How ‘ugly’ orthopaedic shoe company Birkenstock created a brand worth billions
Inside Retail
OCTOBER 16, 2023
This is the value a company derives from consumer perception of its brand. This is the opposite of the more traditional “trickle-down” phenomena, where mass-market designers and brands are influenced by high-end luxury and designer fashion. billion in 2006. Birkenstock’s slow burn is an example of “ bubble-up ” theory.
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