From a shoe industry perspective, Crocs brand has some problems.
The company's colorful flagship clogs category is fine.
The problems lie oustide of that category, when Crocs tries to design non-clog footwear.Specifically, the non-clogs Crocs footwear is made of inexpensive materials, lacks any supportive footwear function.
Crocs design concept theme is 'colorful, fun style shoes", which is fine, especially for clob footwear. But outside of clogs fun-colorful doesn't work so well. people want reasonably quality as well as decent fit and support functioning shoes.
To improve sales trends, and maintain itself as a brand, Crocs needs to upgrade the quality of their non-clog shoes, including materials and fit. Right now Crocs brand non-clog styles are less quality than Wal-Mart or Payless house brand shoes. Crocs is now managed by non-shoe-industry people who think colorful styling is more important than fit or function. They are wrong.
Another problem for Crocs is management strategy of opening their oiwn retail stores. retail store ownership is expensive and onlyw orks if the brand is very much in demand with high demand for ths shoes. Crocs brand has neither one of thses factors going for it, so opening retail stores will only results in bottomline financial losses.