Crocs debuts new comfort technology in lightweight collection
Colorado-based shoe company Crocs, Inc. has announced the launch of a collection featuring LiteRide technology, a new foam reported to produce footwear 40 percent softer and 25 percent lighter than the brand’s classic clogs.
Much like the opinion-splitting clog manufacturer’s now famous foam resin Croslite, LiteRide uses closed-cell technology to create soft, lightweight footwear.
The debut LiteRide collection for spring/summer ’18 includes clogs, sandals, slip-ons and lace-ups, along with updates and revisions of other popular Crocs silhouettes, and aims to channel sporty, on-trend styles.
“Not only does the LiteRide technology offer an elevated level of comfort, but the new streamlined designs deliver modern Crocs styling at its best. The bottom line: we believe in continuous innovation in order to make our consumers feel comfortable in their own shoes”, commented Michelle Poole, Crocs senior vice president of global product and marketing, in a release.
“We’re witnessing a shift from comfort being a ‘nice-to-have’ to a consumer ‘must-have,’ and we think LiteRide answers that call”, she added.
Crocs’ new collection therefore seems to be aiming to fit into the current trend for comfortable footwear which, previously seen as somewhat irreconcilable with good taste, has been growing in popularity over the last few years. One only needs to look at the performance of German sandal manufacturer Birkenstock, which currently sells approximately 25 million pairs of shoes worldwide every year, for confirmation of consumer demand for footwear which prioritizes comfort.
It is a trend that Crocs too has been driving, having built up a considerable and loyal fanbase since its foundation in 2002. In line with its new “streamlined” collection, the brand has most recently been challenging the assumption that comfort and style are mutually exclusive through a series of high-profile collaborations, including a partnership with Balenciaga which created an immediately notorious platform version of Crocs' signature clog that debuted at last October’s Paris Fashion Week and sold out in record time when made available for pre-order.
Despite losses associated with strategic store closures, the company managed to ensure top level growth in Q4 2017, reporting an increase in revenue of 6.2%. Revenues for the first quarter 2018 are expected to be between $265 and $275 million.
The debut LiteRide collection is now available on the Crocs website, as well as in select stores worldwide, with prices ranging from $44.99 to $64.99.
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