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Crocs is a brand that I have always considered as a nursing shoe or a Wal-Mart model that people wore because they were cheap. To be honest, the majority of the time that I saw Crocs, they typically were knock-offs or no name styles of the shoe. Crocs didn’t really register as a brand that I had to cover. That was until Crocs shifted into hype and collaborative efforts. The trends accelerated during the Covid-19 quarantine and the work from home movement.
I am always visiting retailers; during retail dives I began to notice merchandising for Crocs. At FootLocker the floating racks that once held Stance socks was replaced with hanging pairs of Crocs. Women and Teens I never expected to see wearing Crocs had replaced their Nike slides with the various colors of Crocs. Nike was no longer the go to for slides. A similar situation happened with a shoe I traditionally connected to a White demographic, UGG. I’m sure at this point you’re reading and asking where this is heading since the post is about Vans. Look above and then take a second to watch the video below.
Vans, who has been one of my favorite brands in the last few years, take a look around the site at the countless articles; understands that while trends are going to shift as states begin opening, it’s important to get in on the WFH leisure trend that will remain relevant. Their Trek Slip-On isn’t really given a lot of love in the video above, but it doesn’t have too. Vans is banking on their recent crossover success and heritage as an alternative sport brand to connect with consumers who might have considered wearing Crocs. The Trek is an obvious cousin to the successful slip-on from the checkerboard OGs. Even this “Croc” like model features the checked look with cutouts that functions as breathable drains. The cupsole of the skate model has been increased in depth to provide more traction.
FootLocker’s Delivery of Alternatives to Nike Slides
FootLocker is intriguing as they adjust to a more aggressive Nike by delivering ads and coverage of alternative brands that will function as an add-on to more sport specific footwear. As I stated earlier, I’ve seen ball players and track & field athletes wearing Crocs as between sport shoes. Those same athletes are also wearing UGGs and because of the cork footbeds providing more comfort and support as well as the ability to mold to the feet, these athletes/customers are also wearing Birkenstock. That’s evidenced in the ad below from FootLocker.
Crocs has had an amazing year, but they have done what Fila did with the Disruptor. The shoes are readily available and while the Disruptor hit resale for about six months, the model is now on deep discount and placed in off-brand retail outlets. When Vans sees an opportunity and they decide to place their marketing methods behind the product: View this link and the roster of athletes under their surf line up, I think it spells trouble for Crocs who may have overproduced a model that simply isn’t capable of standing up to Vans and the host of brands now on the shelf next to Nike and adidas at retail and not hanging on a sock rack.