Crocs eyes youth 'emotional consumption' trend in China

American footwear brand Crocs remains committed to the Chinese market and is actively eyeing new opportunities brought by the personalization and emotional consumption trend among Chinese consumers, senior executives said during the ongoing eighth China International Import Expo (CIIE) in Shanghai.

Making a comeback at the expo, the brand is showcasing its latest offerings in winter collections, and creative collaborations with popular local brands Pop Mart, Beast and SMFK.

With limited edition shoe products and Jibbitz charms for personalized creation at the CIIE, the brand aims to better connect with Chinese consumers through personalized expression, demonstrating its vitality and imagination that resonates with China's youth culture.

"Young people across the globe, both in China and outside of China, really appreciate personalization and something that feels unique to them. We feel that personalization is a global trend," said Anne Mehlman, executive vice-president and brand president of Crocs, at a media briefing held during the CIIE.