The German well being shoe model Birkenstock is a bit like kale. It’s neither glamorous, nor exotic--no asparagus, no quinoa--yet it makes individuals really feel good, nearly virtuous. As a result of they know it's good for them.
Final evening in Paris this unbelievably venerable German footwear model (it was based in 1774) did one thing quite surprising: It held what will need to have been a vastly costly showcase and social gathering within the momentary showspace of the Tuileries Gardens. There was a objective constructed pavilion, all pine walkways and soothing plant preparations. There was a non-cease present of 40 fashions sporting 115 completely different Birkenstock kinds. Caroline Issa was swanning round Issa-ishly being photographed in one in all them. There was heaps and plenty of wholesome and scrumptious meals (though no kale that I noticed), plenty of much less wholesome drink, plus picnic tables to devour it on. There was even a choice of Birkenstock’s profitable line of cork-basis, leather-based upholstered beds (who knew?) to ponder a publish Birkenstock-watching nap on.
So, like, what? Why was Birkenstock attempting to stay its virtually shod foot within the door of Paris Fashion Week? The corporate’s hale and hearty CEO Olivier Reichert answered thus: “We've been within the style trade for therefore a few years already! Go round and ask each high photographer and stylist, they're all sporting Birkenstock…”
It’s true. Plenty of individuals, no matter their job, put on Birkenstock. However was he attempting so as to add a style patina to the model?
“We aren't going into the sector with the massive style manufacturers,” replied Reichert. “We're simply attempting to open an area for the individuals to loosen up and have a drink. We need to be part of the household, allow them to examine our new assortment. However we aren't on the way in which to push the style more--we are okay the place we're.”
Birkenstock presently produces ,800 kinds of footwear and is a large and powerfully profitable firm. It doesn’t want the style world to thrive. Final evening’s occasion nevertheless means that the kale of footwear has aspirations to a refined repositioning: nonetheless wholesome, nonetheless virtuous, however with a brand new undertone of luxuriousness too. Extra avocado.