The brand will open stores in a fundamentally new format
The Crocs brand in the near future, following Europe, will open stores in Russia in a fundamentally new format. This was announced by Eric Petit, CEO of Crocs in Russia, in an interview with FashionUnited.
“Our long-term goal is to become a leader in the casual Life-Style footwear segment. To achieve this goal, we plan to continue to work on optimizing our assortment - full coverage of all four seasons, development of models for all age segments, new interesting product solutions and innovations. In this regard, an important task is to convey the brand’s new positioning to our existing and potential customers, ”said Eric Petit.
To change the brand perception, the company intends to concentrate on developing its own retail. In Europe, the opening of new Crocs stores in a fundamentally new concept store format has already begun. Soon, such stores will appear in Russia.
According to Mr. Petit, Crocs will pay more attention to advertising and, in general, branding, since the communication component is very important when it comes to working with the age segment up to 30 years.
For the first quarter of 2012, Crocs worldwide profit grew by 19,9% compared to the same period last year and amounted to $ 278,8 million. In Russia, 2011 year the company's turnover exceeded 300 million rubles. Sales growth this year for the first quarter was more than 100%.
In 2011, more than 50 million pairs of Crocs shoes were produced in total, and the company's turnover exceeded $ 1 billion. According to fashionunited.ru.