Marketing Brief

ABOUT CROCS

Crocs Inc. is an American footwear company based in Broomfield, Colorado, that​manufactures

and markets the Crocs brand of foam footwear. Crocs, Inc. term these "clogs", but they do not
contain any wood like traditional clogs. Scott Seamans, Lyndon "Duke" Hanson, and George
Boedecker Jr founded Crocs in 2002 to make and distribute the sandals, as they saw its
potential and ease of use for consumers
The Crocs brand stands for innovation, fun and comfort for people who want shoes that
conform to their personalities and lifestyles, as well as to their feet.

Mission
Bring profound comfort, fun and innovation to the world’s feet.

Brand Attributes

●​ Innovative
Radical thinking, industry-leading innovation, meticulous health-minded research, and never
forgetting new ways of better experience.
●​ Fun
Whether it’s with color, clever design, or in the way we get our message out, Crocs™ always
strives for smiles in an effort to elicit a feel-good emotional experience.
●​ Comfort
The bread and butter, profound comfort is all about a feel-good physical experience. Innovations
like advanced ergonomic design, über lightweight technology, and a massaging foot bed all
make sure you’re comfortable from toe to head, and vice versa.
●​ Jibbitz
Jibbitz offers a wide range of unique and colorful charms designed to enable kids to personalize
their Crocs shoes and accessories. These charms are available in various themes, including
entertainment and sports licenses, along with innovative 3-D designs.Jibbitz charms
complement the Crocs product range, including popular styles like Crocband and Mammoth
clogs, catering to both fashion and seasonal needs. These accessories enhance the appeal of
almost every kids’ Crocs shoe, offering endless possibilities for personalization and
self-expression. By providing customizable options and integrating seamlessly with Crocs’
innovative footwear designs, Jibbitz plays a crucial role in reinforcing Crocs' identity as a brand
that celebrates creativity, individuality, and versatility.
MARKET ANALYSIS

The product extension we’ll be launching is Apparels by Crocs. Hence, Let’s understand the
Market of Apparels

Global Apparel Market

The global apparel market is experiencing robust growth, driven by a confluence of factors. The
market size is estimated at USD 1.36 trillion in 2024 and is projected to reach USD 1.78
trillion by 2029, representing a compound annual growth rate (CAGR) of 4.63% during the
forecast period. This expansion is fueled by evolving consumer preferences, technological
advancements in retail, and shifting economic landscapes.

A significant catalyst for this growth is the rise of e-commerce. Online shopping has
dramatically expanded the market reach for apparel manufacturers, allowing them to connect
with a geographically diverse customer base. This has been particularly beneficial for producers
of traditional garments and luxury brands, who can now access markets previously beyond
their reach. The increasing adoption of mobile devices for online purchases, especially among
younger demographics like millennials, is also contributing significantly to the growth of online
apparel sales.

Consumer trends are also playing a crucial role. Rising per capita incomes and a growing
preference for branded products are driving demand, particularly in the luxury segment. The
women's apparel segment is experiencing rapid growth. Fast fashion, along with innovative
marketing strategies, including influencer marketing, are key competitive factors in the
market.

Furthermore, a growing awareness of sustainability and ethical production practices is

influencing consumer choices. This trend has created opportunities for local startups offering
unique designs and concepts with a focus on sustainable materials and production
methods.

Apparel Market in India

The Indian apparel market presents a significant growth opportunity within the global landscape.
The market is projected to generate US$105.50 billion in revenue in 2024, with an
anticipated annual growth rate of 3.35% (CAGR 2024-2029). Women's apparel constitutes
the largest segment, with a market volume of US$51.05 billion in 2024. While the United
States currently leads the global apparel market with US$359 billion in revenue in 2024,
India's per person revenue stands at approximately US$73.19 in 2024, indicating substantial
room for growth.

The Indian market is expected to reach a volume of 41.4 billion pieces by 2029, with a
projected volume growth of 3.7% in 2025. Non-luxury sales are expected to dominate,
accounting for 98% of sales in 2024. A notable trend in the Indian market is the increasing
demand for sustainable and ethically produced clothing.

RESEARCH - Primary & Secondary

Primary:

Summary

The survey responses highlight significant consumer insights into Crocs' brand perception and
the potential for diversifying into an apparel line.

Brand Familiarity and Perception:

○​ The majority of respondents, particularly in the 18–24 age group, are very or
somewhat familiar with Crocs.
○​ Common associations with the brand include "comfort," "rainy footwear," and
"style," indicating strong brand equity in these areas.

Product Ratings:

○​ Comfort: Most respondents rated comfort as excellent or good, reinforcing

Crocs' position as a comfortable footwear brand.
○​ Style: Ratings were mixed, with some respondents finding Crocs stylish while
others perceived it as average.
○​ Durability: Generally rated as good to excellent, reflecting consumer confidence
in product longevity.
○​ Price: Opinions on pricing were diverse, with ratings ranging from good to poor,
suggesting a perception of inconsistent value for money.
2.​ Apparel Line Interest:
○​ A strong interest exists in Crocs launching an apparel line, particularly among
younger demographics. Over half of the respondents expressed interest or were
open to the idea.
○​ Preferred apparel categories include casual wear and activewear, aligning with
Crocs' core brand identity of comfort and versatility.
3.​ Purchase Intent:
○​ Many respondents were "somewhat likely" or "very likely" to purchase Crocs
apparel if it complements their footwear collection, indicating an opportunity for
cohesive branding.
4.​ Demographic Highlights:
○​ The 18–24 age group showed the most engagement and positive responses,
making them the primary target audience for any new product lines.
○​ Older demographics (e.g., 45+) are less familiar with the brand but could be a
growth segment with proper awareness campaigns.
Recommendation:​
Crocs has a solid foundation to expand into casual and activewear, leveraging its reputation for
comfort and durability. Focused efforts on improving the perception of style and price-value
alignment will further strengthen brand loyalty. Marketing strategies should target younger
demographics while introducing initiatives to raise awareness among older age groups.

Secondary:

7P’s of crocs marketing mix

1.​ Product: Crocs offers durable, comfortable, and customizable footwear, including clogs,
sandals, and slides. Their innovative Croslite material is a key differentiator.
2.​ Price: Competitive pricing strategies cater to various segments, balancing affordability
with premium pricing for limited editions and collaborations.
3.​ Place: Crocs products are available online (official website and marketplaces), through
retail stores, and in multi-brand outlets worldwide, ensuring accessibility.
4.​ Promotion: Social media campaigns, influencer partnerships, and collaborations with
iconic brands and personalities drive engagement and brand loyalty.
5.​ People: Crocs focuses on customer satisfaction, training staff to deliver excellent service
in stores and online, and partnering with influencers to connect with target audiences.
6.​ Process: Streamlined e-commerce and in-store operations ensure a seamless buying
experience. Return policies and easy customization processes enhance customer
satisfaction.
7.​ Physical Evidence: Vibrant store layouts, visually appealing website designs, and
distinctive packaging reinforce brand identity and product appeal.

Marketing communication channels of crocs

Marketing Communication Channels of Crocs:

Social Media Platforms: Crocs is very active on Instagram, TikTok, and Twitter. It uses viral
trends, memes, and influencer partnerships to stay relevant and reach younger audiences.

Collaborations and Partnerships: Crocs partners with celebrities, designers, and icons of pop
culture (such as Justin Bieber or Post Malone) to create exclusive collections that gain visibility
for the brand.

Retail and Digital Advertising: Crocs uses a combination of in-store promotions, digital ads, and
email marketing campaigns to promote new arrivals and seasonal discounts.

User-Generated Content: The brand urges customers to express their own unique styles online
to build authenticity and engage with the loyal fan base.

Marketing Material

Campaigns:
 ●​ Crocs' "Come As You Are" Campaign:
Targeted 5 major markets: United States, Germany, China, Japan, and South Korea.
Campaign featured 5 global ambassadors.
Campaign highlighted 5 product lines, including LiteRide TM ️and Classic Clog.
Increased social media engagement
Boosted global brand recognition and sales (specific percentage not disclosed).
The "Come As You Are" campaign was launched in March 2019. During the third quarter of
2019, Crocs reported record revenues of $312.8 million, a 19.8% increase over the same period
in 2018. This growth was driven by a 25.4% increase in wholesale revenues, a 28.2% rise in
e-commerce revenues, and a 12.5% increase in retail comparable store sales.

●​ The "Splash Your Style" campaign

Launched on June 20, 2024, targeted Gen Z consumers in India, emphasizing self-expression
through music and dance during the monsoon season.
Outcomes:
Extensive Reach: The campaign reached over 150 million users, effectively engaging the Gen Z
demographic.
SOCIAL SAMOSA
Cultural Relevance: By aligning with the monsoon season and collaborating with popular dance
influencers, Crocs strengthened its connection with Indian youth culture.
Product Promotion: Highlighted Crocs' versatility and suitability for monsoon fashion, potentially
boosting product interest and sales.
Financial Performance (Q2 2024):

During the second quarter of 2024, Crocs reported:

Revenue Growth: Consolidated revenues increased by 3.6% year-over-year to $1,112 million.

CROCS INVESTORS
Direct-to-Consumer (DTC) Growth: DTC revenues grew by 8.9%, indicating strong consumer
engagement.
NASDAQ
Earnings Per Share (EPS): Adjusted diluted EPS rose by 12% to $4.01, reflecting improved
profitability.

●​ The 'Share the Joy' campaign by Crocs

Increased Brand Engagement:

The campaign tapped into the festive spirit of togetherness and self-expression, effectively
connecting with its target audience, particularly Gen Z and millennials. By leveraging rising
Bollywood stars Vedang Raina and Rasha Thadani, along with influencers like Riya Kohli and
Pratiksha Shetty, it fostered higher audience interaction and engagement across social media
platforms.
Enhanced Brand Positioning:
Crocs positioned itself as a versatile and stylish footwear choice, blending bold individuality with
traditional and Indo-Western aesthetics. This refreshed the brand's image as more than just
casual footwear, making it a must-have accessory for festive celebrations.
Amplified Reach and Awareness:
The integrated campaign approach—across social media, digital platforms, retail stores, and
e-commerce—ensured widespread visibility. The collaboration with influencers and celebrities
also magnified the campaign's reach and resonance among younger demographics.
Boost in Sales and Demand:
By highlighting the versatility of Crocs and their Jibbitz charms as tools for personal expression,
the campaign likely drove sales during the festive season. The emphasis on combining comfort
with style attracted consumers seeking unique, statement-making festive looks.
Connection with Indian Festivities:
The campaign's alignment with India's festive season and its cultural nuances strengthened
Crocs' relevance in the Indian market. The fusion of tradition with modern self-expression
resonated deeply with Indian consumers.
Recognition for Creativity:
Conceptualized by Kulfi Collective, the campaign film and content showcased Crocs as a bold,
youthful, and expressive brand. The campaign likely gained recognition for its creative
storytelling, blending familial warmth with vibrant energy.

●​ The success of Crocs’ collaborations with celebrities further reinforces their marketing
strategy. For instance, the collaboration with Latin pop superstar Bad Bunny led to the
rapid sell-out of a pair of white Crocs in 2020. Similarly, the collaboration between Crocs
and KFC to release chicken-themed Crocs, along with the high heel Croc collaboration
with Balenciaga, showcased the brand’s ability to attract attention through unexpected
partnerships and appeal to different market segments.
●​ Crocs’ emphasis on collaborating with true fans of the brand, like Justin Bieber, has
contributed to successful partnerships and authenticity in marketing campaigns. The
limited edition collaborations, such as the one with Bad Bunny, have not only resulted in
products selling out quickly but have also led to increased demand and petitions for
additional releases.

Aim, Goal and Objective: (Crocs)

-​ Aim: Provide distinctive and comfortable footwear

The company aims to provide distinctive and comfortable footwear that enhances the lives of its
customers worldwide.

-​ Goal: To act on our Purpose strategy and remain accountable to our ambitions Crocs
works on following four goals.

1.​ Circularity
Achieve 50% bio-circular content within our CrosliteTM compounds on a mass balance basis by
2030.
In staying true to our innovative spirit, we are shifting away from a reliance on fossil fuel-derived
inputs to instead focus on using renewable, recycled materials to help make our shoes.

2.​ Climate
Achieve Net Zero by 2040.
Since stating our enterprise goal in 2022, we completed our most comprehensive GHG
inventory to date and identified available interventions for emissions reduction that address
hotspot areas.

3.​ Climate
Reduce the carbon footprint of our Crocs Classic Clog by 50% by 2030.1
We are considering how to optimize both design and materials for lower emissions in our
products, starting with our most popular styles.

4.​ Responsibility
Strive to have all factories and suppliers across both brands complete social compliance audits
with:
100% of Tier 1 factories by 2023.
100% of Tier 2 suppliers by 2024.

S.M.A.R.T. Goal:

1. Circularity: Achieve 50% bio-circular content within Croslite™ compounds by 2030

●​ Specific: The goal clearly defines a 50% bio-circular content target within Croslite™
compounds.
●​ Measurable: Progress can be tracked as the percentage of bio-circular content
increases in the material.
●​ Achievable: Leveraging renewable and recycled materials aligns with Crocs’ innovative
practices and industry advancements.
●​ Relevant: Transitioning away from fossil fuel-derived inputs supports environmental
sustainability and aligns with consumer demand for eco-friendly products.
●​ Time-Bound: The goal is to be accomplished by 2030, providing a clear deadline.

2. Climate: Achieve Net Zero by 2040

●​ Specific: The goal is to reach Net Zero greenhouse gas emissions across the
enterprise.
●​ Measurable: A comprehensive GHG inventory ensures emissions are tracked, and the
impact of interventions can be quantified.
●​ Achievable: The identification of hotspot areas and reduction interventions ensures the
goal is realistic with current and future technologies.
 ●​ Relevant: Addressing climate change is a critical responsibility for businesses in
reducing environmental impacts.
●​ Time-Bound: The deadline of 2040 sets a clear timeframe for action and accountability.

3. Climate: Reduce the carbon footprint of the Classic Clog by 50% by 2030

●​ Specific: The focus is on reducing emissions for a specific product, the Classic Clog.
●​ Measurable: The reduction can be quantified by comparing emissions from current
designs and materials to future iterations.
●​ Achievable: Optimizing design and materials is feasible given Crocs’ innovative
capabilities and R&D resources.
●​ Relevant: The Classic Clog is Crocs’ flagship product, making this goal highly impactful
for their overall carbon footprint.
●​ Time-Bound: The 2030 deadline ensures a sense of urgency and structured planning.

4. Responsibility: Complete social compliance audits for factories and suppliers

●​ Specific: The targets are set for Tier 1 factories (100% compliance by 2023) and Tier 2
suppliers (100% compliance by 2024).
●​ Measurable: The percentage of factories and suppliers completing audits provides a
clear metric for progress.
●​ Achievable: With defined deadlines and dedicated efforts, these goals are realistic
within the supply chain framework.
●​ Relevant: Ensuring social compliance aligns with ethical labor practices and corporate
responsibility.
●​ Time-Bound: The deadlines (2023 and 2024) provide specific timeframes for achieving
compliance.

-​ Objective: To create a more comfortable world for all.

Aim, Goal and Objective: (Crocs Apparel)

●​ Aim:
To seamlessly extend Crocs’ iconic brand ethos of comfort, innovation, and individuality into the
world of apparel, creating versatile and functional clothing that empowers self-expression while
maintaining the brand's core commitment to sustainability and bold design.

●​ Goal:
To establish Crocs as a lifestyle brand by diversifying its product portfolio with an innovative and
inclusive apparel line that complements its iconic footwear, drives customer loyalty, and
strengthens market presence in the global fashion industry.

SMART Goals
Specific (S):
To establish Crocs as a lifestyle brand by diversifying its product portfolio with an innovative and
inclusive apparel line that complements its iconic footwear, drives customer loyalty, and
strengthens market presence in the global fashion industry.

Measurable (M):
Success can be measured through specific metrics:
Sales revenue from the apparel line.
Increase in brand loyalty scores and customer retention rates.
Market share growth in the lifestyle and fashion industry.
Customer engagement through product adoption and feedback.

Achievable (A):
Utilizing the existing loyal customer base, established expertise in creating comfortable,
innovative products to the apparles foundation, making the goal realistic and attainable with the
right strategy, resources, and partnerships.

Realistic (R):
Diversifying into apparel aligns with current trends of lifestyle branding, where companies
extend into related categories. Crocs’ emphasis on comfort, individuality, and functionality
ensures the apparel line stays consistent with its brand values, making it realistic to achieve
market acceptance.

Time-bound (T):
Launching the first collection within 12-18 months.
Achieving target revenue in 3 years.
Evaluating customer response and brand perception after 1 year of launch.

Objective:
-​ To develop and launch a trend-driven, versatile apparel collection within 12 months that
reflects Crocs' core values of comfort, individuality, and functionality while appealing to a
global audience.
-​ To achieve 20% incremental revenue growth from the apparel line within the first three
years, leveraging strategic partnerships, targeted marketing, and customer-centric
innovations.

Target Market (Crocs Brand)

Crocs employs a multifaceted market segmentation strategy to effectively reach and serve
diverse consumer groups.

Demographic Segmentation:
Crocs targets various age groups and professions by tailoring its product offerings to meet
specific needs. The brand has a significant focus on women and children, with women
constituting approximately 80% of their sales. Middle-aged women, particularly those aged
40-60, are a key demographic, especially individuals in professions requiring long hours on their
feet, such as healthcare, foodservice, and teaching. Additionally, Crocs appeals to the youth
market, specifically those aged 10-24, who are fashion-oriented and value comfort in their
footwear choices.

Geographic Segmentation:

Operating in over 90 countries, Crocs adapts its product lines to cater to regional preferences
and cultural differences. For instance, in North and South America, the brand offers a variety of
footwear, including clogs, sandals, shoes, and boots. In contrast, in the Asia Pacific region,
certain products like boots may be less prevalent due to cultural norms, such as in Japan,
where indoor shoe-wearing is uncommon. This regional adaptation ensures relevance across
diverse markets.

Psychographic Segmentation:

Crocs appeals to consumers who prioritize comfort, individuality, and environmental

consciousness. The brand's emphasis on comfort attracts individuals seeking supportive
footwear for health and well-being. The availability of bright, colorful designs and customizable
options, such as Jibbitz charms, allows consumers to express their unique personalities.
Additionally, Crocs' introduction of eco-friendly collections made from recycled materials
resonates with environmentally conscious customers.

Behavioral Segmentation:

Crocs identifies two primary customer segments based on purchasing behavior: 'Feel Goods'
and 'Explorers.' 'Feel Goods' are typically female, suburban, aged 35-45, and often have
families with children. 'Explorers' are younger, aged 25-30, urban dwellers, with a balanced
gender distribution, and are attracted to the brand from a lifestyle or fashion perspective. This
segmentation allows Crocs to tailor marketing strategies to distinct consumer behaviors and
preferences.

Target Market:

The target market for Crocs Apparel has been strategically identified to align with the brand’s
core positioning as a versatile, fast-moving, premium, and comfortable lifestyle brand. The
segmentation focuses on demographic, psychographic, behavioral, technographic, and
generational factors to ensure the apparel line resonates with the intended audience while
expanding Crocs’ reach in the lifestyle and fashion industry.

Segmentation

1. Demographic:
Crocs Apparel targets individuals aged 16-35 years, primarily Gen Z and Millennials, who are
highly influenced by trends and seek comfort in their fashion choices. The apparel line is
gender-inclusive, offering designs that cater to men, women, and non-binary individuals. It
appeals to middle-to-upper-middle-class consumers with disposable income to invest in
premium, yet accessible, apparel. Geographically, the focus is on urban and semi-urban
regions, particularly metropolitan cities such as Mumbai, Bengaluru, Delhi, and other tier-1
markets.

2. Psychographic:

The psychographic segmentation emphasizes customers who lead young, active lifestyles,
balancing work, leisure, and social activities. The apparel is designed to cater to these
individuals by offering versatile, multi-functional clothing. Crocs Apparel targets loyal Crocs
footwear customers who already associate the brand with comfort, individuality, and innovation.
It also appeals to consumers who prefer fast-moving fashion that blends bold aesthetics with
practicality.

3. Behavioural

Behaviourally, the target market consists of frequent shoppers in the fast fashion and lifestyle
categories who value reliable brands emphasizing comfort and quality. These consumers
already have high awareness of Crocs as a premium footwear brand and are likely to perceive
the apparel line as a natural extension of the brand’s ethos. Omnichannel buyers, who prefer
seamless shopping experiences across online and offline platforms, form a significant portion of
this segment.

4. Techno Graphic

From a techno-graphic perspective, Crocs Apparel targets tech-savvy consumers who actively
engage with online shopping platforms, social media, and digital fashion trends. These
consumers are heavily influenced by social media campaigns and collaborations with key
opinion leaders and influencers, making digital engagement a crucial aspect of the strategy.

5. Generational and Life-stage

The generational and life stage segmentation focuses on Gen Z (16-25 years) and Millennials
(26-35 years). Gen Z consumers are drawn to bold, customizable, and statement-making
apparel pieces that reflect individuality. Millennials, on the other hand, value multi-functional,
sustainable clothing that blends comfort with modern style. Life stage considerations include
college students and young professionals who prioritize affordability and versatility, as well as
young families seeking inclusive, practical designs for active, everyday wear.

Positioning in the Industry:

Crocs Apparel positions itself as a brand synonymous with versatility, offering adaptable apparel
for various occasions, including casual outings, activewear, and semi-formal settings. It aligns
with fast-moving fashion trends to appeal to younger, trend-conscious demographics while
maintaining premium and comfortable designs that reflect Crocs’ legacy of combining style and
functionality.

The distribution strategy integrates retail presence by launching the apparel line in existing
Crocs footwear stores, focusing on high-traffic markets like Mumbai and Bengaluru to maximize
customer engagement. In addition to this, standalone Crocs Apparel stores will be established
in key retail locations to enhance brand visibility and create a distinct identity for the new
product line. To strengthen its digital footprint, Crocs will create a dedicated apparel section on
its website and partner with leading e-commerce platforms to reach a broader audience.

Budget

Crocs Inc.'s global marketing expenses amounted to approximately 317.4 million U.S. dollars. In
Digital Investment is a key component of Crocs' growth strategy. The company expects digital
to represent 50% of its brand revenues by 2026.
The digital marketing investment of $40.9 million in Q3 2024 illustrates Crocs’ commitment to
utilizing innovative promotional strategies that resonate with consumers.

Time Schedule of the Campaign: 3 months

Evaluate:
Brand Awareness-
Website Traffic, Social Media Reach & Engagement, Store visits.
 Creative Brief:

Basic Problem the Campaign Needs to Solve

Premium streetwear often lacks a balance between bold designs, functionality, and comfort.
Most high-end streetwear brands prioritize aesthetics and exclusivity but fail to deliver versatility
and everyday usability. Consumers are also skeptical about investing in new premium apparel
brands without understanding the value proposition.

The campaign aims to solve these issues by:

-​ Establishing trust in Crocs' shift to premium streetwear through the brand's legacy of
comfort and quality.
-​ Demonstrating how Crocs’ premium apparel combines luxury designs with unmatched
functionality and comfort, making it a practical yet aspirational choice for modern,
fashion-conscious consumers.
-​ Justifying the premium pricing by emphasizing top-tier materials, innovative designs, and
the added value Crocs brings to the streetwear category.

Campaign:

Phase 1: Pre-Launch (Teasing the Collection)

Duration: January 15 – February 28, 2025

January 15-31, 2025:

Digital Media:

● Teaser campaign across Instagram, Pinterest, and YouTube showcasing

premium designs and fabrics.

● Collaborate with 5-7 luxury influencers for cryptic posts and reels wearing
subtle hints of Crocs apparel.

● Spotify ads teasing the launch with audio like “The next level of premium
streetwear is coming.”

Print Media:

● News Coverages about the Brand in Vogue India, GQ India, and Elle with the
tagline “Elevate your wardrobe.

OOH: Static teaser billboards in Mumbai, Delhi, and Bengaluru featuring minimalist visuals and
QR codes linking to a countdown microsite.
February 1-14, 2025:

Digital Media:

● Build anticipation with a countdown campaign on social platforms.

● Run Instagram and Facebook ads showcasing short clips of fabrics, fits, and
bold text overlays.

● Use email marketing for existing Crocs customers with exclusive sneak
peeks.

Print Media:

● Place full-page teaser ads in The Times of India and The Hindu.

Phase 2: Launch (Big Reveal & Event)

Duration: March 1-15, 2025

March 1-7, 2025:

​ Digital Media:

● Official launch posts on all Crocs India’s social media accounts, showcasing
the collection with bold, vibrant videos.

● Influencers post unboxing content featuring detailed looks at premium-quality

designs.

● Announce giveaways on Instagram to create buzz.

Print Media:

● Feature detailed advertisements in Vogue, GQ India, and Elle showcasing

apparel designs.

OOH:

● Launch high-impact digital billboards in metro cities featuring models wearing

the collection.

March 8-15, 2025:

Event Production:

● Host a grand launch event in Mumbai, with pop-ups in Delhi and Bengaluru.
Invite influencers, press, and fashion enthusiasts.

● Introduce an AR experience where attendees can visualize the outfits on

themselves via QR codes.

Phase 3: Sustaining Momentum (Post-Launch)

Duration: March 16 – April 30, 2025

March 16-31, 2025:

​ Digital Media:

● Continue paid ads on Instagram, YouTube, and Google Ads. Focus on

product features like “Unmatched quality meets bold designs.”

● Collaborate with top-tier bloggers for long-form reviews on styling the apparel.

​ Print Media:

● Feature styling ideas in Lifestyle Asia and Hindustan Times’ Brunch

Magazine.

April 1-30, 2025:

​ Digital Media:

● Launch a TikTok campaign encouraging users to create content styling Crocs

apparel. Use hashtags like #BoldAndPremium and #ElevateWithCrocs.

● Add remarketing campaigns on social platforms targeting viewers who visited

the website.

Event Production:

● Conduct pop-up shops in premium malls, allowing customers to experience

the collection firsthand.

Advertising Objectives:

Informative
Persuasive
Communication Objectives:

Brand Awareness and persuasive

Highlighting the craftsmanship, unique designs, and functionality of the apparel.
Justifying the premium pricing by emphasizing value through quality, innovation, and brand
reputation.

Specified TA:

-​ Demographic: Age: 18–35 years.

Gender: All genders
-​ Geographic: Metropolitan cities
-​ Psychographic: Fashion-forward individuals who view clothing as an extension of their
identity.
Streetwear enthusiasts and trendsetters willing to invest in premium, exclusive designs.
Professionals and creatives who seek quality over quantity in their wardrobe.
-​ Behavioral -
​ Combining premium quality with funky, bold streetwear aesthetics, offering a luxury edge
to functional clothing.
​ Occasion: Casual outings, social gatherings, music festivals, concerts, and urban
streetwear fashion statements.

Positioning

Point of Difference (POD):

​ •​ Premium, Vibrant Streetwear: High-quality designs with a Crocs twist—bold
patterns, vivid colors, and functionality.
​ •​ Fashion Meets Comfort: A blend of luxury and comfort, appealing to
trend-conscious urban consumers.

Creative Strategy Statement

-​ Aspirational storytelling that highlights Crocs’ craftsmanship, exclusivity, and boldness,

paired with real-life scenarios where functionality and comfort meet luxury.
-​ Bold visuals, influencer styling, real-life testimonials, and immersive experiences at
music festivals and pop-ups.

Key Message or Selling Idea

Crocs Apparel: Redefining Streetwear. Bold designs. Everyday comfort. Premium quality.
Emphasizes the unique value of combining functionality, bold aesthetics, and comfort in a
premium offering.
Tone of Voice
Keywords: Vibrant, stylish, confident, joyful and innovative.

Supporting Information
1.Playful Comfort
2. Effortless Confidence
3. Happy/ Youthful
4. Trendsetting design

Mandatories:

Logo, Brand Aesthetics, Tagline: From Footwear to Fashion, Crocs has you covered!