Birkenstocks hotness in the post-sneaker era does not need to be repeatedly described, multiplied by the east wind of long-termism and retro tide, becoming an indispensable shoe in the current trend of the current trendSelected, after being acquired by LVMHs Consumer Equity Fund L Catterton, the co -branded planning continued. Cooperative targets across home brands and luxury units. Not long ago, it also launched a high -profile skin care product line "Birkenestock Care Essentials", which seems to be a hot.The fashion brand sold is not the pursuit of the 250 -year -old brand historical shoe unit. How much is the market potential of Birkenstock?
"Alternative Expansion"
br/> via Birkenstock
In the context of the continued coldness of sneakers culture and market in recent years, in addition to the trend of outdoor shoes and thin sole shoes, Birkenstock can be said to be the mostThe influential and topical shoe units continue to radiate the entire trend market from different fashion perspectives, and can even be said to be a rare phenomenal traditional shoe brand.On the occasion of the 250th anniversary of the establishment, the Birkenstock product matrix landscape expanded again. This new attempt is not the shoe line nor the clothing line, but the launch of the foot skin care product line "Birkenstock Care Essentials".
Via Birkenstock
The new Birkenstock Care Essentials, like many tolerance units that insist on German manufacturing, respect natural ingredients and organic lifestyles, and brand for more than 200 years with the brand.The culture of shoe making is deeply fitted. This very vertical expansion and attempts seem to be somewhat different today. After all, many brands will be more or less cost -effective for short -term financial data after influence.CHAMP, shortly after the parent company was shares by Aritzia, expanded the product matrix scope of the product matrix. Now it has moved the vast majority of production lines from Canada to Southeast Asia.Birkenstock has always been rational for expansion, and there are few big movements in addition to the launch of the high -end branch line Birkenstock 1774.
Birkenstock has become one of the most frequently out -of -street frequencies in Gigi Hadid in the past two years | VIA MSN
Although many fashion circles are wild spokespersons of Birkenstock,At the moment when the market performance continues to be hot, there is no excessive overdraft of the product cultural value of star shoes such as Boston and Arizona. Instead, the possibility of deep digging between the combination of brand design language and popular trend continues to create a refreshing cooperation plan.In the post -sneaker era, it is constantly trying to extend the various micro -trends that can be extended based on traditional shoe -making culture. This "alternative expansion" is commendable in the impetuous market environment.
After being acquired, it still maintains the independence and continuity of the brand value
Via Popsugar
As early as 2018, Supreme actively expressed the intention of cooperation with Birkenstock, the latter rejected this time with high profile and even slightly contempt.Co -branded invitations, at that time, Birkenstock was rarely released in cooperation projects. In 2021, after being announced by LVMHs private equity fund L Catterton announced the acquisition of 70% of the shares, Birkenstock began a positive and frequent road, but so farThe specific implementation plan of the selection and joint planning is still very cautious. At present, it only cooperates with units with an independent aesthetic system, and the style is very broad. Details such as material selection, color scheduling, and atmosphere creation are refined.
Union x Birkenstock "Bimshire" | via unionLosangeles
Beams x Birkenstock "Boston Eva" | via beams
Beams x Birkenstock "London" | via beams
Birkenstock x Jesse Leyva | via Instagram @birkenstock
In addition to the cooperation of LOGO harvesting traffic, in addition to the joint names of everyone with Dior earlier, the new shoes BIMSHIRE created with Union not long ago, and Beams have been trying different materials on classic shoes several times.Cooperation, the BORO craft capsule series jointly created by the former Nike designer Jesse Leyva, etc., each cooperation is tapped from the sparks that may be touched between classicism and different popular styles, and a relatively free design for cooperation objects opens a relatively free design.Permanent, this diversification and tolerance greatly expands the boundaries that Birkenstocks unique aesthetic culture can be touched.
Kith x Birkenstock" London Braise "| VIA Instagram @Birkenstock
Filson x Birkenstock | via Filson
On the other hand, for traditional craftsmanship andThe persistence of quality continuity is also one of the reasons why Birkenstock stands.Not long ago, the cooperation planning with Filson and KITH showed this.Traditional handmade sewing and weaving process and retro outline have brought a comprehensive display for Birkenstock process accumulation, and continued to create a high -level texture atmosphere. It is also in addition to the possibility of trying more retro elements in addition to the aesthetic tone of "Ugly Chic" aesthetic toneEssence
VIA Instagram @Birkenstock
In addition, Birkenstock is at 2020In the year, the high -end Birkenstock 1774 series of high -end markets. The design headquarters in Paris has continuously launched a new design according to the brand tone, and continues to make exquisite diversified interpretations of the classical models.At present, for the value of the Birkenstock brand, most of the capital brought by capital involvement is positive feedback. Although the opening performance of the New York Stock Exchange last year was far lower than expected, it still has a market value of about $ 7.55 billionAt the same time, the brand cultural continuity and independence of 250 years have no faults or excessive squeezing, which is also an important reason why the outside world is generally optimistic about Birkenstock.
The current Birkenstock potential of retro back tide has not been fully tapped?
VIA Instagram @birkenstock
Under the background of retreating, various style categories of slippers have replaced a large part of the market share of the sneakers, and the relaxation created by the strong plasticity of the slippers can be through the four seasons.The only high -quality brand based on the traditional craftsmanship in the slippers unit, from an original perspective, is rare in the track. At the same time, the potential of Birkenstock, a retro tide under the weak fashion markets creativity, does not seem to be completely tapped.
Via Instagram @Birkenstock
First of all, Birkenstock also has rich design heritage outside BOSTON and LONDON to dig or reshape, from the high -standard joint names with FilsonIt can be seen that Birkenstock is more than one retro slippers brand.DIEMMEs success proves that as long as the aesthetic carving is in place, the retro leather boots can also be embedded in the current trendy aesthetic context. It has a high performance space in the high price range in the high price range.Today, the major shareholders of Birkenstock are L Catterton, a private equity company, and behind the luxury giant LVMH. The scheduling level of fashion resources can be said to be near the water tower.
Tekla X Birkenstock Collection | VIA Instagram @Birkenstock1774
On the other hand, LVMH urgently needs a" sustainable full -quality "lifestyle brand to be slightly at present.The group that shows fresh blood into fresh blood, Birkenstock seems to be the best choice. In addition to turning on the Birkenstock Care Essentials, the clothing line and home line will be involved in the future. After allIt can be in depth with trendy culture.
Via Instagram @Birkenstock
The waves of shoes and the fashion market, waves of trend are like floating light, you sing, you will appear. The century -old brand once again becomes a fire -fighting player before the establishment of the new fashion order.In the next luxury group, it is likely that the goal of acquisitions will be shifted to the potential classic century -old brand?
From the just-of-come-out Birkenstock Care Essentials and Birkenstock 1774, which is still trying, it can be seen that Birkenstock is deeply integrated in Germany and Paris.Fashionable and creative resources, with London and BOSTON star shoes as the entry point, aiming to create a complete and sustainable lifestyle system, seeking balance between exquisite and lazy. At presentIt is excavated, and this operation model will inevitably inspire those century -old brands that still have vitality. Who will be the next "Birkenstock"?
Author Richie
Cooperate with it with itThe brand that has passed may be considered "status"
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