Can the Crocs brand survive a stock plunge?
Yesterday the Crocs stock price plunged more than 30% on indicators of slowing growth. This precipitous drop has raised questions about the future of the Crocs brand beyond its fun shoe origins.
We wrote about the Crocs brand and its long-term prospects a month ago, noting then that short-sellers controlled 20% of the stock and were primed to profit at any sudden downturn.
From vibrant to visceral
As we noted in our analysis, the challenge for the Crocs brand is to advance from a vibrant fun shoe to a more visceral brand proposition, one involving the whole customer in more than “footwear” mode. This type of brand solution is still entirely viable. An unsettled stock price may make it even more imperative.