Birkenstock: A Modern Brand Vs Heritage.
How Birkenstock captured modern consumers’ attention.
A Legacy Under Pressure
Birkenstock has been a fixture in footwear for centuries. Its cork-soled sandals are instantly recognizable, but by 2023, the brand needed more than history to stay relevant.
Partnering with Vivaldi, Birkenstock undertook a careful reinvention to appeal to modern shoppers, investors, and trend-conscious audiences alike.
Why Reinvention Was Essential
Founded in Germany in 1774, Birkenstock built its reputation on durability, comfort, and a distinct style. While loyalty kept the company afloat, going public on the NYSE in October 2023 put the brand under a new spotlight.
A fresh image was essential, not just for customers, but for stakeholders, investors, and the broader fashion-conscious public.
Identifying the Opportunities
The challenge was clear: shed outdated stereotypes, expand beyond niche subcultures, and communicate the value of the brand to a new generation.
Employee culture, retail presentation, and customer perception all needed alignment with a revitalized identity.
Listening to the Customer
Vivaldi conducted a full-scale analysis of Birkenstock’s market position and customer base.
They segmented consumers into four groups, practical comfort seekers, trend-conscious independents, socially influenced acceptance seekers, and balance-driven buyers.
Surveys, ethnographic research, and wardrobe analysis clarified what each group wanted and how they made purchase decisions.
Modern Moves and Brand Play
Redefining the Brand: Reframed Birkenstock as a brand of “genuine spirit,” celebrating craftsmanship and confident self-expression.
Consumer-First Design: Updated products, displays, and retail experiences reflected insights from the four customer segments.
Contemporary Appeal: Stores were redesigned for modern tastes, highlighting style alongside functionality.
Experiential Engagement: Pop-ups and townhouse events brought the brand story to life for customers, journalists, and investors, making the transformation tangible.
Results That Speak
By 2024, Birkenstock saw a 20% increase in sales, optimized retail spaces, and renewed interest from high-value customers.
The brand attracted L Catterton, whose acquisition tied Birkenstock to LVMH’s luxury portfolio, cementing its elevated market position.
Lessons for Legacy Brands
Strong products alone aren’t enough, brand relevance depends on cultural resonance.
Consumer insights drive profitable reinvention.
Longstanding brands can evolve without losing identity if strategy is precise.
Bottom Line
Birkenstock’s story shows that even historic companies can pivot and thrive, proof that thoughtful branding and deep customer understanding are timeless business tools.
