Licensing in the footwear space

Murali Desingh

Boasting of brand attributes like innovation, fun, comfort and simplicity, Crocs strives at offering shoes that conform to not only individual personalities and lifestyles but also to their feet. In conversation with Murali Desingh, Managing Director, Crocs India Pvt. Ltd, we shared his take on licensing in the footwear space, in addition to his other plans and vision for Crocs….

License India: It is since when that Crocs entered the licensing realm? Which are the characters for which you have taken license?
Murali Desingh (MD): Crocs entered the licensing realm internationally with Disney in 2007. Currently, we have Disney’s Spiderman, Disney Drag Racing McQueen, Scooby Doo, Sponge Bob, Patrick Star, Winnie- The Pooh-and friends, Dora & Boots and Mickey Mouse available in India.

We plan to introduce Smurfs character Jibbitz (our funky shoe accessories) range for kids to time it with Smurfs movie launch in August.

LI: Which are the categories of products (men/women/kids) for which you‘ve been using these characters? How has been the customer response for this licensed merchandise?
MD: We use these characters for our shoes for kids as well for shoe accessories (for both kids and adults) that we have and are called ‘Jibbitz’.  These products are a huge hit amongst kids.
Jibbitz makes unique, colorful products for consumers to personalize their Crocs shoes and accessory items.

All over the world, millions of kids and adults have been using Jibbitz charms to personalise their Crocs shoes with our unique designs, entertainment and sports licenses, and new 3D styles. Our accessory items are designed to compliment your favorite Crocs shoes, ranging from the new Crocband styles to the best-selling Mammoth clogs for those cold winter months.

LI: Is the pricing range any different for both the categories of merchandise?
MD: It depends on the styles, but normally licensed products are priced higher than the non-licensed range.

LI: Before attaining the license for the characters, what was the kind of research that you did? How did you zero on this decision of taking up licensing?
MD: It was a global decision. However, each country provides feedback on the characters that are more popular in their respective regions.

LI: Who is your target audience?
MD: All age groups (men, women and kids) from 1-100 years are our target audience. Our target audience for licensed products is mostly kids.

LI: Who are your immediate competitors and how have you been able to distinguish yourself from them? What is your brand’s USP?
MD: We have created a niche for ourselves and have no direct competitor. We always strive to innovate which basis our strength and USP ‘Croslite’ that is unique only to us.  All Crocs’ branded shoes feature Croslite material, a proprietary, revolutionary technology that produces soft, non-marking, and odor-resistant shoes that conform to your feet.

Interviewed by Vrinda Oberai