Summary of

Cathy Horyn Travels to Germany to Understand the Unlikely Return of Birkenstocks


Takeaways

0.5 min

That is quite an achievement — and so is knowing what to do with a pure thing in our globalized century. Reichert’s strategy for waking a sleeping giant turned out to be relatively straightforward. He expanded production and put salespeople around the world. In short, he answered the phone. But, in spite of what marketing initiatives like cocktail parties and a satellite design studio may suggest, he would be the first to say that the Birkenstock is beyond fashion.

Whatever Birkenstock did, it still hinges on the first 3 designs that Karl Birkenstock came up with in the 60s. People love it. But they don’t know why people love it.


Snippets

But I know people are hungry for pure things. And there’s a huge crowd of people heavily believing in and loving this brand. And it’s not because of the nice people working there, because there are no nice people. And it’s not because of the marketing, because there’s no marketing. There’s nothing. It must be the product. Because they do everything wrong — everything!

LOL


That is quite an achievement — and so is knowing what to do with a pure thing in our globalized century. Reichert’s strategy for waking a sleeping giant turned out to be relatively straightforward. He expanded production and put salespeople around the world. In short, he answered the phone. But, in spite of what marketing initiatives like cocktail parties and a satellite design studio may suggest, he would be the first to say that the Birkenstock is beyond fashion.