Crocs is among the most sought-after brands in the counterfeit market Counterfeit versions of the brand's clogs are more in demand than Balenciaga fakes

The surest sign of success is imitators. Something that the fashion world knows well, given that its fight against fakes and counterfeit products has lasted for many decades now and has been fought with practically every means available: identification codes, authentication guides, blockchain. None of these has definitively solved the problem, however, and even today the counterfeit products of fashion brands are as abundant as ever, reaching the point of spreading online. In the U.S., Uswitch conducted a search analyzing Google search data to reveal which are the most sought-after brands in the counterfeit market. Surprisingly, however, in the Top 5 of the most sought-after brands, just after the predictable Rolex, Louis Vuitton, Guccy and Yeezy, there is Crocs, whose fake products are more sought after than those of Balenciaga e Off-White™.

Crocs' growth strategy was based on a rationalization of flagship stores and wholesalers and focusing on direct sales based on digital channels, which has now become the source of 52% of the brand's revenue. Another strong point of the strategy has been a reduction in lines and models on sale, cut by 50% in recent years, which has made the brand's aesthetics more precise and distinctive, and instead dedicating itself to frequent collaborative drops in limited edition both with individual endorsers, both with big brands such as KFC and Coca Cola and with luxury brands such as Balenciaga. But also focusing on personalization with the relaunch of its line of Jibbitz charms whose sales are duplicated during the year, managing to gain visibility on social platforms such as TikTok. Thanks to its accessibility and price points, Crocs has also managed to succeed among the members of Gen Z as CEO Andrew Rees explained to Business of Fashion:

«People refer to Crocs as ugly shoes and I think Gen-Z likes that because it references how they embrace imperfections».