Concept to Cart

Kids wear for crocs

Simran Rawat
L5
 DECLARATION

I hereby declare that this case study is my own work

and that, to the best of my knowledge and belief, it
reproduces no material previously published or
written, nor material that has been accepted for the
award of any other degree by any educational
institution, except where due acknowledgement is
made in the text.

Name: Simran Rawat Signature:

Date: 3rd May, 2023

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to everyone who

contributed to the successful completion of this project.
I would like to express special thanks and gratitude to Ms.
Swati Mr. Anshuman, Ms. Priyanka, and Ms. Chandrika for
their professional guidance which helped me make this
project into a successful one.
I would also like to thank Ms. Sunita Konwar and Ms. Rachna
Imam for helping me build a strong base for this project
during the previous one.
Thank you to that one person without whom I could not have
given my best, Ms. Swati Singh. Thank you for helping me
push my limits and consistently encouraging me throughout
the project.
I would also like to extend my appreciation to my classmates
for their trust, support, and feedback. Your insights and
suggestions helped me refine my ideas and achieve the
goals.
Finally, I would like to thank my family, friends, and
colleagues for their encouragement and understanding
during this challenging but rewarding journey. Your support
gave me the motivation and confidence to see this project
through to the end.
Thank you all for your contributions and support. This project
would not have been possible without you.
 Index

01 About the brand (01-08)

02 About the category (Kids wear apparel) (10-12)

03 Product Idea (13-15)

04 Research & Hypothesis (16-27)

05 Sourcing and Merchandising (28-33)

06 Timeline and calendar (34)

07 Retail (35-40)

08 Marketing Mix (41-58)

09 Ui/Ux (59-63)

10 Summary (64)

11 End References (65)

VISION MISSION
“To bring profound comfort, fun, Everyone comfortable in
and innovation to the world’s their own shoes.
feet.”

Crocs' mission is to make people feel comfortable in their own shoes.

The company's vision is to become the global leader in innovative,
casual footwear.
Crocs believes that everyone deserves to wear comfortable,
functional, and versatile shoes that fit their lifestyle and personality.
The company's focus on comfort has been a cornerstone of its
success, and it continues to innovate with new materials and
technologies to make its footwear even more comfortable and
durable.
In addition to its commitment to comfort, Crocs is also committed to
sustainability and minimizing its impact on the environment. The
company has set ambitious goals for reducing its carbon footprint,
increasing its use of sustainable materials, and promoting
responsible manufacturing practices.
Overall, Crocs' mission and vision reflect its dedication to providing
high-quality, comfortable, and sustainable footwear that meets the
needs of a diverse range of customers, while also striving to be a
leader in innovation and responsible business practices.

CROCS

01
 USP
Durability
Durability being one of the unique selling propositions tor Crocs. The products are well
known
tor their durability . Most of the products are all season footwear which is perfect tor
extreme weather conditions. The unique material used in Crocs products are highlv
flexible and can easily bend and fold over rugged paths while trekking, hiking or if used for
river crossing.

Customization
Most Crocs products can be customized and decorated to add to its uniqueness.
Although, it may appear that one can customise only kids" shoes. all the shoes with
holes on them can be customised. Along with kids, more and more youngsters
readapting to this trend of shoe

BRAND ATTRIBUTES
INNOVATIVE
What distinguishes CrocsTM from
regular shoes? Innovative
industry-leading thinking,
thorough health-focused
research, and never losing sight
of our ultimate responsibility:
Feet.
SIMPLE COMFORT
Our bread and butter, profound
Utilitarian design with versatile comfort is all about a feel-good
physical experience. Innovations like
function helps Crocs™ stand out.
advanced ergonomic design, über
In a world full of bells and
lightweight technology, and a
whistles, less is more.
massaging foot bed all make sure
you’re comfortable from toe to
head, and vice versa.

CROCS

02
 COLORADO,
UNITED STATES
Place of origin
2002
Year of origin

2008
First store in
100
Stores in India
India

All Crocs™ shoes are uniquely designed and

manufactured using the company's proprietary closed-
cell resin, Croslite™, a technology that gives each pair of
shoes the soft, comfortable, lightweight, non-marking
and odor-resistant qualities that Crocs wearers know and
love.

CROCS
03
 Number of Crocs' stores worldwide in 2021, by store type.

In 2021, Crocs had 193 outlet

stores, 107 retail stores, and 73
kiosks/store-in-stores
throughout the world. The
company had a total of 373
stores in operation as of 2021.

NO. OF TOTAL STORES IN

INDIA: 100

According to a senior official of

the firm, India is one of the
casual footwear manufacturer
Crocs' fastest growing regions.

04
CROCS

05
ABOUT THE CATEGORY
The key reason why I chose the kidswear segment is that an adult customer may
use their wardrobe for years since it is not a 'need'. But when it comes to children,
buying clothes is more of a need. This leads to repeated purchases meaning high
customer retention.

ABOUT THE According to a report by IMARC Group, the

INDUSTRY Indian kidswear market reached a value of
INR 75,336 Crores in 2020, and is projected
The kidswear market in India is a
to reach INR 186,042 Crores by 2026,
growing industry and has a
growing at a CAGR of 16.7% during 2021-
significant potential for future
2026. The report also suggests that the
growth. The market includes
increasing demand for western and ethnic
clothing and accessories for children
wear for kids, as well as the growth of e-
in the age group of 0-14 years. The
commerce in the country, are expected to
factors driving the growth of this
contribute to the growth of this market.
market include rising disposable
incomes, changing lifestyle patterns,
Moreover, with a population of over 1.3
and increasing fashion
billion and a high birth rate, India is home
consciousness among parents.
to a large number of children, making it a
Overall, the kidswear market in India key market for kidswear. In addition, there is
presents a significant opportunity for a growing trend of nuclear families in urban
both domestic and international areas, which has led to an increase in the
players to capitalize on the growing number of parents willing to spend on their
demand for trendy, comfortable and children's clothing and accessories.
affordable clothing for kids.

06
 MARKET OVERVIEW
As more babies are born over the
forecast period, the size of the global
kids' apparel market is anticipated to
grow. Around 3.85 lakh infants enter
the world each day, according to the
UN and Unicef (140 million a year).
Without a doubt, this phenomena will
boost the kidswear industry.
To lower the likelihood of dermatitis
in kids, cotton makes up the majority
of children's apparel. Some of the
most crucial considerations when
purchasing children's shoes and
apparel are safety, comfort, and
convenience.

ORGANIC COTTON
AS RAW MATERIAL
One of the things we don't
compromise on is children. When
it comes to children, parents don't
think twice, and the same is true of
clothing. Between the ages of six
and twelve, children grow by leaps
and bounds, averaging about 6 cm
every year. A recent market study
found that children change their
clothes more frequently and care
more about them than adults.

Kids' growing propensity to wear branded clothing, parents' changing fast-

paced lifestyles and rising incomes, the emergence of nuclear families, robust e-
commerce growth, and the proliferation of social media and digital platforms
are the key factors accelerating this industry.

07
KIDS WEAR MARKET
DYNAMICS:
Increasing labour force numbers and disposable
income are two of the main drivers fueling market
expansion. The global market for children's wear is
expanding as a result of rising product customisation,
innovation, and reasonably priced children's clothes
and footwear items. Over the course of the projected
period, peer pressure and product appropriateness for
babies' skin are expected to drive consumer
expenditure on children's clothing.

The children's clothing business has been urged to

develop to keep up with shifting fashions by the
increasing influence of social media and celebrities on
kids and their parents. Numerous companies make
increasingly alluring goods that draw in plenty of
parents. This product is growing in popularity with
consumers thanks to an increase in the number of
products that offer various sorts of costumes based on
kids of different events, seasons, ages, and ethnic
origins. Through the anticipated time, these variables
are anticipated to fuel market growth.

08
PRODUCT IDEA
KIDSWEAR
FOR CROCS
After the covid struck, there has been a great emphasis on comfort
and durability. These are the words that associate with the crocs. My
suggestion for the brand as a whole? EXPAND. Expand to a different
industry. This is where my idea comes in, KIDSWEAR for CROCS.
This category will be launched following the aesthetics (Colorful and
vibrant, Tie Dyes, Rainbows, Multi Printed, etc) of the brand carrying
one of it's USPs of Customisation as jittitz patches on clothes.

09
 COMFORTABLE

WORD CLOUD

BREATHABLE
GOOD
QUALITY

COLORFUL

DINOSAURS

DURABLE
RAINBOW GREEN KIDS

CHILDHOOD VARIETYJIBBITZ
CUSTOMIZATION

BRAND ASSOCIATIONS

10
 WGSN RESEARCH

MACROTREND

TOTAL CATEGORIES FOR SPRING SUMMER 23

Macrotrend Chosen:

Substories:
Feel the rainbow
JUNGLE jAMBOREE

The reason behind choosing this:

Full Spectrum serves up dazzling brights and an "anything
goes" approach for childrenswear as a celebration of
creativity, joy, and maximalist tales. These themes and
ideologies synced with my idea and brand philosophy. It
gave them both a vivid middle ground.
Consumers will be desperate for goods and experiences
that elevate the commonplace in 2023, and they'll be
looking for them in their unfiltered, full-spectrum versions.

11
SUBSTORIES:
FEEL THE RAINBOW & JUNGLE JAMBOREE

12
COLOUR BOARD

This color board matches the vision of my

kidswear collection that I am aiming to
launch for Crocs. This selection of hues that
are used together vibed with the apparel line.
Includes a range of different shades, tints and
tones that are chosen for their visual impact
and ability to evoke specific emotions. The
range from bright and bold to soft and
muted, and can be used to create a playful,
energetic, or calming atmosphere,
depending on the chosen colors and their
combinations. The use of color is a key aspect
of design and can have a major impact on the
overall look and feel of a project.

13
MOODBOARD

DESCRIPTION
The aim is to evoke emotions and convey a certain aesthetic through the use of vibrant
colors.
The threads represent the journey of a fabric from the very beginning, the roots which
relates to children.
Colorful Lego block shows the creative mind of children to build something not only
based on knowledge but raw creativity.
Colourful facade and the watermelon clock denotes the juicy spring summer season,
the rays of the sun filtering to rainbow colours.
The graffiti doodles represents the playful innocence of young children.
The architecture, building with multiple colorful and different doors represnts the
minds of kids. how each one them turn out to be a different story.

14
FABRIC BOARD

F A B R I C
B O A R D

DESCRIPTION

Soft Organic Cotton

The parents are always very particular of the quality of cloth their child is wearing. Thus,
I will be keeping the raw material as organic cotton. One may or may not buy
sustainable and organuc for themselves but hey will cetainly appreciate if done for the
kidswear category. (Also proven with the interviews taken).
Fabric board includes light summery colorful tie dyes, stripes, colors blocks and solids
collection.

15
 RESEARCH
&
HYPOTHESIS
CROCS

CONTENT

Research
Objectives
Research
Methodology
Questionnaire
Analysis
Hypothesis
Hypothesis
result analysis

16
 RESEARCH OBJECTIVES

1. To analyse customer's acceptance of the brand

'Crocs' launching organic kidswear.
2. To analyse what price customers are willing to pay
keeping competitors in mind.
3. To examine whether the customers will buy through
online or offline platforms.

17
RESEARCH METHODOLOGY FLOW CHART

Research
Aim

Research
Objective

Research Design
Exploratory and Descriptive

Data collection
method

Primary
Research

Quantitative Qualitative

Close-ended questionnaire Dilo

Sample Size: 150 Personal Interviews
Sample Unit: M/F Observation
28 years and above Word association
Sample frame Netnography
Scaling: Dichotomous.

Sampling technique:

Non
probability Probability

Judgemental Simple
Snowball random
sampling

18
 QUESTIONNAIRE ANALYSIS

Findings: 66% of customers are women.

Analysis: This shows that females (especially) mothers cover the major pie of
customers, meaning women should be targeted to more media touchpoints using TV
commercials, Social media, Youtube, etc

Findings: More than 90% buyers prefer organic kidswear.

Analysis: Parents and buyers are concerned when it comes to children as they feel they
are more sensitive. They may be dicey about sustainability and organic when ut comes
to them as adults but when it comes to children they don’t think twice.

19
Findings: More than 90% of customers are willing to buy kidswear apparel from Crocs.
Analysis: customers can associate with the perception of kidswear being launched by
Crocs.

Findings: 79.4% of customers are willing to pay the decided price range.
Analysis: The Crocs kids wear range lies majorly within 1500rs-3000rs.
the findings indicate that the customers will accept the price range and will pay for the
same.

20
Findings: 79.4% of customers are willing to pay the decided price range.
Analysis: The Crocs kids wear range lies majorly within 1500rs-3000rs.
the findings indicate that the customers will accept the price range and will pay for
the same. Potential buyer's choices align the most with brands H&m kids and
Benetton in terms of styles, prices, comfort, etc.

Findings: 60.7% of customers prefer buying online

Analysis: It was assumed that customers will prefer buying offline for their kids as
parents tend to prefer feeling and trying the product on children before buying but after
the covid shift, this buying choice was hampered as well and now, shopping online is
found more convenient.

21
Findings: Almost 50% of customers prefer buying from Myntra.
Analysis: The reason behind this is that Myntra is one of the most trusted
platforms in terms of quality. Customers are so used to buying from Myntra as a
platform for themselves that they find it convenient buying from Myntra kids as
well.

22
HYPOTHESIS
H1: More than 50% of customers will buy
kidswear from crocs with sustainable
and organic fabric.

HO: Less than 50% of customers will buy

kidswear from crocs with sustainable
and organic fabric.

H1: More than 50% of customers will be

willing to pay Rs.1200-2800 (Age: 5-12
years) for Crocs kidswear collection.

HO: Less than 50% of customers will be

willing to pay Rs.1200-2800 (Age: 5-12
years) for Crocs kidswear collection.

H1: More than 50% will buy from offline

stores.

HO: Less than 50% will buy from offline

stores.

23
HYPOTHESIS TESTING
Hypothesis 1:
Why: If Crocs to launch organic kidswear, will customers purchase it?
Statement:
H1: More than 50% of customers will buy kidswear from crocs with
sustainable and organic fabric.
HO: Less than 50% of customers will buy kidswear from crocs with
sustainable and organic fabric.Uniqlo.
Software Table:

24
HYPOTHESIS TESTING AND ANALYSIS

(M= 0.9846, SD = 0.12355), t(15)=-4523.25, p=0.001

Conclusion:
We can say that more than 50% of customers accept the introduction of
kidswear being launched by Crocs
Thus, launching the product would be beneficial for the brand to enhance its
revenue as the customers are willing to buy the product.
Also, the marketing activities would help to cross-sell the products.

25
 HYPOTHESIS TESTING AND ANALYSIS
Hypothesis 2:
Why: To check if customers are willing to pay for the given collection at the
suggested prices.
H1: More than 50% of customers will be willing to pay Rs.1200-2800 (Age: 5-12
years) for Crocs kidswear collection.
HO: Less than 50% of customers will be willing to pay Rs.1200-2800 (Age: 5-12
years) for Crocs kidswear collection.

Analysis:
Results indicate that the customers
will accept the given pricing for the
collection.
(M= 1.1308, SD= is 0.33845), t(15)=
-1646.304, p=0.001
Conclusion:
We can say that more than 50% of
customers are willing to pay Rs. 1200-
3200 for the given collection.

26
HYPOTHESIS TESTING AND ANALYSIS
Hypothesis 3:
Why: To analyze whether the customers still prefer to buy for their kids online
or has the pandemic affected this choice too.

H1: More than 50% will buy from offline stores.

HO: Less than 50% will buy from offline stores.

Analysis:
Results indicate that the customers
will be willing to buy the products
online.
(M= 1.1308, SD= is 0.33845), t(15)=
-1646.304, p=0.001

Conclusion:
We can say that more than 50% of customers are willing to buy the products
online which is against the hypotheses. People have now shifted to buying
kid’s wear more online.

27
 SOURCING
&
MERCHANDISING

CONTENT
Range Plan
Style Sheet
Construction Sheet
CROCS

Measurement Sheet
Bill of Material
Cost Sheet
Purchase Order
Final Consumption
Fabric/Trims Board
Calendar

28
RANGE PLAN

29
 STYLE AND
CONSTRUCTION SHEET

30
MEASUREMENT SHEET

31
BILL OF MATERIAL

32
COST SHEET

PURCHASE ORDER

33
STORE LAYOUT FOR CROCS
INSPIRED BY THE STORE IN
DLF MALL, NOIDA.
LAYOUT TYPE:
STORE AREA:

STOCK ROOM BILLING

COUNTER

INFORMATIONAL
SIGNAGE

CLOTHING
GRIDWALL
RACK AND HANGING RAIL
ACCESSORIES
WALL DISPLAYS

CLOGS RACK
MANNEQUINS SITTING SPACE

NESTING TABLE NESTING COUNTER POS

JIBBITZ TABLE RACK

KIDSWEAR
TRIAL ROOM SHOE HANGER APPAREL
SECTION

35
MOODBOARD
(THEME 1)

Description:
A mood board for Crocs launching kids wear apparel with psychedelic elements, checkered texture, and a
holographic lollipop could be a collection of images, patterns, textures, and colors that reflect the brand's
values, aesthetic, and target audience. The following elements could be included in the mood board:
1. Psychedelic Elements: The mood board could include colorful and abstract psychedelic patterns and
motifs, reflecting the playful and whimsical nature of the brand.
2. Checkered Texture: The mood board could feature checkered textures in bold and contrasting colors,
adding a sense of fun and energy to the collection.
3. Holographic Lollipop: A holographic lollipop could be used as a central element on the mood board,
creating a sense of playfulness and whimsy that reflects the spirit of the brand.
4. Bright Colors: The mood board could include a range of bright and bold colors, such as neon pinks,
blues, and greens, reflecting the vibrant and energetic nature of the brand.
5. Textures: The mood board could include images of textured materials such as rubber, foam, or
knitwear to reflect the materials used in Crocs products.
6. Branding: The Crocs logo and branding could be included in the mood board, helping to create a sense
of consistency and brand recognition.
The mood board for Crocs launching kids wear apparel with psychedelic elements, checkered texture, and
a holographic lollipop should be visually dynamic, colorful, and playful, with a focus on showcasing the
brand's unique style and design.

36
 TIMELINE
6 months before launch:
Conduct market research to determine customer needs and preferences for kidswear.
Identify key trends in the kidswear market and how Crocs can differentiate itself.
Begin designing the new kidswear collection, incorporating feedback from market
research.

5 months before launch:

Finalize designs for the new kidswear collection.
Begin sourcing materials and suppliers for manufacturing.
Develop a marketing strategy and budget for the new collection.

4 months before launch:

Begin production of the new kidswear collection.
Develop a social media campaign to create buzz and anticipation for the launch.

3 months before launch:

Create a lookbook and product images to showcase the new kidswear collection.
Begin reaching out to influencers and bloggers to promote the collection on social
media.
Begin planning a launch event for the new collection.

2 months before launch:

Finalize production of the new kidswear collection.
Plan and execute the launch event, including press outreach and influencer partnerships.
Begin shipping products to retailers and preparing for online sales.

1 month before launch:

Launch the new kidswear collection in stores and online.
Monitor sales and customer feedback to make adjustments as needed.
Continue marketing efforts to maintain momentum and drive sales.

calendar

34
 CLOGS TSHIRTS CARGOS SHORTS SOCKS

Planogram Crocs

IDEA BEHIND THE PLANOGRAM WALL.

To help curate a look in customer's mind that consists of everything from top too bottom. Starting with
the Crocs Clogs itself, say a colorful crocs is chosen. One of the reasons I curated socks for Crocs is
because Clogs are incomplete without socks as one's feet gets sweaty and itchy. Along with these two,
you can select a tshirt and trousers/shorts based on your print, and vice versa as well.
At last, customize your products with Crocs jibbitz and newly launched jibbitz patches for apparel.
Planogram Capacities:

X5 X5
X5 X5

X5

X5
X5 1 style. 2 colours.
1 color is on the hangers and the
second is kept folded below it

X5

X5 X5 X5 X5
X5 X5

Hangers Total 12 Styles, (Including 2 colors of One style)

Capacity 5 piece of each

Folded Below

40
VM WINDOW
(THEME 1)

Description:
1. Psychedelic Elements: The window could feature colorful and abstract psychedelic patterns
and motifs, creating a vibrant and energetic atmosphere.
2. Checkered Texture: A checkered texture could be used as a background or as a base for the
display, adding a sense of fun and playfulness to the scene.
3. Holographic Lollipop: A large holographic lollipop could be used as a central element in the
display, adding a sense of playfulness and whimsy.
4. Starry Galaxy Sky: A starry galaxy sky could be used as a backdrop for the display, creating a
dreamy and imaginative atmosphere.
5. Rainbow: A rainbow could be included in the display, adding a sense of magic and wonder.
6. Clouds: Clouds could be suspended from the ceiling, creating a sense of depth and dimension
to the display.
To add to the summer vibe, the window will also feature colorful umbrellas hanging from the
ceiling, creating a whimsical and playful atmosphere. The merchandise will be displayed on
chrome fixtures, with mannequins wearing the latest Crocs kids wear apparel, completing the fun
and vibrant look of the visual merchandising window.

37
 MOODBOARD
(THEME 2)

Description:
A summer/spring mood board for the brand Crocs launching kids wear apparel could feature vibrant and
colorful elements that evoke the energy and creativity of children. Here's an explanation of the different
elements that could be included in the mood board:
1. Colorful Window Panes: A colorful window pane could be used as a background for the mood board,
adding a sense of playfulness and vibrancy to the scene.
2. Bold and Bright Colors: The mood board could feature bold and bright colors, such as shades of pink,
green, blue, and yellow, evoking the joy and happiness of summertime.
3. Whimsical Shapes and Patterns: The mood board could feature whimsical shapes and patterns, such as
polka dots, stripes, and geometric shapes, adding a playful and fun touch to the design.
4. Tropical and Floral Elements: The mood board could include tropical and floral elements, such as palm
leaves, hibiscus flowers, and other botanical motifs, evoking the warm and sunny vibes of summer.
5. Childlike Illustrations: The mood board could feature childlike illustrations, such as hand-drawn doodles
or cartoon characters, adding a playful and imaginative touch to the design.
Mood board denotes that wndow should be visually striking, colorful, and playful, evoking the energy and
creativity of children during the warm and sunny seasons.
38
VM WINDOW
(THEME 1)

Description:
Colorful Window Stripes Segmentation: The mood board could feature colorful stripes that
represent the growth and development of a child's creativity over the years. The stripes
could be arranged in chronological order, with each stripe representing a different year of
the child's life.
Bright and Cheerful Colors: The mood board could feature bright and cheerful colors, such
as shades of pink, blue, green, and yellow, evoking the joy and happiness of spring and
summer.
Crocs Products: The mood board could also feature images of Crocs products, such as shoes
and accessories, that are designed specifically for kids and are perfect for outdoor activities
and play.
Imaginative and Playful Illustrations: The mood board could include imaginative and playful
illustrations, such as cartoon characters, animals, and other motifs that represent a child's
hobbies and interests.
Typography and Quotes: The mood board could feature typography and quotes that inspire
creativity and imagination.

39
MARKETING MIX

41
 *Size Available for all the
categories
4-5yrs

PRODUCT MIX
6-7yrs
8-9yrs
10-11yrs
9-10yrs
10-12yrs

UPPERWEAR Bottomwear

TSHIRTS SUMMER HOODIES POLO NECKS SHORTS CARGO SHORTS CARGOS

Co-ord Sets

42
 PRICE MIX

Cost plus pricing is a pricing Competitive pricing strategy

strategy where a business involves setting prices for
determines the selling price of products or services based on the
a product or service by adding a pricing levels of competitors (Zara
markup to the cost of Kids, Benetton, HM Kids, Tommy
Kids, etc. within the market to
producing or acquiring the
attract customers. To penetrate
product or service.
the market, Crocs apparel cannot
Selling Price = Cost + Markup.
introduce itself with lower prices
because it maintains a stand for
Rs.2800- Rs.3200= Rs.398.59 + (6*Cost) itself which is why this is the
most suitable pricing strategy

METHOD PRICING STRATEGY

Crocs will not provide discounts

at the initial stage of launch
because it makes the brand seem
desperate and it is not the image
that Crocs has in the market. Sale
and discounts will only be
provided during occasions as per
the DMC and 20% off during end
of season sale.

DISCOUNTS PROVIDED

43
 PLACE MIX

The current model of Crocs follows an Intensive

distribution strategy where they launch and
keep their products in their exclusive retail
Inten
stores, outlets, and multi-brand outlets (even in siv
the same vicinity eg. DLF Noida). Considering

e
online platforms, again, it is available on Crocs
website, Myntra, Flipkart, Ajio

ective
This is the distribution strategy that I choose for
kidswear collection of Crocs. I want the collection

Sel
to be limited to the exclusive brand store and not
be present at every outlet. Online, The collection
will be available at the Crocs website, Myntra, and
Ajio (as per the research survey and hypothesis
iv
e
conducted) s
Exclu

44
 Social Media Campaigns:
01 Create engaging and interactive
social media campaigns on
platforms such as Instagram,
Facebook, and Twitter to showcase
Crocs kidswear in a fun and
appealing way. Use kid-friendly
language, visuals, and hashtags to
connect with the target audience.
Influencer Partnerships:
02 Collaborate with popular parenting
bloggers, mommy influencers, and
kid influencers to promote Crocs
kidswear. They can create content
such as unboxing videos, product
reviews, and styling ideas to
showcase the product to their
followers.
ONLINE PROMOTION
Online Advertising:
05 Use online advertising platforms
such as Google Ads, Facebook Ads,
and Instagram Ads to create
targeted ads promoting Crocs
kidswear. Use eye-catching visuals,
compelling copy, and precise
targeting to reach potential
customers effectively.
Website Optimization:
06 Optimize the Crocs website for
search engines (SEO) to improve its
visibility in search results. Use
relevant keywords, create high-
quality product descriptions, and
optimize product images to attract
organic traffic to the website.
Online Contests
03 and Giveaways:
Organize online contests and
giveaways where participants can
win Crocs kidswear. Encourage
user-generated content, such as
photos of kids wearing Crocs, and
use branded hashtags to increase
visibility and engagement.
Email Marketing
04 Campaigns:
Build an email list of parents and
caregivers who may be interested
in Crocs kidswear and send them
regular newsletters with exclusive
offers, new product launches, and
updates. Personalize the content
based on the age and interests of
the kids.
Virtual Events:
07 Organize virtual events such as webinars,
virtual fashion shows, or live Q&A sessions
with Crocs kidswear experts. Promote
these events on social media and through
email marketing to engage with the
audience and create buzz.
Referral Programs:
08 Implement a referral program where
existing customers can refer Crocs
kidswear to their friends and family in
exchange for discounts or other
incentives. Use social media, email
marketing, and website banners to
promote the referral program.
45
 46
INITIAL POSTS
FOR
AWARENESS
FOR
CREATIVES
SOCIAL MEDIA STORIES

47
SOCIAL MEDIA STORIES

48
 OFFLINE PROMOTION
1. Print Advertising: Place print advertisements in local parenting magazines,
newspapers, and community publications that cater to parents and caregivers.
Use catchy headlines, appealing visuals, and clear calls to action to encourage
parents to visit your store and check out Crocs kidswear.
2. Outdoor Advertising: Utilize billboards, banners, posters, and signage in high-
traffic areas such as malls, shopping centers, and playgrounds to create brand
awareness and attract attention. Use bright colors, engaging visuals, and
concise messaging to make an impact on potential customers.
3. Events and Sponsorships: Participate in local community events, school fairs, or
kids' festivals as a sponsor or exhibitor to showcase Crocs kidswear. Offer
discounts, giveaways, or exclusive promotions during these events to attract
customers and create brand exposure.
4. Public Relations (PR): Utilize PR efforts to generate media coverage for Crocs
kidswear. Send press releases to local newspapers, magazines, and bloggers
that cover parenting, fashion, or kids' lifestyle topics. Highlight unique features,
design, and benefits of Crocs kidswear to create interest among potential
customers.
5. Product Sampling: Offer product sampling opportunities at local events,
schools, or community gatherings, where parents and kids can try on Crocs
kidswear and experience the comfort and quality of the products firsthand.
Provide samples, coupons, or special offers to encourage purchases.
6. In-Store Events: Organize in-store events, such as trunk shows, fashion shows, or
kids' shoe fitting clinics, to engage with customers and showcase Crocs
kidswear. Collaborate with local parenting groups, schools, or children's
organizations to co-host these events and amplify your reach.
7. Direct Mail: Send direct mailers or flyers to local households or targeted mailing
lists to promote Crocs kidswear. Include compelling visuals, product
information, and exclusive discounts or promotions to entice potential
customers to visit your store.
8. Community Partnerships: Partner with local schools, daycare centers, or
children's charities to sponsor events, fundraisers, or programs. Offer special
discounts or donations to these organizations in exchange for promotional
opportunities, such as logo placement or mentions in their newsletters or
events.

49
In-Store Marketing
Techniques
Eye-Catching Instore Displays: Create attractive and visually
appealing instore displays featuring Crocs kidswear to catch the
attention of parents and kids. Use vibrant colors, fun props, and
signage to showcase the products in an enticing way.

Interactive Product Demo Stations: Set up interactive product demo

stations where kids can try on Crocs kidswear and experience the
comfort and functionality of the products firsthand. Provide seating
areas for parents to relax and observe while their kids try on the
shoes.

Seasonal and Themed Promotions: Create seasonal or themed

promotions around Crocs kidswear, such as summer specials, back-
to-school promotions, or holiday-themed displays. Use creative visual
merchandising techniques to align the instore displays with the
theme and season, and offer special deals or incentives to attract
customers.

Loyalty Programs: Implement a loyalty program where customers

who purchase Crocs kidswear can earn points or rewards for future
purchases. Offer exclusive discounts, freebies, or special perks to
incentivize repeat purchases and build customer loyalty.

50
In-Store Marketing
Techniques
Staff Product Training: Ensure that your store staff is knowledgeable
about Crocs kidswear and its features, benefits, and sizing options.
Train them to provide excellent customer service and personalized
product recommendations to parents based on their kids' needs
and preferences.

Instore Events: Organize in-store events, such as product launch

parties, kids' shoe fitting clinics, or themed parties, to attract foot
traffic and create a memorable in-store experience. Promote these
events through social media, email marketing, and in-store signage
to generate buzz and excitement.

Cross-Promotions: Partner with other kid-centric brands or

businesses, such as children's clothing stores, toy stores, or kids'
activity centers, for cross-promotions. Display Crocs kidswear in
their stores, and reciprocate by promoting their products in your
store, both online and instore, to expand your reach and customer
base.

Gift with Purchase: Offer a free gift with purchase of Crocs kidswear,
such as a small toy, a sticker, or a fun accessory, to incentivize
purchases and create a positive shopping experience for kids.

51
 PEOPLE
To effectively launch a kidswear apparel line, Crocs should consider the following elements
of the people marketing mix:

1. Employees
Crocs should ensure that their employees are knowledgeable about the kidswear apparel line and can
provide helpful advice and recommendations to parents and their children. Employees should also be
friendly, welcoming, and attentive to customer needs.

1.1 On floor staff that will directly indirectly connect with customers
Client success manager
1. Develop customer engagement strategies to promote the kidswear apparel line and create a
positive brand experience.
2. Build relationships with key customers and track customer data to measure success and provide
feedback to the product development team.

Fashion Consultant
1. Advise on fashion trends and styles that appeal to the target audience of the kidswear apparel
line.
2. Help to create a cohesive and on-trend look for the kidswear apparel line that aligns with the
Crocs brand image.

Salesperson
1. Promote and sell the kidswear apparel line to customers in a professional and engaging manner.
2. Provide exceptional customer service, including answering questions about the clothing line,
assisting with sizing and fit, and addressing any concerns or issues.

Fashion Guide
1. Create visual guides and resources for customers to help them style the kidswear apparel line.
2. Provide advice and recommendations on how to mix and match pieces from the kidswear
apparel line to create stylish and functional outfits for kids.

Kids Try room staff:

1. Assist kids in trying on the kidswear apparel line in a friendly and professional manner.
2. Provide guidance on sizing and fit, and help kids feel comfortable and confident in the clothes
they try on.

52
 PROCESS
A customer's journey from entering a store both online and offline to their exit:

1. Store Design and Layout: This involves creating an appealing and functional store
design that showcases the kidswear apparel line and makes it easy for
customers to find what they are looking for.
2. Visual Merchandising: This involves displaying the kidswear apparel line in an
attractive and eye-catching way to encourage customers to make a purchase.
3. Inventory Management: This involves managing the stock levels of the kidswear
apparel line, ensuring that popular sizes and styles are always in stock, and
restocking when necessary.
4. Staff Training: This involves training sales staff on the features and benefits of the
kidswear apparel line and how to provide exceptional customer service to
customers interested in the clothing.
5. Payment Processing: This involves ensuring that there are a variety of payment
options available for customers who want to purchase the kidswear apparel line,
including cash, credit cards, and digital payment options.
6. Returns and Exchanges: This involves creating a clear and fair policy for returns
and exchanges of the kidswear apparel line, and training staff on how to handle
these situations in a professional and customer-friendly manner.

1. Product Development Process: This involves designing and developing the

kidswear apparel line, including choosing materials, creating prototypes, and
testing for quality and fit.
2. Order Fulfillment Process: This involves processing and fulfilling customer orders
for the kidswear apparel line, including picking and packing items, shipping them
to customers, and providing customer support.
3. Marketing and Promotion Process: This involves developing and executing
marketing strategies to promote the kidswear apparel line, including advertising
campaigns, social media promotions, and influencer partnerships.
4. Sales Process: This involves managing sales channels for the kidswear apparel
line, including retail stores, e-commerce sites, and wholesale accounts.
5. Customer Service Process: This involves providing exceptional customer service
to customers who purchase the kidswear apparel line, including addressing any
concerns or issues that arise and providing guidance on sizing and fit.

53
PHYSICAL EVIDENCE
1. Product Design: Crocs should design the kidswear apparel line in a way
that appeals to children and their parents. The design should be fun,
playful, and comfortable, while also being functional and practical.
2. Product Packaging: Crocs should design the packaging for the kidswear
apparel line in a way that is attractive, functional, and protects the
clothing during shipping and storage. The packaging should also provide
clear product information, such as size, color, and care instructions.
3. Point of Sale Displays: Crocs should design point of sale displays that
showcase the kidswear apparel line in a way that is visually appealing and
informative. This could include using images of children wearing the
clothing or creating displays that highlight the features and benefits of the
clothing.
4. Advertising and Promotional Materials: Crocs should create advertising
and promotional materials that showcase the kidswear apparel line in a
way that is fun, playful, and engaging. This could include using images of
children playing and having fun in the clothing, or featuring testimonials
from satisfied customers.
5. Branding: Crocs should ensure that their branding is consistent across all
physical evidence marketing mix elements. This could include using their
signature colors and logo on packaging, displays, and advertising
materials.

Crocs should aim to create a physical evidence marketing mix that is

consistent, visually appealing, and informative. By focusing on the physical
evidence marketing mix, they can create a cohesive and engaging brand
experience that appeals to their target audience and helps to build brand
loyalty over time.

54
 PHYSICAL EVIDENCE
Store Atmosphere: Crocs should create a welcoming and inviting atmosphere in
their retail stores that appeals to parents and their children. This could include
playing fun music, having interactive displays or activities for kids, and creating a
comfortable seating area for parents.
Store Layout: Crocs should consider the layout of their stores when launching their
kidswear line. They should ensure that the kidswear line is prominently displayed,
and create a clear pathway for customers to navigate the store.
Lighting: Crocs should use appropriate lighting to create a warm and welcoming
atmosphere in their retail stores. This will help to create a comfortable environment
for parents and their children to shop in.
Online Environment: Crocs should create a user-friendly and visually appealing
online environment for their customers to shop in. This could include using high-
quality images, creating easy navigation and search functionality, and ensuring
that the checkout process is simple and easy to complete.
Special Events: Crocs could consider hosting special events to promote the launch
of their kidswear line. For example, they could host a fashion show featuring
children wearing the clothing, or offer special discounts or promotions for
customers who purchase items from the new line.

Visual merchandising:
Signage: Clear and colorful signage should be used throughout the store to help
customers find the kidswear apparel line and understand the different styles and
sizes available.
Upselling and Cross-selling: Sales staff can encourage upselling and cross-selling
by suggesting coordinating items, such as shoes or accessories, that would
complement the kidswear apparel line.
Fixtures: Fixtures such as mannequins, display racks, and shelving units can be
used to showcase the kidswear apparel line in a visually appealing and organized
way.
Hangers: Kid-friendly hangers, such as those with cartoon characters or bright
colors, can be used to make the clothes more appealing and fun for children.
Interactive Displays: Interactive displays, such as touchscreens or virtual try-on
mirrors, can be used to engage children and encourage them to try on clothes and
experiment with different styles.

Crocs should aim to create a physical environment that is welcoming,

comfortable, and engaging for parents and their children. By focusing on
the physical environment marketing mix, they can create an experience
that appeals to their target audience and helps to build brand loyalty over
time.

55
 PHYSICAL ENVIRONMENT
To effectively launch a kidswear apparel line, Crocs should consider the following elements
of the physical evidence marketing mix:
1. Product Design: Crocs should design the kidswear apparel line in a way that appeals to
children and their parents. The design should be fun, playful, and comfortable, while also
being functional and practical.
2. Product Packaging: Crocs should design the packaging for the kidswear apparel line in a
way that is attractive, functional, and protects the clothing during shipping and storage.
The packaging should also provide clear product information, such as size, color, and
care instructions.
3. Point of Sale Displays: Crocs should design point of sale displays that showcase the
kidswear apparel line in a way that is visually appealing and informative. This could
include using images of children wearing the clothing or creating displays that highlight
the features and benefits of the clothing.
4. Advertising and Promotional Materials: Crocs should create advertising and promotional
materials that showcase the kidswear apparel line in a way that is fun, playful, and
engaging. This could include using images of children playing and having fun in the
clothing, or featuring testimonials from satisfied customers.
5. Branding: Crocs should ensure that their branding is consistent across all physical
evidence marketing mix elements. This could include using their signature colors and
logo on packaging, displays, and advertising materials.

1. Facade: The store facade should be attractive and eye-catching, with signage that
clearly communicates the presence of the kidswear apparel line. It can also be designed
with fun and playful elements that appeal to children.
2. Lighting: Lighting can be used to highlight the kidswear apparel line and create a warm
and welcoming atmosphere. Bright and cheerful lighting can be used to appeal to
children, while softer lighting can create a calming atmosphere for parents.
3. Fragrance: A subtle and pleasant fragrance can be used throughout the store to create
a pleasant and welcoming environment for customers.
4. Music: Kid-friendly music can be played throughout the store to create a fun and lively
atmosphere that appeals to children and parents alike.
5. Staff Uniform: The staff uniform should be professional and consistent, while also
incorporating elements that reflect the brand and appeal to children. For example, staff
could wear brightly colored Crocs shoes or have branded accessories.
6. Interactive Elements: Interactive elements, such as games or activities for children, can
be incorporated into the store design to create a fun and engaging experience for
families.

56
 PHYSICAL ENVIRONMENT
To effectively launch a kidswear apparel line, Crocs should consider the following elements
of the physical evidence marketing mix:
1. Product Design: Crocs should design the kidswear apparel line in a way that appeals to
children and their parents. The design should be fun, playful, and comfortable, while also
being functional and practical.
2. Product Packaging: Crocs should design the packaging for the kidswear apparel line in a
way that is attractive, functional, and protects the clothing during shipping and storage.
The packaging should also provide clear product information, such as size, color, and
care instructions.
3. Point of Sale Displays: Crocs should design point of sale displays that showcase the
kidswear apparel line in a way that is visually appealing and informative. This could
include using images of children wearing the clothing or creating displays that highlight
the features and benefits of the clothing.
4. Advertising and Promotional Materials: Crocs should create advertising and promotional
materials that showcase the kidswear apparel line in a way that is fun, playful, and
engaging. This could include using images of children playing and having fun in the
clothing, or featuring testimonials from satisfied customers.
5. Branding: Crocs should ensure that their branding is consistent across all physical
evidence marketing mix elements. This could include using their signature colors and
logo on packaging, displays, and advertising materials.

FACADE: FRAGRANCE: STAFF UNIFORM:

The store facade should be
attractive and eye-catching,
with signage that clearly
communicates the presence
of the kidswear apparel line. It
can also be designed with fun
and playful elements that
appeal to children.
A subtle and pleasant The staff uniform should be
fragrance can be used professional and consistent, while
also incorporating elements that
throughout the store to create
reflect the brand and appeal to
a pleasant and welcoming
children. For example, staff could
environment for customers.
wear brightly colored Crocs shoes
or have branded accessories.

LIGHTING: MUSIC: INTERACTIVE ELEMENTS:

Lighting can be used to highlight the
kidswear apparel line and create a
warm and welcoming atmosphere.
Bright and cheerful lighting can be
used to appeal to children, while
softer lighting can create a calming
atmosphere for parents.
Kid-friendly music can be
played throughout the store to
create a fun and lively
atmosphere that appeals to
children and parents alike.
Interactive elements, such as
games or activities for children,
can be incorporated into the
store design to create a fun
and engaging experience for
families.

57
 PACKAGING
1. Packaging Design: Crocs should design the packaging for the kidswear
apparel line in a way that is visually appealing and reflective of the brand's
fun and playful personality. The packaging should be designed to catch the
attention of parents and their children and create a positive first impression.
2. Packaging Materials: Crocs should choose packaging materials that are
high-quality, durable, and eco-friendly. This could include using recycled
materials or materials that are easily recyclable, as many parents are
becoming increasingly conscious of the environmental impact of packaging.
3. Packaging Size: Crocs should consider the size of their packaging when
launching their kidswear apparel line. The packaging should be appropriately
sized to accommodate the clothing while also being easy to handle and
store.
4. Product Information: Crocs should include clear and detailed product
information on the packaging for the kidswear apparel line. This could include
information about the size, color, and materials used, as well as care
instructions and other relevant details.
5. Branding: Crocs should ensure that their branding is prominently displayed on
the packaging for the kidswear apparel line. This could include their logo,
signature colors, and other branding elements that help to create a cohesive
and recognizable brand experience.

58
UI/UX for
Crocs
website

59
 Footer
HOME PAGE CONTINUED
HOMEPAGE

60
 CATEGORY LANDING PAGE
ABOUT THE CATEGORY LAUNCH

WOMEN MEN KIDS JIBBITZ BESTSELLERS SALE FEATURED

CATEGORY HEADING CATEGORY HEADING CATEGORY HEADING CATEGORY HEADING

CATEGORY LANDING PAGE CONT.

SHOP ALL

61
 NEW CATEGORY MENU
WOMEN MEN KIDS JIBBITZ BESTSELLERS SALE FEATURED

NEW CATEGORY

KIDS APPAREL
(UNISEX)

Upperwear
Tshirts
Summer Hoodies
Polo Necks

Co-ord Sets

Bottomwear
Shorts
Cargo Shorts
Cargos

Shop all kidswear

Sale kidswear

M
AG
NI
FI
ED

62
 PRODUCT PAGE
WOMEN MEN KIDS JIBBITZ BESTSELLERS SALE FEATURED

XYZ PRODUCT NAME

(40 Reviews)

₹1,747 (30% Off) (Price inclusive of all taxes)

ADD TO CART

COLORWAYS

VIEW SIZE CHART

SIZES

(4-5) (6-7) (8-9) (10-12)

WOMEN MEN KIDS JIBBITZ BESTSELLERS SALE FEATURED

SIMILAR PRODUCTS

REVIEWS

Name: (Review) Name: (Review) Name: (Review) Name: (Review) Name: (Review)

FOOTER EMAIL ADDRESS SUBSCRIBE

63
SUMMARY

The report proves a compelling business opportunity for Crocs to

expand into the kids wear apparel market, offering comfortable and
stylish clothing options for young customers.
The launch of kidswear apparel for the Crocs brand is an exciting
development that will appeal to parents and kids alike. With their
focus on comfort, functionality, and fun, Crocs is poised to make a big
impact in the children's clothing market.
By leveraging their existing strengths in design and marketing, as well
as their commitment to sustainability, Crocs has created a compelling
product line that is sure to be a hit with families around the world.

64
END REFERENCES
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crocs.html
Euromonitor International. (2020). Childrenswear in the US. Retrieved
from https://www.euromonitor.com/childrenswear-in-the-us/report
Global Industry Analysts, Inc. (2019). Kids' Wear Market by Product Type,
Age Group and Distribution Channel - Global Opportunity Analysis and
Industry Forecast, 2019-2026. Retrieved from
https://www.giiresearch.com/report/go877306-kids-wear-market-by-
product-type-age-group.html
Javed, M., Hussain, T., & Anwar, M. (2019). Impact of Product Packaging
on Consumer Perception and Purchase Intention: Empirical Evidence
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WGSN. (2021). Kids Fashion Trends 2021. Retrieved from
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O'Neill, J. (2018). The Power of the Crocs Brand. Bloomsbury Publishing.
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Marketing (7th ed.). Pearson Education.
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Chen, Y., & Li, Y. (2018). Crocs’ Turnaround: A Case Study. Journal of
Business Case Studies, 14(1), 31-42.
Purwanto, A. (2019). The Analysis of Marketing Mix Strategy of Crocs in
Indonesia. Journal of Management and Marketing Review, 4(2), 64-75.
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Crocs. (n.d.). Our Story. Retrieved from https://www.crocs.com/about-
crocs/our-story.html
Statista. (2021). Number of Crocs Retail Stores Worldwide from 2013 to
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stores-worldwide/
Dawson, J., & Mukherjee, A. (2019). Fashion buying. Routledge.
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