Crocs steps forward in fight against poverty

Crocs has donated more than 49,000 pairs of clogs to the Red Cross Society of the poverty-stricken district Yunnan in Guiyang, Guizhou province, at CIIE in Shanghai on Nov 6. [Photo provided to China Daily]

During the CIIE, Crocs presented diversified products in the exhibition booth on the theme Come As You Are, and encouraged Chinese consumers to stimulate stronger inner strength by being comfortable in their shoes. Four product areas were on display including cross-over collaborations, JibbitzTM charms, the Crocs Classic Clog, sandals, and products from Crocs At WorkTM collection.

"In the past three years, our strategy has been around bringing the global strategy around the products, brand, stores, and e-commerce channel back together and ensuring that we are able to localize to the Chinese consumer and into the market," said Taylor, who believes that their next step begins with the consumer.

"We want to get it right with a consumer first, right with a market first, to then really grow. We're thinking long-term China investment," he said.