For one, they set up systems allowing Crocs to respond quickly to demand: If the lime-green Athens shoe is hot in mid-June, the company can make more in two to four weeks. "We want our retailers to be able to turn inventory of popular models over many times during a season," says Hanson. Engineers have come up with 20 footwear styles, from kids' rain boots to women's dress flats; they've also added resin knee pads and the "kneeler," a foam-injected pad for gardeners.
Indeed, "we've just scratched the surface," Hanson says. The company has launched CrocsRx, marketing to doctors who might prescribe specially designed Crocs to diabetics with poor circulation, or patients with back or foot problems. It's pursuing institutional sales to chip-fabrication plants and hospitals, targeting workers who are on their feet all day.
And even as Crocs struggles to keep up with demand in the United States, it has expanded overseas, opening offices in eight nations and Crocs-branded retail stores in places such as Singapore and Austria. Revenue from outside North America was just $5.8 million last year, but it's growing rapidly.
Will those efforts pay off? Will Crocs become more than just a fad? "That's a question that we get a lot," says Hanson. It is, after all, still just a smallish company making a weird, kicky shoe that's had a few really good years. That doesn't qualify, yet, as built to last. But it's not a bad start.
Jennifer Alsever is a freelance writer living in Denver.
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Recent Comments | 14 Total
August 14, 2009 at 4:07am by li love
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August 20, 2009 at 4:40am by Jesica Semon
I tend to see things going this way as well. I'm certain this won't stop at drug use and party behavior (which is actually a ridiculous qualifier as some of the best employees I've seen partied hard on the weekends). What happens when you're denied a job because of some political or religious views you espouse on blog that the HR person doesn't agree with? You know, the kind of information they aren't allowed to ask you in an interview setting. If it can't be asked in an interview they shouldn't be allowed to go looking for that info online. But, I guess you can always make your profiles private so only people you want to see them can.
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