Crocs aims to reach $5 billion in sales by 2026

The US company reported sales of $641 million in the second quarter of 2021, up 93% from 2020

In America there is a strong consumer demand for the American brand Crocs. Riding the wave of its record-breaking second-quarter results, the company expects to grow more and more while also committing to achieving zero emissions by the end of the decade. There is no doubt as to why the brand is so successful in the US: by leveraging partnerships with other brands and celebrities, Crocs is positioning its products as more than just footwear, and it is doing a very good job.

Investing in brand marketing: Crocs has one of the best margins in the US footwear industry

Crocs manufactures and markets in America and abroad clogs and other shoes made with patented technology. The iconic clog silhouette, though much debated, is widely recognized around the world, but the company began to move on after the initial fad lost its momentum in 2007.

What can be considered one of the most popular brands in the shoe market in America has now returned to the top, thanks to a number of strategies. These techniques can be useful to all European companies thinking of exporting and selling products in the US market.

To increase sales in America you can develop communication even around just one single product

The Crocs brand realized that the true value of the brand lay in its classic clogs. As a result, it halted the product diversification process and focused all its efforts around that core: its clogs have always been the product with the highest margin, thanks to the materials used and the ease with which they are manufactured.

Crocs has the opportunity to be present in several key markets around the world: for small and medium-sized companies it is sufficient to have a significant presence even only in the American market

And there is no mystery to this: the American market offers enormous growth opportunities for those who enter it with the right equipment. To get the most out of the company's performance, Crocs limited its investments in smaller markets. The number of retail stores in non-core markets dropped from 200 locations (2015) to 63 (2020). The key is therefore to optimize the budget.

Marketing can improve the brand image in the eyes of American consumers in the USA

Crocs embraced the unique aesthetic of its clogs and in 2017 launched a global marketing campaign called "Come As You Are," promoting the idea of individual uniqueness and self-expression, a move designed to attract younger American consumers.

Thanks to collaborations with celebrities such as Justin Bieber and Post Malone, and brands such as Balenciaga, the clogs made in the USA increased the appeal of the Crocs brand.

Now Crocs is experiencing a veritable renaissance in America. Its weapons are entrepreneurial intelligence and the power of self expression

The need of the American Millennials’ and Gen-Zs’ for personalization and self-expression are what has helped the brand become popular again in the United States. The vibrant colors of the clogs, with selections of charms to be applied on top, are offering American consumers a truly one-of-a-kind shoe.

In a nutshell, the American brand's products are perfectly suited to the needs of the main slice of consumers, giving Crocs a significant advantage over other footwear brands and ensuring it gains even more market share in the United States.