Executive Vice President & President for the HEYDUDE Brand, Crocs
Search every verified Terence Reilly interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. In a 2017 interview, Terence Reilly, then chief marketing officer of Crocs, described the company as a $1 billion brand selling over 55 million pairs of shoes annually. He acknowledged that Crocs had experienced a "wonderful fad" and a subsequent decline in popularity, but stated that the brand maintained a "strong fan base" and was working to convert "considerers and neutrals" into loyal customers. Reilly said the company was "listening to our consumer" and focusing on improving search functionality on its website and through wholesale partners such as Amazon, Famous Footwear, and Shoe Carnival. Reilly discussed the company's increasing use of data to model media mix and shift spending from television to digital and social channels, where it could be measured and optimized. He noted that Crocs was prioritizing video content over traditional television spots, as he said consumers were responding more to video. Reilly also speculated about the future of footwear technology, mentioning the potential for voice-activated features and the company's "jibbitz" charms. He stated that Crocs' immediate goal was to "put as many pairs of Crocs on people across the world" and that content creation was a key part of that strategy.
“We're a 1 billion dollar company and we'll celebrate our 15th birthday this year, so pretty remarkable success for a small little brand founded in Boulder, Colorado that's now known the world over. We sell 55 million plus pairs a year, so we're doing a lot of things right.”
“We have a strong fan base, lots of loyal consumers, and we're really trying to convert a lot of those considerers and neutrals to also join our group of loyalists. We're listening to our consumer, you know where our consumer is is where we try and be.”
“We've made a significant improvement in the ability to search for footwear at Crocs.com with our wholesale partners, whether it's through their brick-and-mortar or their e-commerce channels. So we're really listening to where she's shopping and doing our best to reach her and serve her there.”
“Some of our partners alone, Amazon for example, is obviously the big epicenter for a lot of that from both a reach as well as an immediate shopping experience. Certainly our partners, whether it's Famous Footwear or Shoe Carnival, their e-commerce platforms are well traveled, very highly visited, and so where we can sh...”
Riding the wave of a consumer fad can be a thrilling experience. But sustaining or growing a business after the next hot trend ...
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