Nicki Minaj, the best-selling female rapper of all time, recently caused a massive surge in pink Crocs sales after posting a steamy photo on Instagram.
In the picture, Minaj posed nude, wearing only a pair of hot pink Crocs adorned with bedazzled Jibbitz charms, including Chanel’s iconic double-C logo. The post went viral, and according to The Sole Supplier, a UK-based sneaker company, it led to a staggering 4,900% spike in sales for the $50 comfortable clogs.
The power of social media and celebrity endorsements is evident in this instance, as Minaj’s post had a direct impact on consumer mentality and Crocs’ financial success. Fans were eager to emulate her look, and the demand for pink Crocs skyrocketed. The frenzy was so intense that the Crocs website reportedly crashed due to the overwhelming traffic.
Crocs have experienced a revival in recent years, driven by comfort, celebrity endorsements, and their iconic look. The brand has seen record revenue in the past year, with $1.4 billion in sales, a 12.6 percent increase over the previous year. The ongoing coronavirus pandemic has also contributed to the popularity of comfortable footwear, especially for those working from home.
It remains unclear whether Minaj‘s post hints at a collaboration with Crocs, following in the footsteps of other celebrities like Post Malone, Justin Bieber, and Bad Bunny, who have had successful launches with the footwear company in the past year.
Regardless, the impact of her post on Crocs’ sales and website traffic demonstrates the immense influence of social media and celebrity culture on consumer behavior.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.