La riscossa delle ciabatte: ormai nel mondo è ‘crocs’ mania
Ci sono pochi argomenti polarizzanti come quello sulla bellezza e comodità delle Crocs, le famose calzature in plastica leggera che sono una via di mezzo tra una scarpa e uno zoccolo: o le ami o le odi.
Indagini di mercato negli Stati Uniti indicano una diminuzione nella vendita di calzature fino al 24 per cento, escludendo, però, le pantofole. La categoria che sta patendo meno l’epidemia è quella delle calzature per il tempo libero cioè quella in cui ricadono le Crocs.
Le vendite sono cresciute del 48%, sia all’ingrosso sia al dettaglio, nel settore dell’e-commerce.
Le Crocs sono da sempre molto usate e amate in ambiente ospedaliero, e questo spiega in parte l’aumento in un periodo di emergenza sanitaria, tant’è che Crocs ha deciso di regalare 10.000 paia di scarpe ogni giorno a persone che lavorano in prima linea nell’epidemia di COVID-19.
Con la sua iniziativa “Free Pair for Healthcare”, un evento di 45 giorni iniziato a fine marzo 2020, l’azienda ha donato più da 860.000 paia di Crocs a lavoratori per lo più negli Stati Uniti, ma anche in Canada e in Europa. Gli iconici zoccoli in gomma piuma bianchi e neri di Crocs con stampe limone, menta e leopardo sono stati postati sui social da operatori sanitari in prima linea.
È chiaro che Crocs in questo momento cavalca l’onda, ma la rinascita del marchio precede la pandemia. Nel 2017, lo stilista britannico Christopher Kane ha debuttato sulle passerelle della London Fashion Week indossando Crocs a motivi chiari tempestati di ciondoli. L’anno successivo, Balenciaga ha rilasciato una versione alta degli zoccoli Crocs Classic che è stata venduta al dettaglio per ben $ 850.
Ultima annotazione per i detrattori delle Crocs (nonostante la comodità): possiamo farcele piacere perché, tanto, durante il lockdown, non te le vede nessuno ai piedi (anche se sei in smartworking).
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