How to cope with a fad

Logistics guru Eric J. Joiner, Jr. posed an interesting question in LinkedIn:

Crocs are declining in popularity. If you were their head of Supply Chain what would you be doing now?

The question is interesting because the product was very likely a fad, with high early approval and equal backlash (a Facebook group titled “I Dont care How Comfortable Crocs Are, You Look Like A Dumbass.” has 930,000 members). Did Crocs managers evaluate all scenarios: e.g. fad vs stable demand? Their decisions point to them being optimistic:

Crocs made the decision to exit a 3PL distribution relationship and open their own “owned and operated” distribution center (this is well documents in their 10K reports). They “sunk” capital into a distribution facility in the Denver area. Now that volume is down, there has to be big unused capacity in that facility. That facility has ongoing fixed expenses that have to be paid, and are now a millstone around Crocs’ neck. Oh, and I don’t think that there is a lot of demand for a distribution facility in Denver.