Why Crocs is successful in Philippines, Asia

by Cathy Rose A. Garcia, ABS-CBNnews.com

Posted at Dec 14 2013 01:15 PM | Updated as of Dec 16 2013 07:03 PM

Why Crocs is successful in Philippines, Asia 1
Crocs A-Leigh Closed Toe Wedge

MANILA, Philippines - Whenever someone mentions Crocs, a image of brightly colored rubber clogs comes to mind.

But not many may be aware that the Crocs brand doesn't just have clogs, but a surprisingly wide array of styles. There are stylish wedge sandals and boots to suede loafers and sneakers, which are stylish and as comfortable as the clogs everyone loves.

Asians, especially Filipinos, have embraced Crocs with open arms. Asia now accounts for 41% of the company's total sales.

"Crocs opened their first store in Singapore in October 2005 and we have never looked back. In 2012, Asia accounted for 41% of Crocs’ $1.1 billion total sales," Tom Ramar, vice president for wholesale sales at Crocs Singapore, said in an interview with ABS-CBNnews.com.

Why Crocs is successful in Philippines, Asia 2
Crocs Retro Sneakers for Men

Why are Crocs so popular in Asia?

"I think primarily it’s because we have developed new styles that are distinct to Crocs and yet very fitting for the Asian lifestyle. Asians live for comfort, and they can embrace that through Crocs without giving up their love for fashion. In Asia, Crocs is a lifestyle brand. It’s more than just a shoe; it’s something that can actually be a part of their daily lives," Ramar said

A perfect example is the Crocs Leigh wedge, which is stylish enough for a fashion-conscious woman to wear but extremely comfortable to wear all day long. The Leigh wedge was launched in 2009 and still remains one of its best-selling style.

"Women want to look good which is the reason why they choose the highest heels but often sacrifice their comfort. We at Crocs wish to provide them with both: style and comfort... More and more consumers look at us and can’t believe that the lines we’ve been launching are actually Crocs. Our Leigh Wedge Collection and our Beach Line Collection are examples of how much we have evolved in becoming a more fashionable brand that you can take to both work and play," Ramar said.

Another factor for Crocs' success in Asia is the weather. "Most of the Asian countries that we are in have warm, tropical weather that is perfect for Crocs. It’s not unusual for people to be in something casual at any given time of the year," Ramar said.

Crocs has been in the Philippines for 8 years. Asked how many Crocs has been sold here so far, Ramar said, "All I can say is that we have made a lot of feet happy since we arrived in the Philippines eight years ago. We have definitely brought comfort to a large number of people. Globally, we have sold over 200 million pairs in over 90 countries."

Ramar noted Filipino consumers are very enthusiastic about the brand, and are always active on Crocs' accounts on social networking sites.

"They are very responsive when new products come out, and are very vocal about how they feel. This has helped us usher in a new era of Crocs style and design. The Philippine market is discerning, and we appreciate that they are willing to spend for the quality of Crocs," he said.

Aside from the clogs, consumers also love the Crocs Beach Line and the recently launched Fall Holiday Collection.

"We have seen a rise in the sales of loafers for men, such as the l Boat Shoes and the Walu Lounger. For women, our Huarache collection and our stylish wedges have proved to be very popular," Ramar said.

The Fall Holiday collection features the Duet Sports Clog, Crocs Retro Sneaker, A-Leigh Closed Toe Wedge, Crocband Airy Sling Back, Gianna Glitter Flat and Thermalucent Snake Print Flat.