{"id":17119,"date":"2023-08-04T15:34:55","date_gmt":"2023-08-04T15:34:55","guid":{"rendered":"https:\/\/shoestechnologies.exum.eu\/?p=17119"},"modified":"2024-02-15T08:47:55","modified_gmt":"2024-02-15T08:47:55","slug":"barbie-film-relaunches-birkenstock","status":"publish","type":"post","link":"https:\/\/shoestechnologies.exum.eu\/?p=17119","title":{"rendered":"The &#8216;ugly for a reason&#8217; gets pink: Barbie relaunches Birkenstock"},"content":{"rendered":"\n<p class=\"has-medium-font-size\"><strong>Barbie<\/strong>: unquestionably the most popular phenomenon of summer 2023 and probably one of the most important of the entire year.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The film has already become <strong>iconic<\/strong> and its impact has run through several fields worldwide: culture, society, trends, social media, fashion, vocabulary.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">It is therefore no coincidence that the influence of the <strong>film-event Barbie<\/strong> has invested the <strong>footwear<\/strong> <strong>industry<\/strong> and, in particular, the sandal business!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Barbie &#8216;Margot Robbie&#8217; wears Birkenstock sandals<\/h3>\n\n\n\n<p class=\"has-medium-font-size\">In one of the film&#8217;s most popular scenes, the actress <strong>Margot Robbie<\/strong> &#8211; who plays the role of the toy doll &#8211; wears a pair of <strong>Birkenstock sandals<\/strong>. Not only that! The choice of whether to wear a pair of Birkenstock sandals or a pair of pink heels (Barbie style) takes on a <strong>very strong narrative connotatio<\/strong>n within the film.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Barbie is asked to choose between &#8216;<strong>the dream life<\/strong>&#8216; and &#8216;everyday life&#8217;, between the &#8216;sacrifice of elegance and style&#8217; and &#8216;the anonymity of comfort&#8217;.<\/p>\n\n\n\n<div class=\"su-youtube su-u-responsive-media-yes\"><iframe width=\"600\" height=\"400\" src=\"https:\/\/www.youtube.com\/embed\/5NFrR9owCr4?autohide=2&amp;autoplay=1&amp;mute=1&amp;controls=0&amp;fs=0&amp;loop=1&amp;modestbranding=0&amp;playlist=5NFrR9owCr4&amp;rel=1&amp;showinfo=1&amp;theme=dark&amp;wmode=&amp;playsinline=0\" frameborder=\"0\" allowfullscreen allow=\"autoplay; encrypted-media; picture-in-picture\" title=\"\"><\/iframe><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Birkenstock, one of the best known German brands in the world<\/strong><\/h3>\n\n\n\n<p class=\"has-medium-font-size\">The famous Birkenstock brand was founded more than two and a half centuries ago in <strong>Germany<\/strong>. A history of entrepreneurship and innovation among the most historic and globally recognised in the footwear industry.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">The first products sold were <strong>flexible insoles<\/strong>, made in two workshops in Frankfurt by master shoemaker Konrad Birkenstock in 1896.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Over the years, the company specialised in the design and manufacture of custom-made shoes with innovative insoles. The special <strong>&#8216;blaues<\/strong> <strong>fussbett&#8217;<\/strong> insole becomes one of the most popular and marketed products.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Furthermore, 1947 saw the publication of <strong>&#8216;Orthopaedics of the Foot &#8211; Carl Birkenstock System&#8217;<\/strong>, in which <strong>&#8216;natural<\/strong> <strong>walking&#8217;<\/strong> was theorised, followed by the creation of health shoes. Success was unstoppable and the publication became a <strong>landmark<\/strong> in orthopaedics at the time.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/1200-x-628-what-1-1024x536.png\" alt=\"concept of birkenstock shoes\" class=\"wp-image-17125 lazyload\" title=\"\" data-sizes=\"auto\" data-srcset=\"https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/1200-x-628-what-1-1024x536.png 1024w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/1200-x-628-what-1-300x157.png 300w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/1200-x-628-what-1-768x402.png 768w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/1200-x-628-what-1-1100x576.png 1100w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/1200-x-628-what-1-600x314.png 600w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/1200-x-628-what-1-20x10.png 20w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/1200-x-628-what-1.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.birkenstock.com\/it\/la-storia\/about-us-history.html\" target=\"_blank\" rel=\"noreferrer noopener\">Credits: Birkenstock<\/a><\/figcaption><\/figure><\/div>\n\n\n<p class=\"has-medium-font-size\">In 1963, <strong>&#8216;Madrid&#8217;<\/strong>, the first sandal with a <strong>flexiblefootbed<\/strong>, was launched on the market. It was a great market success and was regarded as the forerunner of the &#8216;comfortable shoe&#8217;.<br><br>In the following years, Birkenstock sandals became the synonym for the <strong>comfortablewalking<\/strong> shoe and achieved worldwide success.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>&#8216;Ugly for a reason&#8217;, comfort as a symbol in mass culture<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"536\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/Birk-1024x536.png\" alt=\"production of birkenstock shoes similar to those used in the barbie film\" class=\"wp-image-17126 lazyload\" title=\"\" data-sizes=\"auto\" data-srcset=\"https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/Birk-1024x536.png 1024w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/Birk-300x157.png 300w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/Birk-768x402.png 768w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/Birk-1100x576.png 1100w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/Birk-600x314.png 600w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/Birk-20x10.png 20w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/Birk.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Credits<a href=\"https:\/\/www.birkenstock.com\/it-en\/company\/about-us-company\/\" target=\"_blank\" rel=\"noreferrer noopener\">: Birkenstock<\/a><\/figcaption><\/figure><\/div><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\">Birkenstock sandals are <strong>comfortable<\/strong>! In popular culture, however, an inescapable belief has gradually taken hold: aesthetics and comfort never coexist. This is not true; or rather, it is not always the case.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"has-medium-font-size\">Aware of the difficulty of changing the consumer&#8217;s mind, Birkenstock has therefore decided to stake everything on risky and at the same time very effective <strong>communication<\/strong>.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>&#8216;Ugly for a reason&#8217;<\/strong> is a successful claim resulting from a collaboration between Birkenstock and the <strong>New<\/strong> <strong>York<\/strong> <strong>Times<\/strong> which, through a series of documentaries, tells why <strong>&#8216;healthy<\/strong> <strong>shoes&#8217;<\/strong> should look the way they do and how this means &#8216;anatomicality&#8217;, benefits and health for people.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">This is why in the <strong>film<\/strong> <strong>Barbie<\/strong>, Birkenstock becomes a symbol of a <strong><em>modus<\/em><\/strong><em> <strong>vivendi<\/strong><\/em>, associated with a non-conformist and &#8216;mature&#8217; imagery, as opposed to a carefree, fairy-tale and naive lifestyle in which health is put on the back burner.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Birkenstock boosts sales thanks to Barbie traction<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\">The amazing combination of the Barbie films and the Birkenstock brand showed that unexpected collaborations can lead to <strong>exceptional<\/strong> results.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">&nbsp;Combining the worlds of <strong>fashion<\/strong> and <strong>animated<\/strong> <strong>films<\/strong>, this marriage captured the imagination of consumers, causing sales of Birkenstock sandals to <strong>grow<\/strong> <strong>exponentially<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" data-src=\"https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-1024x683.jpeg\" alt=\"barbie doll\" class=\"wp-image-17127 lazyload\" title=\"\" data-sizes=\"auto\" data-srcset=\"https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-1024x683.jpeg 1024w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-300x200.jpeg 300w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-768x512.jpeg 768w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-1536x1024.jpeg 1536w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-2048x1366.jpeg 2048w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-1600x1067.jpeg 1600w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-1100x733.jpeg 1100w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-600x400.jpeg 600w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-20x13.jpeg 20w, https:\/\/shoestechnologies.exum.eu\/wp-content\/uploads\/2023\/08\/AdobeStock_561254624_Editorial_Use_Only-scaled.jpeg 1620w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div><\/div>\n<\/div>\n\n\n\n<p class=\"has-medium-font-size\">The <strong>&#8216;Arizona&#8217;<\/strong> model in particular achieved a <strong>110% increase <\/strong>in sales just a few days after the film&#8217;s release. Furthermore, searches for Birkenstock sandals have grown enormously in recent days on <strong>search<\/strong> <strong>engines<\/strong>.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Driven by its recent <strong>commercial<\/strong> and media success, Birkenstock is considering <strong>listing<\/strong> the stock on the <strong>stock exchange<\/strong>, according to several credible sources.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While the Barbie film has already become a cult, Birkenstock sandals worn by Margot Robbie have achieved great popularity and revenues and Birkenstock is planning a stock market listing.<\/p>\n","protected":false},"author":1,"featured_media":17132,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3],"tags":[117],"class_list":["post-17119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-essentials","tag-fashion"],"_links":{"self":[{"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=\/wp\/v2\/posts\/17119","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=17119"}],"version-history":[{"count":3,"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=\/wp\/v2\/posts\/17119\/revisions"}],"predecessor-version":[{"id":20187,"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=\/wp\/v2\/posts\/17119\/revisions\/20187"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=\/wp\/v2\/media\/17132"}],"wp:attachment":[{"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=17119"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=17119"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/shoestechnologies.exum.eu\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=17119"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}