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00:00 How did Crocs go from a flop to a multimillionaire fashion icon?
00:03 In 2000, three Colorado friends made light and waterproof shoes called Crocs.
00:08 Despite their leather, they were hugely successful in 2000.
00:11 But from 2008, everything changed.
00:13 Crocs fell into oblivion and the company found itself with a multitude of other shoes
00:17 without anyone to buy them.
00:18 And the company even suffered a dizzying loss of $185 million.
00:22 However, since 2019, sales have tripled, with more than 100 million pairs sold each year.
00:27 And here are the three secrets that led to the success.
00:29 First of all, the pandemic.
00:30 Yes, during the pandemic, we had more a desire for comfort than a desire to be fashionable.
00:34 In 2020, Crocs had its best year and its shares increased by 300%.
00:38 Secondly, their unique marketing strategy.
00:39 They launched themselves in collaborations with personalities like Justin Bieber, Post Malone
00:43 and even KFC to create limited editions of Crocs that were sold immediately.
00:47 And finally, nostalgia.
00:48 Because everything from the 2000s has come back to fashion and with it, Crocs.
00:52 The company even launched a collection with jewelry that you could add to your Crocs,
00:57 which allowed you to reach a much younger target.