Stepping Into New Shoes: A Look Inside the Life of a Crocs Employee
Contributions by Taylor Johnson | Design by Sara Roach
If you think shoes are just shoes, you have obviously never worn Crocs. From the sleek design, fun colors and the one-of-a-kind holes, Crocs provide everything you could want in a shoe plus more.
A couple of representatives from Crocs, Inc. explain exactly what it takes to create these illustrious shoes and run a billion-dollar company.
Q: HOW LONG HAVE YOU BEEN WORKING FOR CROCS?
This August it will be six years.
Q: IS IT STRESSFUL COMPARED TO OTHER JOBS YOU’VE HAD?
Michelle Poole - Executive Vice President and Chief Product & Merchandising Officer
I think Crocs was really in a mess when I joined and you have to have the courage of your convictions. One of the things you have to do as a merchandiser is you have to have a crystal ball of where you want to go. You have to head there before it’s evident. It can take almost a year to get new products from start to finish in the stores.
I joined Crocs because I felt I could make the clog cool. But when I joined, I had people telling me I was committing career suicide. I think the scary thing can be — I’ve always been a risk-taker. But every job I’ve ever accepted, every new brand I’ve gone to, I usually don’t sleep too much the night before I accept the role because to me the terror is also the sign you’re growing.
Q: DO YOU HAVE ANY TIPS/ADVICE FOR A COLLEGE
STUDENT JOINING THE WORKFORCE?
Be persistent. Work harder than anyone else. I got a college internship and I worked so hard during my internship that the marketing manager [offered me] a job.
Be prepared to roll up your sleeves. The people that I reward the most in terms of new opportunities and promotions are the people that are flexible and really care about their work.
Reliability and hard work, it’s not sexy but it is absolutely such a critical ingredient. Those skills will never get old and they’ll always serve you well.
Q: ‘SHARING A PAIR FOR HEALTHCARE’ HAS BEEN
VERY SUCCESSFUL. WHAT INSPIRED CROCS TO GIVE
BACK TO FIRST RESPONDERS AND HEALTH CARE
WORKERS DURING THE COVID-19 PANDEMIC?
There were really scary stories about nurses and doctors on the front lines un-protected and lacking personal protective equipment and masks. We were hearing from people on social saying, ‘any chance of getting a pair of shoes’?
We recognized people in hospitals and emergency rooms were very worried about taking the infection home with them. You can also take your Crocs on and off without touching them.
So, we tested what would happen if we put something online and offered some free shoes. In the first couple of days, we had hundreds of thousands of people online.
So far we’ve given away half a million pairs and we’re still giving them away. We’re testing a new program which is basically [for] anyone who needs them. The idea is if you’re in need, sign up for a free pair.
Exclusive Online Q&A
Q: What do you think caused the recent surge in the popularity of Crocs?
I think that at a time when the first kids to ever wear Crocs were hitting their late teens, they had a nostalgia from a brand that may have been their very first shoe. As well as, it came at a time when they started to see Crocs on influencers. So we definitely used the influencer strategy.
Back in the day, Crocs wasn’t really paying attention to fashion trends. They thought they were sort of above. They weren’t diving into trends. So, I think it’s a combination of us really paying attention and putting [those trends] in front of the consumers [and] them seeing it on a lot of influential people.
It was what I call the ‘seed and harvest’ strategy where you seed some small things. We might’ve put it on an influencer and over time more and more people start wearing it. Or you sell 300 pairs to Urban Outfitters and those 300 people who started wearing it early, start to influence others. You sort of harvest what you seed, but it takes time. You have to be patient.
Q: What is it like working for a billion-dollar company?
On the plus side, it’s really wonderful because we’re able to make really big investments. We’re able to have our stores look good [and] … do big collaborations with people like Post Malone.
It’s been fun to be able to reshape a brand that was in pretty bad shape. I can now walk into any Crocs store and they look amazing. It’s like a candy store full of color and fresh prints.
Q: HOW LONG HAVE YOU BEEN WORK-ING FOR CROCS?
In July it will be five years since I started working with the company.
Kaitlyn Westfall - Store Manager at Crocs in Marysville, Washington
Q: WHAT DREW YOU TO WORKING FOR CROCS?
I was drawn to Crocs because I was currently at a job that I hated. Crocs was a brand-new store that was opening at the mall. I have opened new stores before and it is an awe-some experience to see the store from the beginning. I also had only worked clothing retail and I wanted a change.
Q: WHAT DO YOU THINK CAUSED THE RECENT SURGE
IN THE POPULARITY OF CROCS?
I think the recent surge in popularity of Crocs has to do with many different things. I think some of the most recent collaborations like Luke Combs and Post Malone have played a part in the popularity. I think that is part of the reason it is so popular with teens. Also, Crocs is way more than just the clog now! We cater to all demo-graphics now. There is everything from a casual sandal to a dressy wedge.
Q: WHAT DID YOU THINK OF THE CLASSIC CLOG
BEFORE WORKING FOR CROCS? DID YOU OWN A
PAIR?
Honestly I thought the Classic Clog was hideous. I never owned any Crocs before working for the company and now it’s all I own. I remember getting my free pair of clogs on my first day and I was wowed at how comfortable they were and no longer cared if they were ‘hideous’. I love them now and I love how you can personalize them with charms.
Q: WHAT DOES YOUR TYPICAL DAY-TO-DAY LOOK
LIKE?
My typical day is a little bit different each day, but mostly it is focused on the needs of the business. A weekday is usually filled with conference calls, shipment, coaching employees and making sure every custom-er leaves happy. Weekends are strictly all about selling and making money because this is our busiest time.
Exclusive Online Q&A
Q: What does your typical day-to-day look like?
Pre-COVID I traveled a lot. [Crocs] has more business outside the U.S. than inside the U.S. One of our key areas of focus last year was China. Last year I did four trips to China and spent time with a team there trying to help them develop an action plan to grow the business. I try and get into the marketplace as much as I can. I spend a lot of time meeting with people.
Q: Is there anything else you’d like to add?
I love doing what I do. I think encouraging people to find a career they have a lot of passion for [is important]. I didn’t grow up with a ‘silver spoon’. I didn’t go to a special college. I didn’t have parents with any money. It was pure hard work, a lot of positivity and risk-taking. To me, those are the ingredients for success. Also I do a lot of mentoring and my advice is always ‘be okay with a zig-zagging career’.
