CROCODILE BRAND

Resilience, durability through the years, Crocodile provides utmost comfort wear.

A HISTORY OF QUALITY

Founded in 1947, Crocodile has built on the strong principle of quality men's wear at affordable prices through the years. Brand awareness, purchasing patterns and consumer psyche have so far been part of the industry rhetoric. Crocodile has not only existed for more than half a century but has been growing all the way. Crocodile is now embedded in the consumers' minds as affordable quality wear. Having had a long history and presence in the industry, Crocodile has become a brand that is known for its resilience surviving many different periods of challenges, serving its targeted customers.

ADAPTABILITY AND STEADY GROWTH

Crocodile's success is not an overnight story. It started with a focus vision to become a leading brand for men's wear. Having achieved its initial goals, it slowly diversified into the accessories, footwear and the children's wear market. Contemporary designs and quality are the hallmark of the brand, which has remained a giant in the fashion industry.

BRAND CONCEPTUALIZATION

'Crocodile' is chosen for its symbolism - strength, persistence and easy identification. Crocodile Products are known for their quality and elegance.

BRAND VISION AND MISSION

From its humble beginnings, Crocodile has developed into a leading brand for men's wear. Its mission now and the future is to develop the Crocodile brand further into an active lifestyle with complete range of products for the whole family that caters from clothings to household products.

The growth potential in Crocodile brand lies on its product and marketing strategy. The Crocodile brand is well known internationally for its contemporary designs, utmost quality and affordability.

WELL DEVELOPED BRANDING

Since inception, Crocodile realized the importance of establishing a reliable and prominent brand identity. Well mapped business strategies, prudent planning and careful licensing manned by professionally managed companies in many countries enhances the brand value and goodwill. Crocodile has become a household name and sought after in many countries.

Crocodile has received numerous awards, in two most populous nations of the world, China and India. In China, Central China Government awarded it as the number 1 foreign brand in sales of casual and sport shirts from years 1999 to 2005. In India, Crocodile Brand was awarded the Hall of Fame Honour for the "Most Admired Exclusive Brand Retail Chain" for the year 2002 by Images Fashion Awards.

Crocodile International Pte Ltd began to license Crocodile brand for ladies' wear in Korea in the late 1990s. In a period of 3 years through unreserved cooperation between the parties, Crocodile managed to soar to such high level of consumers acceptance by achieving the year 2001 HIT Products for having the outstanding qualities and also ranking on top of popularity among consumers as reported by 2 leading newspapers in Korea.

ADVERTISING & PROMOTIONS

Aggressive campaigns launch and promotions are coordinated with licensees in various countries. Advertisements through mass media such as print and electronic transmission billboards and on the Internet are some of Crocodile's way of raising brand awareness among the consumers. Indirect advertising through sponsorship of community projects not only enhances brand presence in the consumers' minds but also signifies Crocodile's determination towards community betterment.

BEHIND THE BRAND : COMPANY PROFILE SYNOPSIS

Crocodile International Pte Ltd was founded by Dato' Dr Tan Hian Tsin in 1947. Crocodile started as a brand for men's shirts. Within a short period of five years, Crocodile has expanded into other segments of clothing such as undergarments, socks, handkerchiefs, slacks and sports shirts including accessories such as leather products, neckties, wallets and shoes. Since the early 1950s, Crocodile has presence in various regions in Asia. Crocodile International Pte Ltd also started to license the use of the Crocodile Brand to other countries namely Malaysia, Thailand and Indonesia in the 1950s, Japan in 1960s and to many other countries. Crocodile International Pte Ltd has successfully transformed itself from being a trading and manufacturing company to a licensing, joint venture and investment company from the mid 60s. Presently, there are over 50 different licensees across Asia marketing and distributing the Crocodile brand products.

Crocodile is a registered trademark in all its markets. Crocodile International Pte Ltd is constantly taking necessary action to protect its trademarks and products against infringement and imitation of their trademarks.