Last week, Birkenstock announced a forecast growth of 17.5%.
Not bad for a shoe whose roots go back to Germany in 1774.
Today, it’s a fashion icon – exactly because it never tried to be fashionable.
Instead, it’s a purpose-driven brand. Rooted in orthopaedics.
No data, no algorithms. Just a belief in making something of value, and sticking to it.
Form follows function.
How many brands could learn from that?
Instead of blindly following fashion, follow a purpose.
Ask yourself: why are you of value?
I once gave a talk to Levi’s senior management about why I didn’t want the 501 to be seen as part of the fashion business.
Because what becomes fashionable… can just as easily become unfashionable.
I wanted them to be iconic. Above fashion. Like Birkenstock.
