It's all about convenience and experiential retail

Brands can reinvent themselves by targeting new markets and taking note of new shopping trends

- Ash Müller

It's fascinating to see something in retail that is simple yet attracts the right small group of enthusiasts who will launch your business experience for the world to see. Once this wildfire starts, there's no stopping it.

Take Crocs, for instance. The brand was launched in 2002, and the shoes were famous (or infamous) for being hideous. The shoe design died, and many said prayers of thanks when they went out of fashion.

Zoom forward to 2023, throw in some hot shoe designers and ta-daaaah, Crocs are back in fashion and doing better than ever. In fact, I am wearing a pair right now.

You may be wondering how the questionable plastic Crocs made such a major comeback. Podiatrists promoted them as comfortable shoes that were good for your feet. But then along came Covid, and people started spending a lot of time at home, cooking in the kitchen and gardening in the backyard. Crocs were the go-to shoes during quarantine, and the trend has grown ever since. With comfort and functionality being the key selling point, Crocs have taken over our streets and social media.

The ugly duckling example of Crocs illustrates how a product can be reborn and make a comeback. Other brands also fight the fashion feud to stay current. The good ol' Stanley flask — known for its exceptional quality and ability to keep drinks hot or cold, has been popular among the camping crowd, hunters and adventure seekers for decades.

Similar to Crocs, Stanley has successfully opened itself up to new markets and, as a result, the brand is now considered cooler than ever. Today, it has become a must-have accessory for teenage girls, despite its hefty price tag.

Brands like Crocs and Stanley already have a good product. What they are doing differently is expanding their brand experience into new dimensions and markets.