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Crocs gets ‘aggressive’ in marketing push

Footwear brand Crocs, famed for its moulded rubber clogs, is embarking on an “aggressive” marketing push to raise consumer awareness of its full range of products.

Crocs, which has sold millions of pairs of its rubber clogs since the brand launched 10 years ago, has rolled out marketing promotions including below and above the line advertising, social media campaigns and 10 specially customised Crocs black cabs across London to advertise the full range of products, such as heels and wedges.

Crocs is planning to open 35 stores across its 12 European territories, including the UK, before the year’s end.

European retail director Ann Chan would not be drawn on the exact number of stores planned for the UK.

The marketing campaign comes as the brand opened a new concept store in Bluewater on Thursday (June 21).

Chan said the Bluewater store would be a blueprint for new stores and would allow Crocs to showcase its full range of product.

“What people don’t always realise is that Crocs has more than 300 styles including boots, heels, wedges and sandals,” she said.

“Our iconic clog is an important part of what we do and accounts for 50% of our business, but we are a lifestyle brand with footwear for all seasons.”

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