Once an early 2000s favorite and then a “pandemic shoe,” Crocs are now a staple shoe for many consumers and arguably one of the most “love-hate” shoes today. When they first hit stores in 2002, the brand was a fan favorite for its color options, Jibbitz shoe charms, and movable straps. Eventually, their popularity fizzled out until they made a comeback during the pandemic as an easy-to-slip-on-shoe to wear at home. Since then, Crocs has continued to bounce back – the company’s stocks have grown 167% since January 2020, and annual sales have grown by 200% since 2019, according to sources. 

CivicScience data also confirms the clog giant’s growth. Among those familiar with the brand, nearly a third of U.S. adults have tried Crocs, which is up five percentage points from the beginning of the pandemic (n=4,367). The percentage of intenders has also grown – 10% of respondents say they intend to buy Crocs, up six percentage points from 2021. Similarly, the percentage who are disinterested in Crocs shows a corresponding decrease.

A closer look at Crocs’ customer base and target audience shows that Gen Z adults are the biggest clog-wearers. Nearly half of Gen Z adults aged 18-24 have tried the shoe covered in holes (48%), and another 27% intend to purchase a pair. Adults aged 25-34 are the second-most likely to be owners (42%) or intend to buy them (21%). Meanwhile, usage and intent drop significantly among adults aged 35+, with only 27% owning a pair of Crocs.

“Ugly” is cool for Crocs consumers.

The “ugliness” debate of these shoes could be one factor influencing interest in Crocs. A CivicScience study published in 2021 showed that consumers say Crocs are ugly but still buy them, and the same still holds true today for a quarter of Crocs wearers. However, age groups have different opinions on their “ugliness.” Among Crocs users and intenders, Gen Z adults are the least likely to say Crocs are ugly (13%), which is less than half the percentage of consumers aged 55+ who say the same (29%). 

Even though some may think these shoes are “ugly,” Crocs has utilized brand collabs to become “cool” again. The footwear company has released numerous limited-edition clogs with celebrities, including Justin Bieber, which sold out in 90 minutes. 

When it comes to future collaborations, a quick look at favorability data from CivicScience Insight Store shows that the Kardashians could be a promising collab. Kardashian fans love Crocs – 49% own a pair and 30% are intenders. Additionally, the brand is popular among fans of sports stars LeBron James and Aaron Rogers, with roughly a third owning a pair of Crocs and 19% intending to buy a pair. 

More quick insights: 

  • Among working adults, hybrid workers are the most likely to own a pair of Crocs (47%), whereas fully remote workers are the most interested in purchasing a pair (20%). 
  • With the classic clog costing $50, does price influence purchasing decisions? The data show that those uninterested in Crocs report they’ve become ‘more price sensitive’ over the last year (61%). Conversely, intenders report being the least price sensitive over the past 12 months (27%). 
  • Nearly 7-in-10 Crocs intenders attend sporting events at least a few times a year, compared to just over 4-in-10 consumers not interested in purchasing Crocs.

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