Blog: Fad or favourite?
Leonie Barrie | 28 August 2007
Determined to prove they are more than just a passing fad, both Crocs and Heelys are attempting to diversify beyond their hallmark footwear lines as they search for new revenue streams.
Crocs, the maker of colourful clogs, has already branched out into more upscale shoes and boots, and today unveiled its new clothing line for the first time. All products feature Croslite, its patented closed cell resin, which appears in either the sole of the shoes or extruded into fibres and woven into the fabric of its garments. A smart move that means the company retains its unique edge even when it steps into new markets.
Croc’s shares closed near an all-time high yesterday after details of its latest venture were announced. Analysts praised its apparel roll-out to men and children first before embracing the more fickle women’s sector. Likewise, its five acquisitions in the last year appear to dispel the notion that it’s more than a one-trick pony.
Heelys, on the other hand, branched out from wheeled footwear at the end of last year when it launched a new apparel line. But after stellar growth, it has recently run into one setback after another. Earlier this month company officials warned sales were slowing and inventories were building after retailers over-ordered and the shoes started to fall out of favour with fickle teens and tweens. A spate of accidents among children wearing the shoes has also given rise to safety concerns over their use.
The company is now releasing new shoe designs, including non-wheeled trainers and a wheeled boot later this year as it tries to kick-start demand.
So although both companies talk about evolving into a global lifestyle brand, it’s only when the popularity of the original shoe formats starts to wane that we’ll be able to see who’s really carved a growth business out of a fashion craze.
Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...
The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...
Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...
With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...
- What TTIP might mean for US, EU textiles & apparel
- Four steps to reduce product defects
- Geo-political uncertainty and how to survive it
- Unlocks for the future fashion sourcing landscape
- Adidas raises the bar for North America sales
- H&M, VF Corp and Levi among most ethical companies
- US Q4 in brief – Destination XL Group, Caleres
- PVH Corp to acquire e-commerce retailer True&Co
- Sears has "substantial doubt" of future
- Vietnam limits hazardous chemicals in apparel
- Central and East Europe Report Package
- Central America strategic sourcing review - a focus on Guatemala, El Salvador and Honduras
- When Things Go Wrong - A Practical Guide to Managing Common Problems in Apparel Sourcing
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Outdoor performance apparel 2016: A broader perspective