How ‘ugly’ orthopaedic shoe company Birkenstock created a brand worth billions
Inside Retail
OCTOBER 16, 2023
billion in 2006. Thorstein Veblen’s theory of conspicuous consumption suggests we use fashion to display financial wealth and status. Wearers are avoiding overt displays of wealth, instead communicating their taste via subtle branding, and knowledge about materials, form and function. billion in 2021 and Crocs at US$1.15
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