Blog: Crocs step out of the box
Leonie Barrie | 6 June 2007
Keen to establish itself as more than a one-hit wonder, Crocs has extended its line of phenomenally successful colourful plastic clogs into a full-blown footwear range featuring shoes and boots. Perhaps the only thing in common with the original line-up is the Croslite closed cell resin footbed, which gives the shoes their characteristic look as well as lightweight comfort. The upper materials are new to the brand – including lamb's wool, leather and suede – and the new prices of $149 to $299 a pair are a far cry from the $30 for Crocs’ standard shoes.
Crocs says the new designs show the evolution of its traditional clog into a full, fashion-focused line of comfort footwear. The company also talks about becoming a global lifestyle brand, and it could well be that its followers can’t get enough of a good thing. But its step into the fickle fashion arena also tellingly shows just how much the company needs to reduce its risk, to competitors unveiling similar product lines or waning popularity of its original shoe format.
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