Anne Mehlman on marketing strategy
From How Crocs Turned a Fan Meme into a Multi-Drop Sellout | Anne Mehlman Interview · · Footwear Distributors & Retailers of America—FDRA
“There was another one where we had a post that was actually asking for Lightning McQueen shoes in adult sizes and they started like a change.org or you know um situation where we had so uh the marketing team went out and said like if we get so many signatures we'll make it and so we did we made it we've dropped it red we dropped it like five times or even more now I think it's sold out every single time because you know again just looking for these small moments that the fans are looking for and staying close to connection.”
On , Anne Mehlman, Executive Vice President & Brand President for Crocs at CROCS INC, spoke about marketing strategy during How Crocs Turned a Fan Meme into a Multi-Drop Sellout | Anne Mehlman Interview on Footwear Distributors & Retailers of America—FDRA.
About Anne Mehlman
Anne Mehlman, Executive Vice President and Brand President for Crocs, has discussed the brand's growth and strategy in several recent interviews. She stated that Crocs made a decision to focus on its iconic clog and introduced Jibbitz to allow for personalization and self-expression. Mehlman described Crocs as a "democratic brand" that aims to serve consumers across genders, ages, and markets. She noted that the company has grown revenue every year since 2018 and has sold over half a billion pairs of shoes since its inception. Mehlman also highlighted the use of bio-based resin in shoes as a sustainability initiative. Mehlman outlined three strategic initiatives for the company: continuing to drive digital growth, expanding the sandals business, and focusing on Asia, particularly China. She said that digital channels account for about 36 percent of revenue and that the company has doubled its digital business since 2019. Mehlman discussed the brand's collaboration strategy, citing partnerships with Post Malone, Justin Bieber, Bad Bunny, and the Russian band Little Big. She also mentioned a fan-driven campaign for adult Lightning McQueen Crocs, which sold out multiple times after the company agreed to produce them following a Change.org petition. Mehlman noted that Victoria Beckham, who had previously criticized the brand, later wore Crocs boots, which she described as an example of turning critics into fans.