Wednesday, 16 September 2009

No Crocs, no party

Fashionista was surprised by the news that one of her favourite Hollywood actors, the one and only George Clooney, has decided to come to rescue of the not so fashionable and virtually indestructible footwear, Crocs.

John Duerden, President and CEO of Crocs Inc., stated in an interview with the Washington Post that the brand that although the company was in financial difficulties, it is not the end of the road for Crocs. His good friend, George Clooney, has, he claims, offered to help the company by starting to wear Crocs. In return Mr. Clooney wishes to see children in Africa provided with Crocs. So far, it appears to be a win-win situation for both parties.

As part of a marketing strategy, more and more companies turn to a celebrity to help them promote their brand .

The key question is: "If the brand were a person, what type of person would it be …?"

That's why choices such as Lily Allen for the new Chanel's budget-friendly bags and accessories line "Coco Cocoon" and Scarlett Johansson as the new face of Mango seem good choices from a brand personality perspective.

Fashionista questions whether the same applies for George Clooney and Crocs. For sure, George is not a rookie when it comes to the promotion of new or forgotten brands. After all, thanks to his irresistible charms, class and good looks, Mr. Clooney definitely contributed to the recent success of the "Nespresso" and "Martini" brands. So, what will be the impact of his endorsement for Crocs? Fashionista waits with interest for the verdict . . . . and for the first sighting of George Clooney wearing a pair of Crocs.
Fashionista's Belgian colleague Christine