Brett Gillett on LinkedIn: Really interesting sights, whilst based on the US, Crocs also saw… (2024)

💠 Spongebob💠 Pringles💠 Sesame Street💠 Busch Light💠 Bath and Body WorksWhat do these brands have in common? All have collabed with Crocs 🐊 in 2024!The footwear brand has experienced massive growth over the past 5 years hitting nearly $4B in 2023 📈 Not only are they partnering with household name brands but also partnering with famed designers such as Salehy Bembury (previous designer at Yeezy and Cole Haan) and Simone Rocha 💥 Harris has been tracking the brand since May of 2022 in our syndicated brand measurement software, QuestBrand, and have since observed significant lifts in:✅ Brand Equity✅ Momentum✅ Consideration✅ QualityTaking a look at 2024 – Millennials have a great outlook on the brand with a 19% increase in Brand Momentum (% of respondents that think Crocs is on its way up) since the start of the year(Graphic from The Harris Poll QuestBrand)

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A Friday spotlight on growing brands. Footwear & apparel maker Deckers Brands has grown double-digits 3 years in a row, driven by HOKA and UGG. The two brands now account for more than 90% of revenue - Ugg is top volume & Hoka is the growth engine (now 40% of revenue). 🚀 👢 Ugg has reenergized itself among Millennials & Gen Z, the brand even had viral moments on TikTok with the Ultra Mini Platform.👟 It's hard not to notice HOKA everywhere and they have cross-generational appeal (from millennials working out to grandparents in need of comfort).My friend and industry analyst Janine Stichter was quoted “It’s kind of rare to have two brands that are scaled as big as they are and that are growing as strongly..Both Ugg and Hoka rely somewhat on what is trending, but less so than the overall footwear market and the two brands have also been fairly predictable boosts for the company’s revenue. The biggest question is, can they sustain the same level of growth that they are seeing right now?” #futureofretail #retail #brands #growthbusiness #brands

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OK, humor me for a minute. A burning question in the ever-evolving world of branding and marketing is - Can a tagline strike a balance between reinforcing existing brand perceptions and forging a fresh, distinctive image? Enter the enigma that is "Surprisingly Bata." This tagline, while celebrating Bata's shift towards producing eye-catching designs, sparks a crucial confusion in my mind about its impact on the brand's value. On one hand, it harmonizes with the audience's preconceived notions and highlights the brand's ability to adapt to fashion trends, drawing in a younger demographic. On the other hand, it risks potentially diluting Bata's identity as a reliable and budget-friendly footwear provider. Because the audience already connects Bata with a durable brand and not as much as a fashion footwear brand. So is it a better idea to go with their perception and validate it or the better approach is to break the perception by not calling it surprising? There is nothing wrong or right but trying to reverse engineer the strategy. Awaiting your opinions. #advertising #brandstrategy #brandvoice #audienceperception #bata

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👢Stepping into the Spotlight: Discover the strategies top DTC footwear brands are using to stand out in a crowded market! From sustainable innovations to unique collaborations, we're uncovering the secrets to their success. Want to elevate your brand's game? Dive in! 🚀 #DTCBrands #FootwearFashion #SustainableShoes #BrandInnovation🔗 https://lnkd.in/eqSvjUNB

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Theres no “might” about it, I have seen a number of teens to college age consumers come in and not once look to Nike or they view it as a third/fourth option behind New Balance, Hoka and On Running. Namely for lifestyle or everyday shoes, the traditonal powers still hold sway over performance shoes.The era of the futuristic looking shoe that dominated in the 2010s namely the Yeezy, both Adidas and Nike models, among others has slowed down. In my experience younger consumers are looking for the anti hype shoe in a sort of counterculture reaction to the previous decade. Nike still has a hold in this with the Air Force, Blazer, Dunk and the occasional Air Max model, but there are a few issues that keep them back.New Balance also can tout affordability for the consumer. A New Balance 574 retails for $89.99. A Nike Air Force 1 retails for $114.99. It’s a difference that plays a significant factor in the eyes of the consumer who can put that $25 to use somewhere else. Hoka is at the other end of that spectrum with a premium cost but they offset that with a premium level of cushion that most brands are currently unable to compete with.

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👟 Fascinating insights into the world of footwear marketing! This article from Talkoot delves into the strategies and tactics that successful footwear brands employ to captivate their customers.From storytelling to sustainability, the art of winning customers in the competitive footwear industry is multifaceted and dynamic. The piece brilliantly highlights the significance of authentic brand narratives and how they resonate with consumers on a deeper level.I found the emphasis on customer experience and personalization particularly intriguing. Understanding consumer preferences and delivering products that cater to their needs is indeed a game-changer in today's market.Check out the article to discover the secret sauce behind the success of leading footwear brands and gain valuable insights into crafting impactful marketing strategies in this ever-evolving industry. #FootwearMarketing #CustomerEngagement #BrandStrategy 🚀

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Brand Reigns Supreme in Clothing and Footwear, But Value Matters A new survey reveals that brand loyalty is king for clothing and footwear shoppers:- Over 75% prioritize value for money when choosing a clothing retailer.- Price increases are unlikely to sway consumers from their preferred brands.However, promotions and competitive pricing can still influence buying decisions, especially for footwear.#Retail #ConsumerBehavior #Footwear #Clothing #Survey https://ow.ly/GNW350R0Oxc

So how did Crocs go from a dying brand to one of the most iconic staples for Gen Z’s footwear brands?🤔Here’s why we should all be paying close attention to Crocs' marketing playbook… 🐊 They timed their rebrand perfectly in 2018 when Yeezys and the Balenciaga clown shoes gained popularity. It was a peculiar time when athleisure became fashion-forward, and hype beasts were embracing both ugly and comfortable shoes.🐊 They leaned into the critiques, defiantly staying true to their controversial yet distinctive aesthetic. I don't think any other brand has been able to wield jokes about them as effectively as Crocs have in meme culture.🐊 They made tactical collaborations, partnering with cult-favourite brands like McDonald’s, Aries and many more to elevate their brand image. By taking a page out of Supreme's playbook, they've dominated youth culture in a similar fashion.Crocs has evolved to focus on a tapestry of micro-influencers, tapping into countless subcultures — and has completely bodied it. Name me another brand that has executed such an extraordinary playbook 👀👇

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Despite what the names may suggest, “ugly” shoes and “dad” sneakers have been favorites of fashion-forward young women for years. This embrace of chunky soles and bright colors by Gen Z and Millennials has paved the way for more functional footwear to take hold in the minds of consumers —the global sneakers market is expected to reach $85 billion in 2024.Largely due to a rise in popularity among women ages 18-34, #Hoka has expanded past running communities and into the mainstream. The brand boasted a record $429 million in sales in its most recent quarterly earnings report. #Birkenstock just introduced the new Zürich Tech line, placing an emphasis on functionality without compromising design.This interest in good-for-your-feet shoes isn’t limited to “ugly” footwear. High-end brands such as Marion Parke and Julieta Barcelona were founded by surgeons who aimed to engineer comfort and style in their heels. Now that practical footwear choices have achieved “cool” status, orthopedic-friendly fashion is on the rise and looking to thrive.Stay#OneStepAhead with Beanstalk - Brand Extension Licensing Agency #culturalintelligence.To learn more, please contact:Todd Kaufman(todd.kaufman@beanstalk.com)Meredith G. Robbins(meredith.robbins@beanstalk.com)

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Great to see Ales Jurca, our VP of footwear research, referenced in this article about the long needed focus on developing footwear for women based on women's feet.An advantage many of Volumental's brand partners with DTC retail and online businesses have over their competition is they can actually see the feet of the consumers who are buying (or returning) their products. They are not reliant on sell through sizing to make product decisions but on real feet of the people buying and loving their products!Just another reason to partner with Volumental!https://lnkd.in/dxR6RiEK

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