Navigating Market Disruptions Through Customer-Driven, Digital Product Development

The latest webinar produced by WWD, “Notable Feet,” examined how customer-driven, digital product development has helped Crocs navigate market disruptions. The conversation, moderated by WWD executive editor Arthur Zaczkiewicz, featured Gretchen Jezerc, senior vice president of marketing at First Insight; Stacey Charbin, chief marketing officer at Centric Software, David Castellanos, manager product creation solutions at Crocs, and Ed Wunsch, global vice president of marketing strategy and insights at Crocs. The goal of the discussion was to share insights on the “next normal” as it relates to everyone to come out stronger. The conversation began with an industry update, assessing the state of the market, worldwide impacts and signs of recovery, and U.S. consumer response to coronavirus. Looking at numbers from the U.S., Charbin said “it’s no surprise to any of you that overall consumer spending is down. Apparel spending is down quite dramatically, but we believe this to be a short-term occurrence.” Initial impact varied widely across industries with an 8.7 percent decrease in U.S. overall spending, there was a 50 percent decrease in apparel sales. At the same time, there was a 27 percent spending increase in grocery and some apparel and home goods. “Notably anything having to do with clothes that

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