Category: Selling

Below is a picture of a ‘brand on fire’– Crocs. The basic summary is Crocs are a highly functional rubber sandal which are really very comfortable.

They have really caught the imagination of the public. But the thing about crocs is that in real terms, they’re pretty ugly shoes. Not very sexy at all. Nothing compared to other sexy consumer products like the ipod or a bottle of San pellegrino. They look a bit like hospital theatre shoes.

But Crocs have made their way into an every day fashion. Love them or hate them, brand ambassadors are now wearing them for their ‘cool appeal’. They’ve become fashionable on beaches, city streets, sailing decks, at swimming pools, cafes, sporting events, as in home slippers and surfers are wearing them to hop over rocks to their favourite reef break. We even see pairs matched up with socks in winter!

The thing is, Crocs work. They really have a multi purpose usage which sandals, thongs, or runners don’t. They grip, they’re water proof, they fit nice, they don’t cause blisters, they absorb shock, they protect and they last a long time. I can’t even begin to imagine how big the profit margins are on Crocs. But the recent range proliferation tells me that it’s substantial – check it out here, or in your local Crocs store to be blown away.

Start up lesson:

If you want to be ‘fashionable’, focus on being ‘functional’.