Yann Le Bozec, VP of EMEA-LATAM marketing at the brand, breaks down the strategies used by the company to reach the Brazilian public
Created in 2002, Crocs arrived in Brazil in 2007 and, at first, generated mixed feelings among Brazilian consumers. Years passed and, little by little, shoes that feature a specific material and different aesthetics gained ground on the market.
According to Yann Le Bozec, VP of marketing EMEA-LATAM at Crocs, the footwear’s early fame in Brazil was thanks to consumers who had already had access to the brand in the USA.
“Initially, Brazilian consumers had mixed feelings about Crocs. Some already had contact with the brand in the US and were very open to trying it. These initial consumers fully supported the brand that provided them with comfort and this helped Crocs continue to grow in Brazil over the years”, explained the executive.
In the brand’s first months in the country, shoe sales were made through wholesale, but soon the brand began to open its stores and currently has more than 160 spaces spread across the country.
As an international brand, it needed to undergo some adaptations to communicate with the Brazilian people so that it was possible to place the products in people’s routine.
“The brand makes a point of being present at regional moments, such as Carnival, for example. Last year, we had a very busy calendar, marked by important product launches and several important collaborations. We always consider an adaptation of seasonality in our calendar of marketing, respecting the summer and winter collections according to the Brazilian seasons”, stated Bozec.
Speaking of collaborations, Crocs has become a reference in licensed products, having already launched collections with franchises such as Disney, Star Wars, Shrek, Hello Kitty, NBA, Pokémon, Harry Potter, Minecraft, Sonic, Marvel and others, which also go through adaptations for each region and market where the company operates.
Furthermore, the company’s VP of marketing also highlighted that Crocs is based on a series of criteria to select the partnerships that will be formed. According to him, companies need to share the brand’s fundamental values, such as individuality, inclusiveness and self-expression.
In an interview with propmark, Bozec tells the history of the brand in Brazil and breaks down the strategies that are used to bring Crocs closer to consumers. Read the full interview:
What is the history of Crocs in Brazil? When did the brand arrive in the country?
Crocs began in Brazil in 2007, producing the iconic Classic style locally and importing additional products to complement the line. Initially, Brazilian consumers had mixed feelings about Crocs. Some already had contact with the brand in the USA and were very open to trying it. These early consumers, with their self-confidence to be who they were, fully supported the brand that provided them comfort. This helped Crocs continue to grow in Brazil over the years. Wholesale in Brazil was the initial distribution channel, but soon Crocs Brasil began opening Crocs stores to offer the full brand experience to our fans. Most importantly, you can present a wider selection of styles and also offer the experience of customization through Jibbitz accessories. This allows Crocs consumers to uniquely express themselves, feel included and connect to the Crocs brand value “Come As You Are.”
Does Crocs adapt campaigns from abroad to Brazil?
As a global brand, Crocs has a consistent positioning around the world. We approach all of our programs with a global focus and then adapt this in a locally relevant way – and Brazil is no different. The marketing calendar is made up of global campaigns with nuances of regional adaptations. Furthermore, the brand makes a point of being present at regional moments, such as Carnival, for example. Last year, we had a very busy calendar, marked by important product launches, such as the streetwear-focused Echo line, the Croctober celebration and several important collaborations. We always consider an adaptation of seasonality in our marketing calendar, respecting the summer and winter collections according to the Brazilian seasons. For each campaign, we take care to develop regional content that connects with the local consumer. Regional opinion makers and content creators are selected, partnerships with local media outlets, seeding of products for a regional mailing list, among other activities.
How many Crocs stores are there in Brazil?
Today, our Crocs brand has more than 160 stores nationwide, which are an important part of our direct-to-consumer business and the consumer experience. Our digital consumer channels, crocs.com.br and marketplaces, expand the brand’s reach to a broader audience of consumers across the country. Digital already represents significant revenue, with accelerated growth driven by a broader product offering and the ability to create connections with an expanded consumer base. For example, there are several collaboration styles that launch exclusively on crocs.com.br and the Crocs app to reach a select audience.
The wholesale channel complements our distribution strategy in Brazil, allowing Crocs to reach the entire country with the product line selected by our merchandising teams and products from the entire global product line.
Who is the agency responsible for Crocs campaigns in Brazil?Crocs currently works with two agencies in Brazil: 55 UBRN for organic, social and paid media, and Press Pass for public relations and press.
How do you work on brand communication strategies here?
Crocs’ communications strategy maintains global consistency. Crocs lives for its fans, and one of the fundamental pillars of Marketing is the connection with them. Crocs social media must show Croc Nation that we are a brand made by the people, for the people. As a socially oriented organization, our work is to reflect our community and interact authentically with our fans and followers.
What strategies do you use?
Our organic social strategy is our opportunity to create loyal and engaging consumers, also known as communities. Fan-generated content is critical to growing localized content and reaching our local audience in a truly authentic way. Through User Generated Content (UGC), we can reflect trends in our local markets, which helps us create greater relevance and connect with our consumers in a more impactful and culturally relevant way.
Crocs has grown a lot in the licensing market. How does this work and how do you choose licenses for the brand?
Our growth in the licensing market is driven by strategic partnerships that allow us to capitalize on the enthusiasm surrounding our brand. These partnerships are a crucial component of our product strategy, not only because they excite our current fans, but also because they allow us to connect with new fans. In addition to global launches, we tailor collaborations to each region and market in which we operate, and a large part of our selection criteria is prioritizing partners who share our core values of individuality, inclusivity and self-expression. Last year’s most successful collaborations tapped into millennial consumers’ nostalgia through beloved classics like Disney’s Shrek, Lightning McQueen or, more recently, the iconic Hello Kitty.
Concept stores have become a trend in the market. Is the brand thinking about opening something like this?
Our latest store concept is designed to captivate customers with an elevated floor plan featuring eye-catching storefronts that display a diverse range of key and seasonal products and colors. Incorporating our motto “Come As You Are,” our stores encourage customers to express themselves authentically, particularly with interactive Jibbitz accessory displays where customers can personalize their own footwear and tailor their look to reflect their personality. and style. Our stores reach wider audiences, offering a wide selection of products for adults and children, including our iconic Classic Clog and new sandal silhouettes. While we continually innovate our store concepts, we are always exploring ways to enhance the customer experience and embrace our brand philosophy.
