I happend by a not-so-kind article on the NY Magazine Web site about the survival plan for Crocs footwear, and although the company has overextended itself and lost money hand-over-fist in Q1 of 09, it seems they have plans to return their roots and focus on their enthusiasts instead of, well, the whole planet.
Their scenario brings up an interesting observation about brands and how they struggle to stay popular. Some products and services like Crocs or hula hoops or Twitter are so unidimensional (which is often a good thing) that, when they hit big, everyone jumps on the wave regardless of whether they are true lovers of the product/service. So when the wave of popularity eventually washes out, those non-zealots walk out like a woman on a bad blind date. What separates these brands from other, more diverse brands like Nike or Facebook is that the latter dictate what’s in fashion and set the bar of what is fashionable and cool and “in.”
If you’re not a powerhouse brand, it’s difficult to set what’s fashionable, as you don’t have the social clout and cache to pull it off. Most successful niche brands can do it by sticking to the niche and innovating a minute category. That and they find their zealots and innovate with them in mind. The zealots are your center, and any strategy that starts with the center is sure to stay true to its roots and maintain its authenticity. And any brand that’s deemed fashionable has long before established a level of authenticity with its customers. Hopefully Crocs finds its way back to center and that its center is enough to support the brand as it regroups.
