How Birkenstock went from “ugly” hippie sandal to billion-dollar brand – CBS News
Fashion News

How Birkenstock went from “ugly” hippie sandal to billion-dollar brand – CBS News

⁣Birkenstock is often ‌associated with a certain stereotype— sandals with white‍ socks, flared ⁣jeans and ​a headband— but‍ over the ⁤years, the‌ German ​brand has moved ⁣away from its “hippy” roots and become one of⁢ the world’s leading fashion must-haves. From its humble beginnings as‍ a cobbler’s workshop, the comfortable shoe is no longer seen as “ugly”: ‍it’s ‍been worn by celebrities, featured in the biggest fashion magazines, and ‌tabulated as a billion-dollar ⁢brand. Read on to find out how​ Birkenstock has literaly⁢ walked its way into the bright lights of the fashion world.

1. From Obscurity to Overnights: The Surprising Rise of‍ the Birkenstock Brand

Once a symbol‌ of the counterculture, Birkenstocks have experienced a surprising⁢ rise to​ become a hot fashion item. The simple and stylish sandals have become a fashionable statement across the world. In ‌the last 15 years, Birkenstocks have taken the fashion ‍industry by ‍storm, with ​fashion⁣ editors and influencers clamoring for the new trend.

  • Comfort Meets Fashion: The key to the Birkenstock’s ‍success is ‍that it straddles ⁣the line between comfort and ⁤fashion.⁤ With supportive cork​ footbeds and flexible soles, they are made for long-lasting comfort⁤ – yet ⁤still look stylish ⁣and perfect for⁤ everyday wear.
  • Their Explosion Into‌ Popularity: The ​resurgence of Birkenstock started in 2014 when ‌Celine designer Phoebe Philo put them on‌ the runway in a look styled alongside a crop top and wide-leg ​trousers. This drew the ⁣attention of millennials and young‍ companies, who then went‍ on to make them a wardrobe ⁢staple. Social media influencers then took them to⁤ new‍ heights, taking pictures ⁣of themselves in their Birkenstocks and styling them with every‍ outfit imaginable.

2. From Humble Beginnings‌ to⁣ Billion-Dollar Phenomenon: The ⁣Curious History of Birkenstocks

Birkenstocks ​didn’t make a splash when they first​ appeared ‌- they were never intended ⁣to become the sensation they ‌are⁢ today. All they ⁢were meant to ⁤do was provide comfort and ‌relief to the hardworking people of the 17th century Germany. Founded⁣ by Johann Adam Birkenstock ⁢in the late 1700s, the world-renowned shoes ​are based on the flexible ‌colours of German peasants, which are still made in factories to this day.

When Johann’s grandson Konrad Birkenstock ‌modernised his grandfather’s production method by introducing a ‍steel-moulded footbed‍ in the ​early 1900s, the storied shoe was truly born. On the ⁤strength of its unique, ⁤anatomically designed behaviour, ⁢the brand’s profile quickly​ rose across Europe and‍ then the⁤ world. By the early 2000s, Birkenstocks had become a ‍global phenomenon,‍ with people wearing them as a scruffy fashion statement. ⁣Today, the brand stands as‍ one of ⁤the most⁤ successful footwear companies‌ in ‍history. Its iconic ⁣cork-and-suede sandals have inspired countless imitators, but none can replicate the legendary comfort and style of Birkenstock.

3. How ‘Ugly’ Hippie Sandals Outlasted ⁣the Hippies and Shocked the⁢ Fashion World

Hippies of the 1960s had ⁣a unique, care-free style that was different from their predecessors. A key part of ​this⁢ style was the now iconic “ugly” hippie sandals. Despite originally being frowned upon for being deemed ‘ugly’ and unfashionable, the sandals surprised the entire world when they rose to become a ‍major fashion⁤ trend.⁤

The style of the sandals⁢ is unique and ‌eye-catching.‍ With chunky platforms⁤ and‌ fleecy straps,⁣ many thought these shoes ⁣would never make it​ out of their⁢ origin, ⁣yet they have ‌had a huge‍ influence on the fashion industry.⁣ The​ thick platforms ‌and bright color make them ⁣a popular statement ​shoe. Thanks to the ⁢uber-trendy fashionista⁢ celebs and⁣ influencers,​ they have had a massive ​resurgence of ⁢late. ⁤

  • Fleecy Straps. Large, fluffy pieces ‌of material that ‌are design to wrap the‌ foot. ‍
  • Thick Platforms. Platforms‍ that are ⁢an inch or two thick that give the wearer ⁤extra height.⁣
  • Bright Colors. To add splash of color and draw the ⁤attention to the⁣ feet.

4. Exploring the Unexpected ‍Revival of Birkenstock: A Success Story in Branding

Over the past few decades, ‍one‌ of the ⁣most intriguing brand transformations has taken place in the footwear industry, and that’s the unexpected revival⁣ of Birkenstock. Though the popularity of⁤ this brand was once ‌diminished, it⁣ has since gone on to become a staple of the fashion world.‌ This‍ success story ⁤is ‌one ‍of ​ambition, ingenuity, and professional expertise that has kept ⁢the‍ brand in the forefront of⁤ fashion.

The Secret to Birkenstock’s Revival: The ‌brand’s⁣ remarkable comeback can ⁤be attributed to its innovative marketing strategies. Firstly, the company made the⁢ clever decision to capitalize ⁤on the major ⁢trend of comfort-based footwear becoming‍ fashionable.‌ They utilized product placement and fashion-focused influencers, connecting them to casual street‌ style and celebrities. Secondly, they⁢ strengthened their presence online, ensuring that their brand⁢ was found‌ across different types of social⁣ media platforms. Finally, focusing‌ on ⁢high-quality production has ⁤been essential to keeping‍ people‍ coming‍ back for more.

  • Capitalize on trends
  • Product placement
  • Focus on high-quality

Birkenstock has come a long way‌ since its humble beginnings in Germany. From an unsightly‌ sandal to the most sought after shoe ⁢brand in the world, Birkenstock truly has made its mark in the footwear industry. With ⁢its unique craftsmanship and ‍timeless designs, it is no surprise that‌ they have achieved such success. From clogs, ‍boots, and sandals, Birkenstock continues to‌ produce quality footwear that will guarantee your ‍feet one ​of the best-loved comfort‍ and style. ⁢

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