WIG: Birkenstock Sandals

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Despite its rather eclectic appearance featuring bulky buckle straps and cork soles, Birkenstock sandals have become a highly desired fashion staple. In 2014, more than two million pairs of Birkenstock sandals were sold globally. Whether it is in the streets of Harvard Square, Williamsburg, Santa Monica beach, downtown Nashville, or Seoul, it is easy to find people of all ages wearing the German manufactured sandal on any given summer day. So what makes these sandals so desirable? While some people disapprove the sandal design for its bulky and somewhat rural look, I beg to disagree. The sandals can be easily paired with a wide spectrum of outfits for multiple occasions, whether you are going for a weekend yuppie, Lower East Side artist, or outdoorsy explorer look. More importantly, without compromising style, as proven by the sandal’s multiple collaborations with top designer brands such as Celine and Givenchy in recent years, the company’s proprietary cork foot bed, which perfectly molds to the shape of your feet, provides superior comfort and arch support that is simply unmatched by any other sandal brands in the market. From a consumer psychology standpoint, Birkenstock’s success seems to be driven by its unique brand identity that aligns perfectly with the growing desire of consumers to return to a more natural state.

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