How to sell ugly

Kitch is irony objectified.

So the news from the 'fashion' industry is that Crocs are making a very strong comeback.

Demand for 'the ugliest thing that money can buy' since lockdown has been very strong.

The ugly shoe-maker reported record sales of $640m (£465m) in the three months to 30 June - nearly double the same period last year.
And the trend shows no sign of slowing down - the firm raised its revenue outlook for the rest of the year.
The company's boss said there was strong demand for the shoes globally.
Net income before tax grew to $190.5m between April and the end of June from a previous $54.7m.
Its chief executive, Andrew Rees, now expects revenue for 2021 to rise by as much as 65%, compared to an increase of up to 50% the company forecast in April. - via


Why do people buy Crocs?

The answer, well at least some part of it, lies in the surprising cultural allure of kitch.

In a world so besotted with conformity and a global culture bristling with judgement and impossible aesthetics-standards; adorning yourself in 'kitchness' is an excellent tactic if subtly flipping the bird at the world is your thing, which is perhaps easier than showing your displeasure with the status quo by looting a bottle store, or walking the streets with a Kill the Rich banner.

Kitch is irony objectified, it's about saying 'Look at me, look how counter-culture I can be' with a smirk and a knowing nod.

Selling kitch is not for your everyday brand manager, it takes a special kind of talent to appeal to a market's sense of silliness and build a massive business on the back of it.

Supreme is a great example of this - so is Crocs.

Selling ugly is not about selling a product; it's offering people the opportunity to become the focus of conversation, a statement, a form of living art.

The joke is really on those that don't get it.

Crocs, Inc. Reports Record First Quarter Revenue and Raises 2021 Guidance
First Quarter Revenues Grew 64% to $460 million Operating Income Increased $104 million to $125 million First Quarter Diluted EPS of $1.47 Up from $0.16 Crocs, Inc. (NASDAQ: CROX), a world leader in innovative casual footwear for women, men, and children, today announced its first quarter 2021 fina…