without the cost of marketing. But then you wake up and realise that the growth would have limits and the product's story was being written by others – others who don't like you.

This is the dream-to-nightmare scenario that global footwear maker Crocs recently experienced. A euphoric high, and then a slam back to Earth. But it's also an example of how fast-acting the power of story can be. Just...

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