Crocs is on a roll and hoping to keep that streak going in 2020.
On Thursday, the injection-molded clog brand offered a peek at what it has in store for shoppers, including a marketing campaign packed with global A-list talent.
However, top brass at Crocs have dubbed a new silhouette—the women’s Brooklyn Wedge sandal, offered with a high or low heel—the “must-have” shoe for spring.
The shoe is described as lightweight and simple to wear, with “intuitive” straps for the upper and an extra dose of comfort courtesy of the brand’s proprietary footbed.
The Brooklyn Wedge is all part of the Croc’s desire to focus more on fashion-forward silhouettes while continuing to lead in the comfort space.
To push that message in its new “Come As You Are” campaign, Crocs has enlisted the help of additional brand ambassadors: screen siren Priyanka Chopra Jonas and Chinese firm star Yang Mi. Joining Zooey Deschanel, Japanese actress Suzu Hirose, and South Korean singer and actress Kim Sejeong, these celebrities will be instrumental in pushing these styles into the specific regions the brand has chosen to target in 2020: the U.S., China, Japan, Germany and South Korea.
“As this year’s roster of ambassadors share how they style some of our most popular products—from our Classic Clogs and Slides to the new Crocs Brooklyn Wedge which is the shoe of 2020—they’ll infuse their own personalities, showcasing how self-expression, comfort and style are not mutually exclusive,” Terence Reilly, Crocs chief marketing officer, said in a statement.
Along with the Brooklyn Wedge, Crocs intends to focus on a three-pronged approach to product assortment, emphasizing its LiteRide foam footbeds, sandals and new colorways and accessories for its classic clog.
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LiteRide foam is one of the brand’s chief technological innovations over the past few quarters and will be attached to clogs, Crocs’ Pacer sneaker and its “revamped” women’s stretch sandal in the upcoming season. The footwear firm is paying a lot of attention to the sandal silhouette, with new products coming to its Sandal Shop in time for spring, including the new beach-ready Crocs Tulum collection.
Plus, Crocs plans to release new varieties of its classic clogs and slides. Spring 2020 will see the introduction of cantaloupe, electric pink, lemon and neo mint colorways. Crocs also pledged to continuously introduce new styles of its Jibbitz charms throughout the year as consumer trends and seasonality dictate.
On Tuesday, Crocs also revealed it would raise sales projections for the fourth quarter of its fiscal year, hailing the three-month frame as the best in the company’s history.