Crocs found what has turned out to be surprisingly synergistic partner Post Malone with both of their collaborative Dimitri clogs evaporating upon arrival and commanding solid resell numbers in the secondary market.
Crocs and Malone first partnered on a yellow, all-over-logo version of the shoe that dropped in October 30, 2018 and followed up with a second silhouette featuring a barbed-wire graphic that launched on December 11th. Priced at $59.99 (reselling for around $150 on StockX), the shoes also included a set of Malone-approved Jibbetz that could be purchased separately.
Following the successful drop, Malone’s stylist, Catherine Hahn, is now claiming he’s responsible for the brand’s return to favor. “I was like, I have to try these Crocs because of him, and now I’m like oh shit, I get it. They’re pretty comfortable!” Hahn told Page Six. “I feel like it’s all because of him. Now all the kids are wearing Crocs. Crocs are back.”
Given Malone’s popularity, he’s no doubt added to Croc’s allure, however, the brand has been on a come back trail since April 2017 when its stock was priced at $6.23. (And even prior to its stock recovery, it managed to stave off a near bankruptcy in 2009.) Now priced at $25 and change, Crocs has benefited from a macro trend favoring comfortable branded-footwear and at the same time has worked hard to add some cool to its name through collaborations with Christopher Kane, Balenciaga, and ALIFE, along with celebrities including John Cena,and Drew Barrymore.
At the same time, the brand also worked on cutting costs with the announcement in August 2018 it was moving all its manufacturing operations to Asia.
In Piper Jaffrey’s teen survey, published in October, Crocs was the 13th most popular brand, jumping up 14 spots from spot No. 27 in 2017.
So yes, while Post’s impact is meaningful, his stylist claiming he’s responsible for the brand’s return to favor is very sweet but also far fetched. If anything, Post is the exclamation point on what has been a long and arduous journey back to good standing.
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