“German engineering for your feet”

Group 1
 About the brand
● It is a German brand of shoes known for their contoured cork footbeds (soles)
● Founded in 1774 by Johann Adam Birkenstock
● Headquartered in Neustadt Wied, Rhineland-Palatinate, Germany
● Original purpose was to create shoes that support and contour the foot, compared to the flat
shoes during that time.
● In 1896 The Fussbett (footbed) was created and by 1925 Birkenstocks were sold all over
Europe
● In 1966 Margot Fraser began importing Birkenstock from Germany giving rise to Birkenstock
USA.
● Currently it is being sold in 100 countries including, Brazil, China, Spain, Dubai, Denmark and
Hong Kong
● Over the last few years, Birkenstocks share has risen by 30%
 What Problem Is It Solving?
During the 20th Century

● Creates premium quality products

● Comfort and support
● Offered solutions to revolutionize
footwears

Now in the 21st Century

● Environmental-friendly products
○ Reduce energy consumptions and
uses organic products
● Diversity and inclusivity
● Health and wellbeing
 Size of tribe
● Large tribe
○ Wide range in terms of target
audience
○ Currently very popular
● 25 million pairs sold in 2017
● Has become progressively more
popular over the past few decades
 Target Audience
➢ Primarily women are Behavioral
targeted ➔ Loyal customers
➢ Typically, in their 20s and
➔ Everyday wear
30s
➢ (Upper) middle to upper ➔ Value Comfort
class

Psychographic Geographic
➔ Fun and outgoing ➔ Urban setting
➔ Like exploring ➔ City life
➔ People with a “chic” style ➔ Hot/humid
➔ Fashionable/trendy climate
➔ Like walking ➔ European region
 Impact on their Tribe

What causes the change?

● The shift in buying decisions: focused on

comfort
● Partnerships with designers & taking
part on runway shows
● Strong brand Identity that does growth
control
○ Withdrawing from a big retail
store like amazon

How did it impact customers?

Birkenstock created a durable brand

image through their story and their
decisions. They were able to change
how people view them and they are
now recognized by the mass
 What did the Offering look like before
Change?
● Less variety in terms of types of shoes
○ Though the basic design has not
changed, more styles have been
developed
○ Did not reach as broad an audience
● Only sold shoes, unlike now where the
brand also sells:
○ Beds
○ Bags
○ Cosmetics
● Was more corporate in its organization
 Works Cited
https://www.birkenstock.com/us/us-about-history.html

https://www.birkenstock-group.com/de/en/company/history/

https://www.completebirkenstock.com/pages/why-birkenstock

https://www.japantimes.co.jp/news/2017/11/29/business/corporate-business/birkenstock-looks-step-japan-sales-mix-
tradition-bold-new-ideas/#.Wwb5AC-ZOT8

https://medium.com/@tonilawrence_62979/birkenstock-sandals-d89ce7314f6e#:~:text=The%20demographic%20tha
t%20the%20advertisement,the%20price%20of%20the%20shoes.

https://www.encyclopedia.com/sports-and-everyday-life/fashion-and-clothing/clothing-jewelry-and-personal-adornm
ent/birkenstock

https://www.pinterest.com/pin/101119954108592432/

https://en.wikipedia.org/wiki/Birkenstock

https://prezi.com/08ibw6dsmscy/marketing-plan-birkenstock-company/

https://www.birkenstock-group.com/de/en/detail-press/newsroom/strategic-development-of-the-japan-business/

https://www.adweek.com/brand-marketing/birkenstock-ads-boast-shoes-fine-design-tagline-cites-german-engineerin
g-feet-25808/