ITV’s hit reality show Love Island has caused a 1,300% spike in overall searches for Crocs in the UK, according to new data from The Sole Supplier.
The new data revealed that demand for ‘lilac crocs’ has spiked by 950% following contestant Chugg Wallice’s brief stint on the show wearing his clogs. Fellow contestant Faye Winter can also be linked to a 324% spike in searches for ‘white crocs’.
The sightings of the classic clog footwear has sparked controversy with social media users, with some questioning if the shoe brand has a sponsorship deal with ITV.
Crocs are enjoying a revival in popularity on the back of major celebrity endorsements, such as Justin Bieber and Nicki Minaj with sales of the customisable plastic clogs soaring by 63.6% to $460.1 million in its first quarter.
Crocs has been steadily increasing its social presence over the last year, announcing collaborations with other brands and artists, such as Benefit Cosmetics and Russia’s 2020 Eurovision entry Little Big.
The company also saw its profitability rocket in the quarter with operating income up by $104 million at $125 million. Digital sales grew 75.3% to represent 32.3% of revenue versus 30.1% last year.
Crocs CEO Andrew Rees said further strong growth was expected: “Demand for the Crocs brand is stronger than ever with expected 2021 revenue growth of 40% to 50%. In the first quarter we achieved record revenues and profitability, with growth in all regions and all channels. We have raised full year guidance as we continue to see consumer demand for our product accelerate globally.”
Love Island 2021 has a number of partnerships with brands, with ISAWITFIRST confirmed as the official fashion partner and Boots as the official ‘Feel Good’ beauty partner.