Interview by Melanie Gropler

Footwear brand Crocs has been formerly well known for its iconic colorful molded plastic clogs. For next fall/winter the brand will launch its first trend-based collection. “We are seeing the re-emergence of the fashion clog in the market, which is an exciting opportunity for Crocs to elevate our women’s style proposition in a silhouette that is iconic to our brand”, explained Crocs’ Interim Managing Director Europe Ann Chan. What that means in detail for the styles discusses Chan here.


Crocs
Crocs
What are Crocs strongest styles and the bread & butter products for the season?
We will continue to build around our core iconic molded clogs, as well as our lined clogs.  In FH16 we will be launching a new lined collection based on our iconic Classic clog.  This will include both Kids to Adults and feature a number of different liner options, colors and prints.

Crocs
Crocs
Crocs will be launching its first trend-based collection in FH16. What's so special about the collection?
We are focusing on our consumers and the seasonal trends in the market. The line is built on our franchises and it gives consumers more choices for example within our Women’s clogs range. We add more prints to our best-selling Unisex clogs and we re-design our range of Winterboots across genders. Additionally, more emphasis is put on transitional footwear with our Lina flat collection. There is also a lot of newness in our Rainboot collection.

Why are you choosing to launch this particular collection in this season (FH16)?

We see opportunity in the market for Crocs to extend our seasonality, building on our existing platforms and adding trend-right details. Crocs will have more transitional product and seasonally appropriate Autumn/Winter product. We will have fewer single styles, and more items built around key product franchises.

Crocs
Crocs



How are the new styles for FH16 being adopted from trends in the market?
Our design team is continuously looking at the growing trends in market and working with trend agencies. The trends we adopt need to be relevant for our brand and our target consumers globally. A good example is the clog trend that is happening at the moment.

How does the FH16 collection distinguish Crocs from its competitors?

We will launch style-right and seasonally appropriate product and will continue to build on and expand these categories for future AW collections. We focus on building style-right footwear that is true to our Crocs DNA, giving our customers ultimate comfort and color. Additionally, our collection is grounded in molded footwear, using our unique Croslite material.