An investment in social listening, a reappraisal of the classic clog and a successful debut on TikTok – as well as an organic boost from the streetwear scene – helped Crocs’ sales lift an unprecedented 20% year-on-year. The Drum meets the marketer behind the turnaround strategy of a once-maligned brand.
Terence Reilly was in China when he was hit by a flash of fried chicken inspiration.
The global chief marketing officer of Crocs – and a shoe retailer through-and-through – had noticed how popular the all-American KFC brand was with Chinese consumers.
He began mentally drafting a crossover collaboration, one that would somehow Read full story ›
Source: The Drum
Industry News
