One-hit wonders? Crocs (CROX -0.1%) and Deckers Outdoor (DECK -17.9%) give investors a painful...

|By:, SA News Editor

One-hit wonders? Crocs (CROX -0.1%) and Deckers Outdoor (DECK -17.9%) give investors a painful lesson on how banking on a single product to drive growth in retail can end up in pain for the company, no matter how trend-setting the item may be at the time. Analysts note Under Armour (UA -0.7%) successfully branched out from its original niche, while Crocs and Deckers Outdoor stayed largely tied to their trademark product. 52-week return: Crocs -22.1%, Deckers Outdoor -71.7%, Under Armour +27.2%.