Crocs, which has risen to fame globally on the back of its distinctive ‘holed’ look, is encouraging customers to get involved in the design of the shoes, using different colours, patterns, materials and accessories. A key feature of the on-ground initiative involves an exhibition of the winning shoes from a similar programme in Singapore.
“Crocs are not only fun to wear, but also a platform for customers to express their creative ideas. The DIY concept actually came from customer feedback,” said Charles Chan, GM, Crocs Hong Kong and Taiwan.
Targeting consumers who are seeking “comfortable, edgy and colourful” shoes, Crocs is also planning to leverage its partnerships with other brands, including Disneyland. “Women often have a sharper sense of what’s trendy and new in the market; they like shopping and are more receptive to new products. The children’s market also has very strong growth potential,” Chan added.
The supporting campaign collateral has been predominantly developed in-house, with regional and global marketing support.
More stores are planned for Hong Kong. Taiwan already boasts more than 50 wholly-owned and partner outlets after opening 12 months ago.
