The Anti-Aesthetic Marketing Strategy and Z Generation Cultural Identity in Crocs

Wenye Zhang ()
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Wenye Zhang: The Chinese University of Hong Kong, Department of Sociology

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 1373-1382 from Springer

Abstract: Abstract Crocs, initially labeled a fashion disaster, has successfully transformed into an emblematic anti-aesthetic brand, resonating deeply with Generation Z’s cultural identity. This research explores the strategic use of deliberately “ugly” or unconventional design elements employed by Crocs to appeal to Gen Z, emphasizing authenticity, individuality, and irony. Through an online survey of 210 university students at the Chinese University of Hong Kong, this study reveals that Gen Z primarily values Crocs for their uniqueness and symbolic rejection of mainstream aesthetics rather than mere comfort or practicality. Results indicate that a majority perceive Crocs’ “ugly” aesthetic positively, appreciating it as a form of playful self-expression and nonconformity. The findings highlight a paradox wherein anti-fashion items like Crocs have evolved into popular expressions of identity, reflecting broader trends of aesthetic pluralism and ironic consumerism among youth. The research concludes that brands effectively leveraging anti-aesthetic strategies can foster significant cultural resonance and brand loyalty among younger demographics.

Keywords: Anti-aesthetic branding; Generation Z; cultural identity; consumer psychology; Crocs (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-874-5_155

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DOI: 10.2991/978-94-6463-874-5_155

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