Birkenstock goes public: how an ‘ugly’ orthopaedic shoe company created a brand worth billions

Tamsin McLaren

Birkenstock goes public: how an ‘ugly’ orthopaedic shoe company created a brand worth billions

Research output: Contribution to specialist publication › Article

Abstract

An Op-Ed piece which explores how fashion companies with utilitarian roots become iconic and valuable brands; timed for Birkenstock’s IPO on the New York stock market.

Original language	English
Specialist publication	The Conversation
Publisher	The Conversation
Publication status	Published - 11 Oct 2023

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being
SDG 9 Industry, Innovation, and Infrastructure
SDG 12 Responsible Consumption and Production

Keywords

Birkenstock IPO Initial public offering Barbie Ugly shoes footwear Animal free products New York Stock Exchange Industrial manufacturing processes Fashion Brand Entrepreneurship Counterculture European Fashion forward Brand equity Collaborations Bubble up theory Trickle-down theory Alternative sub-cultures High end luxury Doctor Martens Crocs Ugg Australia Reinterpreting original use Conspicuous consumption Inconspicuous consumption Form and function Tastes and values Social phenomena High inflation

Access to Document

https://theconversation.com/birkenstock-goes-public-how-an-ugly-orthopaedic-shoe-company-created-a-brand-worth-billions-215033

Cite this

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Birkenstock goes public: how an ‘ugly’ orthopaedic shoe company created a brand worth billions

Abstract

UN SDGs

Keywords

Access to Document

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Cite this