Haute couture was already proclaiming the success of Crocs in 2016 with the legendary marbled model created in collaboration with Jibbitz, which was presented on the catwalk by Christopher Kane during London Fashion Week. This success continued with Balenciaga, which for its SS2018 fashion show had its models wear the by now iconic platform version of the classic model. Then, from the realm of streetwear arrived the ugly shoes trend, with which Crocs reinforced its relaunching.
However, it was the arrival of Covid-19 that saw this American brand fly higher than ever before: Lyst, the global fashion search platform, revealed that during the months of lockdown, internet searches for Crocs was constantly on the rise until it arrived at +71% in just three months. Confirming this figure, in April and May, were the monthly e-commerce sales of the brand, which more than doubled.
The desire to colour and fill the days spent at home with comfort continued also once the lockdown was over.
It can only be said that the impact of Covid on Crocs was positive.