Why People Love Birkenstocks (INTRO TO COMM)
By: Hayden Shapiro, Valerie Lopez, Grayce Journick, Nancie Tieri, and Miles Maille
The shoe that that you could wear to anything, or any event has a much more interesting backstory than you may think. In our research we found why college students love their Birkenstocks, as well as why celebrities wear them out and about. The appeal is undeniable and why they are so beloved simply makes so much sense. Whether you like the fact that they are easy to put on or just how they look, they are the shoe for everyone.
WHO WERE THE BIRKENSTOCKS
Birkenstock began as a German family-owned business that goes back to generations of cobblers. Records date back to 1774 with Johann Adam Birkenstock, listed in church documents as a subject and cobbler. Fast forward to 1896 Konrad Birkenstock, a master cobbler, began manufacturing and selling insoles. Eventually, Konrad Birkenstock developed the first contoured arch support in 1902. Then in 1932, Carl Birkenstock developed Birkenstock training courses which were labeled the “Carl Birkenstock System” and endorsed by physicians and podiatrists. Continuing the production in 1963 Karl Birkenstock launched the oldest Birkenstock style, the Madrid Model. Birkenstock made its way to the U.S. market in 1966 and in 1988 the company became more environmentally friendly. The company began setting a new standard for environmental awareness worldwide as in 1990 energy consumption was decreased by over 90%. Birkenstock continues to open worldwide facilities and in 2016 they celebrated 50 years in the U.S.
SO UNCOOL IT’S COOL
Trends come and go and sometimes trends seem as lame until a certain person does it. So how did a shoe worn in secret find its way into the trendy fashion world? Well, these sandals began rising in the height of fashion as we began to adopt styles from past generations — like fanny packs, mom jeans, or oversized anything– and making them, once again, desirable. Models, stylists, photographers, and creative directors began wearing the shoe which helped the brand’s popularity. The COVID-19 pandemic also brought a shift of people beginning to dress for comfort over style. Using comfortability as a form of self-care. Birkenstock was categorized as an “ugly” style, however, people openly embracing this trend of ugly is a way of rejecting the mainstream notion of perfection.
ADVERTISING
Creativity in the market is something that can make or break a company’s image. Birkenstock uses a large amount of product placement, the most recent in the Barbie movie. And as one can imagine sales drastically increased. Margot Robbie, Barbie, switches from a pair of heels into birks, which the company calls a symbolic “breakthrough of modern feminism.” Also, the company has many popular influencers and celebrities endorsing the sandal style. Birkenstocks can be seen in everyday life up to the runway. The company also has had opportunities to do collaborations with designers such as Dior, Valentino, and Manolo Blahnik. Through all this, the company was able to change its brand from an orthopedic shoe to a closet staple to glamor in a more comfortable way.
Now that we all have a newfound respect for the beloved Birkenstock sandal, go get them! Any mall, any shoe store, or even online, but make sure to say that group number 3 of Professor Connor’s class told you to do it!
