Birkenstock; From Legacy To Innovation

Birkenstock, a historic German footwear brand, has recently revamped their brand and product offering that had traditionally relied on their classic and best selling ranges to now launching a range of collections, care, and in-store experiences.

They could have relied on their best selling and just been happy with that but they saw an opportunity within footwear and developed a strategy, a plan, and executed it out to near-close perfection to take their brand to the next level.

Here are my key takeaways for other brands;

1. Research-Fuelled Strategies Work
   Birkenstock had conducted a deep-dive and multi-pronged research program to gather competitive insights, cultural perspectives, and consumer nuggets to form a comprehensive picture of the landscape and how to take advantage of it to propel the brand from it’s historic foundations to the future.
   

2. End-To-End Execution
   Sometimes brands just focus on just the communication portion and maybe the packaging and call it a rebranding and think consumers are going to fall for it. Birkenstock wanted to made sure their brand was brought to life through their traditional touch points so that existing and potential consumers could see, feel, and appreciate the difference.
   

3. Create A Own-able Space To Grow
   Despite still using the same materials of cork and leather, Birkenstock have further entrenched themselves as unique and effective that no other competitive can really compete in. For the foreesabel future, Birkenstock are looking to build and expand their category.

Here are just a couple!