Commerce and identity of a global footwear brand…
Jessica Alsing, Vice President, Asia & Europe eCommerce for Crocs, joins Pavan Bahl, Marc Raco, and guest host and Kelly Stickel (CEO of Remodista) at Shoptalk Europe in Copenhagen. MouthMedia Network is powered by Sennheiser.
In this episode:
Alsing discuses how she moved to Amsterdam as the Direct to Consumer head for Europe, with 100 stores in 12 countries, then moved solely into ecommerce, now focused on Asia, including Japan, Korea, China, Singapore, as well as Australia and Europe.
Alsing’s career path has earned her credibility, starting in finance, then companies including Blackstone, Gap, Willams Sanoma, and West Elm
Crocs as a brand for 15 years, what led to explosive growth of the brand, wanted to create da great show good for boating conditions, comfortable all day, chefs and other people on feet all day
The company culture of Crocs
How the company’s messaging has remained steadfast, its global voice as global brand, having a global presence, the unapologetic optimism of Crocs, several celebrity influencers and key opinion leaders around the world including actress/producer Drew Barrymore, WWE star John Cena, and Korean celebrities Yoona Lim and Henry LauEurope vs. the American market for Crocs, nuances in different markets with consumers
How millennials require a lot from a brand and use the Internet actively, with 400 million millennials in China alone
Ecommerce means creating a unified business model
Crocs tries to connect with millennials on devices and platforms on which they engage, but brands have very little time to catch their attention
Thumbstopping creative, simplicity and authenticity helps
Crocs features heartwarming stories from customers, sharing them, weaving them into future campaigns, showcasing existing customers to new consumers, as user generated content
Future-pacing staying relevant, technological possibilities, many interesting things but tough to identify where it is all going
The goal of going out in the world to touch people using Crocs
How visual search can play a role in forecasting trends of product use for Crocs, and the internal data research team
Being comfortable in one’s own shoes
Loving BBQ holidays, and the fun of Kings Day in The Netherlands, how The Netherlands feels like 20 years ago in the US, toys and sweets, Stroopwafels, shopping and street art
The importance of cultivating the right team that is strong, thoughtful, and with functional expertise
The post 218 – Jessica Alsing of Crocs – Thumbstopping Creative, Comfy Feet appeared first on Fashion Is Your Business.