![]() The next step was narrowing its product focus and geographic footprint. The company, which had more than 5,000 stock-keeping units (SKUs) at the time ended up with too much inventory. When the Great Recession hit in 2008, Crocs was caught flat-footed. Streamlining Its Product Line and Retail PartnersĪt the height of its initial popularity around 2007–2008, Crocs grew wildly to keep up with demand, expanding into too many product lines, distribution channels, and markets. Now, the company must unravel these mistakes. Today, Crocs are one of the most popular shoe brands among teens.Īccording to Crocs CEO Andrew Rees, the company has struggled to resonate with Chinese consumers because of mistakes it initially made entering the country. Generation Z consumers-those born between 19-present a valuable opportunity for Crocs because many of them are new to the brand and they have a tendency to influence other shoppers. ![]() Looking to China, Crocs plans to target affluent Gen Z Chinese consumers. The company’s recent growth is concentrated in the United States.
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