Crocs are experiencing a teenage renaissance.
The iconic brand's popularity has skyrocketed over the past year, according to Piper Jaffray's biannual survey of US teen preferences. According to the report, released on Monday, Crocs now rank 13th out of all footwear brands in teen popularity.
Coming in at No. 13 is a massive jump forward. Last year, Crocs ranked No. 27. According to Piper Jaffray, Crocs' mindshare is triple the brand's historical average among US teens.
"The most notable brand gainers have been Vans, Adidas, Lululemon and, surprisingly, Crocs," the analysts wrote in the report.
Crocs' dominance is less surprising when situated in the current era of ugly fashion.
"Ugly products have become so ironic that they're now trendy, thanks to designer brands launching their own ugly clothing items," Business Insider's Mary Hanbury reported. "It's an excellent marketing ploy - these unappealing products with large price tags create a backlash and subsequent buzz on social media."
Few brands are as well known for their straightforward, ugly aesthetic as Crocs.
As a result, high-fashion designers have been eager to repurpose the brand as an ironic high-fashion icon Balenciaga's $850 platform (R12,200) Crocs sold out almost instantly. A follow-up Balenciaga Crocs stiletto quickly went viral.
However, most teens are not spending hundreds of dollars on Crocs. Scrolling through social media reveals that the average teenagers' appreciation for the brand is often earnest, while simultaneously showcasing the brand's strength as a memeableicon.
Love them or hate them, the Croc brand is strong and instantly recognisable - something teens appreciate. According to Piper Jaffray's report, teenagers are increasingly preferring "brands" over "fashion."
The win comes at a fitting time for Crocs. Fans have decided that October 23 is National Crocs Day and have been rallying to show the footwear brand support on social media.
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