Beauty Store Business

AUG 2017

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56 August 2017 | the industry at just under 2.4 percent. And because of this success, CROC's increased its warranty plans to five-year limited on its new classic and premium lines—a move that sets the brand apart in an industry where one- or two-year warranties are more common. "We see the future of our brand leaning more toward focusing on bringing CROC as a top-of-the-line, professional, premium brand, not only domestically but interna- tionally as well," Singh says. Singh and Park have already started that process. CROC products are avail- able in the U.S., Mexico, Canada and 36 countries worldwide—and they hope to be in 147 countries in the next two to three years. "Long term, we envision ourselves being the No. 1 professional tool of choice when it comes to perfor- mance and technology," Singh says. GIVING BACK "We're also investing pretty heavily in giving back to the community," Singh says. CROC has an affiliate program created to get stylists involved and interacting with the brand. It's a free program for registered stylists who get access to content such as tutorial videos, job postings and career opportunities in the industry, outside of being behind the chair. "We want to take the success we've been able to create and give opportunity to stylists that want to organically intertwine themselves with the brand," Singh says. CROC is also looking into ways to bring some of its manufacturing and develop- ment back to the U.S. "We're working with the Department of Commerce to see how we can manufacture top-of-the-line, qual- ity products here in the United States," Singh says. One of its main goals is to do its part in supporting the nation's economy through creating jobs and growing the industry. That's something stylists and consumers alike can all get behind. ■ Rebekah Wahlberg is a writer based in Ontario, CA. Get Connected! @crocusaprofessional @crocusa @crocusa STAND OUT FROM THE COMPETITION CROC executive director Justin Singh shares his advice for budding entrepreneurs. • Stay true to your values and vision. While Singh has been in the business world for a long time, his foray into the beauty industry began with CROC. One thing he didn't expect was how competitive it is. He says creating a product you're passionate about is more important than the bottom line. • Stick to one thing and be the best at it. Your product should be inspirational and one-of-a-kind—find the one thing that the market is missing and perfect it. • Build a brand. Customers—especially millennials—want to form a relationship with the companies they buy from. Leverage social media and reach out to your audience to build relationships and form a loyal customer base. "[Tesla and Apple] set a great example of how luxury, technology and lifestyle are combined to create a stimulating company and brand."

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