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Christopher Kane s Pandemic Pivot | BoF Professional, News & Analysis
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חדשות המותגים: ניחוח חדש מתפשט באוויר
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The Resurgence of Crocs
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In this Article
Following last season’s sleepwear-dominated “More Joy” release, London designer Christopher Kane is back to unveil his latest iterations under the counterpart label. For Spring/Summer 2021, the brand lends it signature motifs “More Joy,” “Sex” and “Special” to loungewear, swimwear and a selection of accessories and home goods.
Within the line, long-sleeve and short-sleeve striped t-shirts sport the label’s signature boxed logo, while hoodies take a more subtle approach with blended embroidery in black and grey colorways. A red t-shirt reads “Special” in large, centered black typeface next to a white t-shirt with “Sex” printed in the same format. Button-up shirts are plastered in repeated branding for each motif, while bathing suits take on a red-black-white color code with the same phrases.
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Crocs, the foam clogs dubbed one of the ugliest shoes ever, saw a recent surge in popularity.
Revenue increased 64% year-over-year, to $460.1 million.
Here s how Crocs rebounded from near bankruptcy in 2009 to become a beloved and polarizing brand.
When Gregg Ribatt took over as Crocs s CEO in 2014, he made two typical moves in an attempt to revive the Colorado-based company that five years earlier was on the brink of bankruptcy. He hired a new chief marketing officer and an ad agency.
Less expected? He cut half of the company s products, closed unprofitable brick-and-mortar stores, and adopted a laser focus on one product: the foam clogs known as the ugliest shoes ever.