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Height of Fashion-Crocs Adds Heel to Spring Model
Rocky Mountain News, Dec 7, 2006
Crocs Inc. is striking while the brightly colored resin is still hot, unveiling nine new shoe styles at a New York trade show this week.
The Niwot-based company, which hit it big with its colorful, hole-covered, lightweight sandals, plans to ship the new spring style in February.
Among the more fashion-forward models is the two-tone Sassari, first Crocs shoe to boast a heel.
one of the big changes with this line is how each model is a mix of the company’s proprietary Croslite resin and other materials, said spokeswoman Tia Mattson.
“It’s kind of a fusion line,” she said.
The Sassari’s footbed is Croslite, but the wedge heel is made of some firmer stuff that won’t squish when the wearer walks, she said. And one of the new kid’s pairs, the Crocling, features a neoprene upper and stretchy strap that’s more secure for running around.
while the new models are often more upscale, prices are still prettylow-ranging from $24.99 for the Kids Scutes to $39.99 for several of the new adult fashions.
Crocs, which started selling at smaller retailers and shoe stores, can now be found among the fancy footwear at department stores such as Nordstrom and Dillard’s.
They’re sold in more than 9,000 stores in the United States, but the newer models probably will show up in different shops depending on the styles, with higher fashion pairs likely appearing on department store shelves and sportier shoes selling at sporting good stores, Mattson said.
Since the February IPO that raised $207.9 million, sales of the early Beach and Cayman models have doubled but have become a smaller portion of overall sales as cutomers began buying some of the 18 other models.
Analyst Jeff Mintz with Wedbush Morgan in Los Angeles said the company seems to be pushing toward the diversity and image upgrade it will need to remain successful in the long run.
“I don’t think people se ethem as a fashion shoe yet,” Mintz said in an interview last month. “That’s part of their task, to come out with an appropriate product and educate the consumer that the product is appropriate for more fashionable uses.”
-Janet Forgrieve
forgrievej@RockyMountainNews.com
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