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International footwear brand Crocs is looking to reboot its presence in India in the midst of a global rebranding effort aimed at moving beyond its beachwear-only image and into the broader casual footwear segment. It plans to do so with a renewed focus on offline distribution, enhanced advertisement expenditure and an expansion drive into the hitherto untapped Northeast states.
The company’s tagline, “Find your fun”, will soon be changed to “Come as you are”, as part of its rebranding. In India, the company’s real focus lies in mitigating the challenges it foresees due to anticipated changes in the e-commerce sector.
