Anne Mehlman on brand strategy
From Anne Mehlman on Winning Over the Haters – Even Posh Spice Wears Crocs Now · · Footwear Distributors & Retailers of America—FDRA
“We actually can turn haters into people who love the brand no matter who you are.”
On , Anne Mehlman, Executive Vice President & Brand President for Crocs at CROCS INC, spoke about brand strategy during Anne Mehlman on Winning Over the Haters – Even Posh Spice Wears Crocs Now 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.