Marketing Currents - Business and Marketing Current Events

As Demand for Crocs Soars, the Brand Is Breaking Up With Some Longtime Retailers


As demand for Crocs soars, the brand is breaking up with some long-time retailers — a few weeks after Nike cut ties with some of its own partners.

In a statement to FN, Crocs confirmed it has started to terminate select North American wholesale relationships, noting that this is a strategy many companies have employed through the years to maintain brand positioning.

Click here to read the story at footwear

Discussion Questions:

  1. Why do you think the demand for Crocs is so high right now?
  2. What is distribution?
  3. What is wholesale?
  4. What is the difference between wholesale and retail?
  5. Why is retail an important distribution channel?
  6. Why is wholesale an important distribution channel?
  7. Why would Crocs cut ties with some its retail partners?
  8. What is positioning?
  9. The article suggests this is a strategy companies have employed to maintain brand positioning. What does that mean and why would that be something Crocs would consider?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.