Footwear brand Crocs has almost topped the list of fastest growing brands in 2022, taking second place behind Meta.
‘Fastest Growing Brands’ data from consultancy Morning Consult, measuring growth in buying behavior in 2022, has resulted in a list unlike any other year of low-price brands across multiple sectors. The list also ranks growth by generation, with Crocs seen as a popular choice from young to old.
The secret of the company? The US shoe retailer is constantly developing new, trendy models without alienating its regular customers, who are convinced of the function and comfort of the shoes.
Morning Consult Brand Intelligence researched nearly 4,000 brands around the world and 2,000 in the US. The report’s findings show that the 1,689 brands included in the 2022 Fastest Growing Brands analysis have a record-low buying interest. Chinese ultra-fast fashion giant Shein took first place among Gen Z, but failed to beat Crocs overall . This is the second year in a row that the footwear brand has appeared on the list of millennials: in 2021 it was ranked 16th.
The report finds that Crocs has won in terms of cross-generational growth in purchase considerations by appealing to the uniqueness and creativity of brand fans. Crocs offers customization options through Jibbitz charms and opportunities for self-expression through collaborations with brands and celebrities like Justin Bieber and Balenciaga. This is reflected in Crocs’ customer base: those who say they pride themselves on their creativity tend to be more willing to buy the Colorado-based shoe brand.
Crocs’ retail strategy seems to be as ubiquitous as possible, including its own direct store, an Amazon.com brand store, and many retailer partnerships. Crocs are also ubiquitous in the resale market, with some models selling for many times their retail value.
This translated and edited post previously appeared on FashionUited.uk.