Crocs bets on India as top-6 global market, targets Gen-Z
Mint in an interview. “India may not be a Top 6 market for us by revenue today, but we believe it will be a Top 6 market for us long-term.
It has…all of the factors for an outsize revenue opportunity.”Crocs has stepped up its presence in India with marketing campaigns aimed at younger consumers and high-profile celebrity endorsements. Actress Rashmika Mandanna and, more recently, actor Siddhant Chaturvedi have been roped in as brand ambassadors for the country.“We don’t really have a lot of celebrities for our brand, it is only for our tier-1 markets, of which India is one.
Gen-Z has outsize influence globally, and especially in India which has the fastest growing, youngest population in the world,” Mehlman said, adding that targeting the Gen-Z creates a halo effect around the brand.Mehlman emphasized that Crocs aims to be democratic, selling to men, women, and children, while preserving a premium price point without aspiring to be a luxury brand.“We want [customers] to aspire to be in Crocs but I don’t think you need to have the highest price point to be aspirational,” she said. “I think where we fit is that in some [instances] we will be aspirational because we believe in preserving a price point.”A pair of classic Crocs clogs are typically priced at just under ₹5,000 in India, while a pair of sandals or chappals usually start at ₹2,500-3,000.
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