The Strategic Move of Crocs, Inc.

By Jennifer von Briesen, Founder & Principal, Frontier Strategy, LLC

Crocs, Inc. Overview

Crocs, Inc. is a U.S. based shoe designer,

manufacturer, and retailer that launched its
business in 2002 selling Crocs™ brand casual
plastic clogs with straps in a variety of solid,
bright colors. Love them or hate them, the
tremendous popularity of Crocs™ shoes is an
undeniable business success story. Crocs’ bold
strategic move allowed it to break out of the red
ocean and achieve both differentiation and low
costs to create a blue ocean. The result was
rapid growth and global expansion to reach
US$847 Million in revenues and US$168 Million
of profits in 2007, just six years after launch. Crocs store in Boston, MA.
Unfortunately, after that, instead of remaining © J. von Briesen, Frontier Strategy, LLC (2009)
true to the principles of blue ocean strategy,
Crocs started to compromise on the very foundation that made it a success. It lost its focus on a
few simple styles and started offering a wide range of complicated styles and expanded too
aggressively. The result was declining performance and higher costs.

In the rest of this article, the story of Crocs’ strategic move will be explained and will conclude
with some perspectives on the company’s current situation.

Crocs Entered A Red Ocean Industry When It Launched in 2002

The U.S. footwear industry in 2002 was $49.3B in annual sales1, split about 60%-40% between
fashion and athletic. Within the fashion footwear segment, categories are well established with
shoes representing 55%, sandals representing 25%, and boots and other 20%2.

The industry prior to Crocs' strategic move was mature, growing between 1.5%-3% a year, and
competition was extremely intense – a red ocean. The marketplace was nearly all imports, with
only a relative handful of U.S. firms continuing to manufacture domestically. In 2002, import
penetration for all footwear was 98%3. As a result, successful U.S. shoe manufacturers
differentiated their products from imported low-cost footwear on the basis of specialization (e.g.,
sizes/widths, hand sewn features, etc.), quality, exclusive retail channels of distribution,
customer service, and brands4.

Footwear manufacturers designed, marketed, and produced products based on their target
demographic customer segments and fashion trends. Actual production of footwear was
typically achieved through a variety of contract manufacturers, often based in Asia. Footwear
materials, mainly leather, represented about 50% of the costs5, and shoes were mostly
assembled by hand (e.g., cutting, gluing, and machine assisted stitching). The majority of

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 1

manufacturers worked with traditional limited color palettes, materials, and textures, and
created footwear specifically for women, men, and/or children. Large manufacturers invested
heavily on building their brands and advertising, and the large athletic shoemakers used paid
celebrity endorsements from star athletes such as Michael Jordan (Nike).

Retailers were typically required to buy their shoes from manufacturers months in advance and
buy in bulk. Products that didn’t sell over time would be marked down to clear out their stock6.

How Crocs Challenged Conventional Assumptions of Competition To

Create A Blue Ocean

Crocs challenged key industry assumptions and conventions by creating a brand new type of
casual shoe, a clog that was partly a shoe and partly a sandal. It used fun, whimsy, and
imagination to create a blue ocean by making brightly-colored, comfortable and lightweight
clogs with the perfect balance of functional and emotional appeal.

Crocs™ Features with Functional Utility & Appeal Bright Colors for Emotional Appeal

Material has a 
cushiony feel for  Holes increase 
long‐wearing  airflow
comfort

Material is 
Heel straps hold  odor and 
feet in or can be  bacteria 
folded in front  resistant
for easy slip‐on 
and off

Small nubs on the  Photo by Elise Robinson on flickr.com

Soles are  inside help 
slip‐resistant  prevent slipping 
and non‐marking and increase 
blood circulation

© J. von Briesen,
Frontier Strategy, LLC (2009)

Material
The company used a proprietary material called Croslite™ – moulded plastic resin – to create a
unique clog design with perforated holes. Although the holes made the clogs look funny and
cheese-like, this made them more distinctive and original. The holes also made the shoes more
comfortable since feet could “breathe.” The material also had special properties that made the
shoes lightweight, cushiony and very comfortable to wear, odor-resistant, non-slip, skid-
resistant, easy to clean, and waterproof. Compared to traditional materials used by the industry
such as leather, Crocs’ material was inexpensive, less variable in terms of quality, longer-
lasting, and required minimal manual labor for production. This enabled Crocs to produce its
shoes quickly and at an affordable price for its customers.

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 2

Styles and Sizes
Unlike traditional shoemakers having to produce multiple new styles each season, Crocs only
had two styles of clog when it launched and these were intended to appeal broadly to women,
men, and children. Because of the loose-fitting nature of the clogs, Crocs could also produce
fewer sizes than was typically required. Crocs didn’t focus on particular demographics or
segments. It designed for broad appeal across income brackets, ages, and genders.

Colors and Fun

One of the boldest moves Crocs made was to launch its
product in a wide range of vibrant solid colors. Bright
oranges, reds, pinks, and yellows were displayed side
by side on vertical racks in stores to grab attention and
capture shoppers’
imagination. By
breaking
traditional color
boundaries, Crocs
created its own
fashion
phenomenon.
Adding to the fun,
Crocs created a
crocodile face
logo to build a
light-hearted
© J. von Briesen,
Photo by martineno on flickr.com
brand image. Frontier Strategy, LLC (2009)

Purchase Accessibility
For retail customers, Crocs changed the game by allowing them to order as few as 24 pairs and
stock them in a matter of weeks, not months7. Crocs challenged the industry’s conventional
replenishment system by delivering colors and styles that customers wanted right away.

For consumer customers, Crocs designed a broad and extensive distribution system so its
shoes were available in a variety of retail outlets from specialty stores to department stores and
large shoe store chains.

Marketing & Promotion

Crocs used creative merchandising (out-of-box
vertical displays) and word-of-mouth marketing
to build buzz and momentum without having to
spend as much as traditional manufacturers on
advertising or paying celebrities for
endorsements. Celebrities like Al Pacino, Jack
Nicholson, Faith Hill, and many others were
seen wearing the clogs and once the media

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 3

© J. von Briesen, Frontier Strategy, LLC (2009)

caught on, Crocs benefitted from significant free, viral marketing.8, 9

How Factors That Crocs Eliminated, Reduced, Raised, and Created

Achieved Differentiation and Lower Costs

Costs were lowered by the elimination of standard box packaging for individual pairs of shoes.
They were also decreased by the reduction of stock-keeping units (fewer styles, sizes, etc) and
by the use of inexpensive plastic resin material compared to leather and other fabrics. In
addition, the plastic resin material allowed Crocs to lower manufacturing costs because the

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 4

product could be made faster and cheaper using injection molding machines compared to
traditional labor intensive methods. When other shoe manufacturers such as Deckers Outdoor
Corporation and Timberland had Cost of Sales averaging 54% in 2006 and 2007, Crocs’ Cost
of Sales averaged 42%10. Over time, Crocs evolved from using mostly contract manufacturers
(standard industry procedure) to also producing its own footwear in facilities in multiple
countries around the world (e.g., Mexico, Italy)11. This speedy production, also made it possible
for Crocs to revolutionize the traditional supply chain approach and make its shoes available to
a wide range of retailers and consumers within weeks, not months. Crocs was able to build its
brand and build momentum with word-of-mouth marketing without traditional high advertising
costs.

Differentiation was achieved by creating a completely new type of fashionable and functional
shoe that was extremely comfortable to wear and fun because of its bright colors. Whereas
most casual footwear available tended to emphasize fashion over function or vice versa, Crocs'
product combined both using its funky look and bold colors to create fashion appeal while using
its unique material properties to deliver comfort, ease of use, and performance benefits.
Strategically priced around $30 per pair at retail, Crocs were affordable for buyers while
providing retailers and the company with attractive margins at the same time. In addition,
because of Crocs’ innovative inventory replenishment system, which allowed retailers to order
what they needed and get new stock in a couple of weeks, retailers did not need to markdown
or discount their inventory.

Perhaps one of the most inspiring outcomes of the Crocs story is that it fostered further local
entrepreneurship and new market creation. A stay-at-home mom along with her three children
started a business in the basement of their Colorado home called “Jibbitz”® making decorative
charms for the clogs (that attached to the ventilation holes). Kids loved them so much that sales
took off and the mom eventually sold her business to Crocs for $10 million.12

© J. von Briesen, Frontier Strategy, LLC (2009)

Photo by sämyii on flickr.com. http://www.flickr.com/photos/samyii/

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 5

How the Strategic Move Grew Demand and Attracted New Customers
Crocs initially targeted its waterproof clogs to water sports enthusiasts (sailors and boaters) but
its “think big” vision to create footwear with broad appeal was successful and attracted new
customers from all walks of life and regions of the world. Crocs™ shoes are sold in company-
operated stores, outlets, and kiosks, on the web, and through domestic and international
retailers and distributors13.

After Crocs’ initial launch, demand grew rapidly

starting from moms and their daughters, to
people like nurses, doctors, and gardeners who
spend a lot of time on their feet. Over time,
Crocs drew in new customers such as those with
health/orthopedic needs and created a special
line called Crocs Rx™ designed to enhance
therapeutic benefits.

In addition, similar to the way in which Swatch

created new demand for watches as fashion
accessories, Crocs did the same by using colors
and reasonable pricing, turning customers into
© J. von Briesen, Frontier Strategy, LLC (2009)
repeat buyers, with multiple different-colored
Crocs for their changing outfits and moods.

Crocs Strategy Canvas

Shoes for everyone that combine comfort and fashion in a rainbow of colors

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 6

Results
Crocs experienced outstanding revenue growth for its first six years. It grew from $24,000 in
2002 to $847 Million in 2007. Over the same period, Crocs went from negative profits to $168
Million in net income in 200714.

In addition, the company achieved tremendous free positive publicity (e.g., celebrities wearing
the clogs) and won numerous awards. For example, Crocs was 2007 Brand of the Year winner
at the prestigious Drapers Footwear Awards in the United Kingdom15, and also won the
Executive Director’s Award from the American Podiatric Medical Association (APMA) in 2007
for making a significant contribution to the advancement of podiatric medicine for its medical
shoe line, Crocs Rx™16.

Recent Troubles
Yet in spite of Crocs’ phenomenal success, in 2008, Crocs’ performance faltered, revenues
dropped to $721.6 Million and they showed a net loss of $185 Million. While the depressed
economy in 2008 was no doubt a factor in Crocs’ revenue drop, a key problem was that the
company strayed from its initial strategy of few simple styles to a much wider range of more
complicated styles and designs. As shown on a screen shot from the company’s web site
below, Crocs’ product line has ballooned to over 350 styles designed for women, men, girls,
and boys in a broad range of categories. Going way beyond the initial clog styles that made it
successful, Crocs now sells sneakers, boots, flip flops, and dressier styles with heels. Many of
these footwear designs now incorporate fabrics such as corduroy and fleece, adding cost and
complexity to production.

Source: Crocs Company website and Frontier Strategy, LLC analysis

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 7

It also diversified with new brands and accessories, adding further complexity to its business
model and operations. For example, the company tried expanding into Croslite™ clothing and
also acquired and then had to close a company called Fury Hockey that made sports gear18.

Through the end of 2007 the company had struggled to grow fast enough to keep up with
demand, so its response had been to take on more debt and invest in building production
capacity and expanding its product line. Crocs built manufacturing plants in China and Mexico
and opened new distribution centers in Asia and Europe17. In addition, the company built
inventory in anticipation of continued growing demand which didn’t materialize.

The company veered away from its blue ocean roots of simplicity, a low cost structure, and
focused growth and suffered as a result. The company had to lay off over 1,000 staff and close
its manufacturing plants in Canada and Brazil19. And in late September 2009, the company
needed to secure $30 million in a new loan agreement with PNC Financial Services Group for
working capital and its turnaround20. It remains to be seen what Crocs will do to get back on
track, however, the company still has a lot of potential to change course, regain its focus, and
recover, especially if it significantly simplifies and scales back its product line and is able to
return to a blue ocean strategy lower cost structure.

Summary

In summary, the story of Crocs, Inc., is a great example of a company that created a hugely
successful new business by redefining traditional red ocean footwear industry boundaries to
create an attractive, blue ocean. After launching in the U.S. in 2002, the company quickly grew
to achieve a global presence by staying true for a time to the principles of blue ocean strategy
value innovation: maintaining a low cost structure through use of inexpensive materials and
efficient, low cost production while simultaneously creating a leap in buyer value through
colorful, unique casual shoes that were comfortable, fashionable and fun to wear. The story
also highlights how over time, abandoning blue ocean strategy principles and focus can lead to
declining results and negative performance.

Endnotes
1
American Apparel & Footwear Association, Shoe Stats
2
“How Crocs is Outpacing the Pack,” by MSN Money June 7, 2007.
3
Ibid (above 1).
4
Comments of Peter T. Mangione, President of the Footwear Distributors and Retailers of
America, March 30, 2004.
5
“Footwear Manufacture, Wholesale, and Retail” industry overview, Hoover’s.
6
“Crocs: Revolutionizing and Industry’s Supply Chain Model for Competitive Advantage,”
Stanford Graduate School of Business case study GS-57, May 9, 2007.
7
“When Crocs Attack” by Diane Anderson, Business 2.0, November 1, 2006.
8
Ibid.
9
“The March of Crocs” by Karen Attwood, The London Independent, June 23, 2007.
10
Frontier Strategy, LLC analysis of income statements from Deckers Outdoor
Corporation, The Timberland Company, and Crocs, Inc. annual reports.
11
Ibid (above 6).

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 8

 12
“Crocs closes on Jibbitz purchase,” Denver Business Journal, December 5, 2006.
13
Crocs, Inc. website, August 2009.
14
Company annual reports and SEC filings.
15
“Crocs Named U.K. Footwear Brand of the Year” company press release, June, 7, 2007.
16
“Crocs, Inc. Honored with American Podiatric Medical Association’s Highest Award”
company press release, March 27, 2008.
17
“Once-Trendy Crocs Could Be on Their Last Legs,” The Washington Post, July 16, 2009.
18
Ibid.
19
“Crocs auditor questions shoe maker’s viability,” 9News.com, March 18, 2009.
20
“Crocs says entered new loan agreement,” Reuters, Sept. 30, 2009.

Crocs™ and the Crocs logo, and Jibbitz® and the Jibbitz logo are trademarks of Crocs, Inc. All
Crocs product names and other brand names mentioned herein are trademarks or registered
trademarks of Crocs, Inc.

Photos are cited and used with permission from their respective owners.

Blue ocean strategy and value innovation concepts and tools are all copyright Kim &
Mauborgne.

About the Author

Jennifer von Briesen is Founder and Principal of Frontier Strategy, LLC based in Boston, MA
(www.frontierstrategy.com). She has 15 years of experience as a strategy consultant and has
been a Blue Ocean Strategy practitioner since 2002. Jennifer can be reached at
[email protected].

© Jennifer von Briesen, Frontier Strategy, LLC 2009. 9