New Croc Clogs Mean Matching Outfits for Your Dogs - WSVN 7News

(CNN) — From cowboy boots to charms that smell like fried chicken, foam shoe maker Crocs has a reputation for eccentricity. This month, Crocs is putting its best foot forward: the maker of quirky but comfortable shoes is launching a line of clogs for dogs.

Pet Clogs are part of a partnership with pet supply company and subscription service BARK as part of Crocs’ annual “Croctober” campaign, when it launches a fan-inspired product.

Companies often release promotional or limited-time items to increase their brand awareness. Special soda or candy flavors, partnerships with influencers or other brands, even items that aren’t meant to be taken seriously can help a business get a burst of publicity and stand out in a crowded market among shoppers struggling with inflation. and look to stretch their dollars.

“(The market) is returning, from my perspective, to what it was before the pandemic, which is that key promotional periods are super important,” CEO Andrew Rees told analysts during an earnings call in August. “We believe you need to participate in these promotional periods to get your fair share of consumer spending.”

Americans have been shelling out more money for their furry friends over the past decade. The Bureau of Labor Statistics reported that pet spending increased 77.9% from 2013 to 2021.

Pet owners spent a total of $147 billion on pet-related expenses in 2023, and that number is expected to rise to $150.6 billion this year, according to the American Pet Products Association.

But analysts say Crocs’ foray into the pet industry is more than just another surprising marketing stunt — it’s a demonstration of the power of its loyal fan base.

The power of fandom
Despite — or perhaps even thanks to — frequent mockery from fashionistas, Crocs has carved out a niche for itself in pop culture. Its meme status and tendency to go viral are helped by star-studded collaborations, from the likes of Justin Bieber to Bad Bunny.

And the shoe brand’s sales soared in 2020, thanks to the rise of casual fashion during the pandemic.

“Crocs has a very strong fan base and is very good at engaging with them through social channels and marketing campaigns,” said Neil Saunders, retail analyst at GlobalData.

If you need proof of the power of their fans, just look at how quickly limited editions sell out. In 2021, a pair of adult clogs inspired by the Disney/Pixar character Lightning McQueen from the film “Cars” sold out just under an hour after their release on the Crocs website.

Perhaps one of the reasons for Crocs’ enduring popularity with its fan base, which Saunders characterized as “cult-like,” is its active engagement with its consumers, making even the most seemingly ridiculous fan requests come true (see: Crocs inspired by the character from the DreamWorks film “Shrek”).

Saunders says the launch of Pet Crocs, described by the company as “one of the most requested products in the brand’s history,” is another move that should attract younger, more social media-savvy fans.

“In many cases, these will be fun purchases that people will share on social media, helping to amplify the Crocs brand,” he said.