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From Timberland To Birkenstock, Cult Shoes Explained | Suddenly Obsessed Marathon
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On your feet and on the street, these are the kicks people cannot live without. What makes Timberland, Birkenstock and Crocs so popular? Suddenly Obsessed Marathon takes you inside the rise of these billion dollar shoe brands.
Chapters:
00:00 – Intro
00:42 – How Hip-Hop Made Timberland a Billion Dollar Brand (Published June 2020)
11:25 – How Birkenstock Became A Cult Classic (Published July 2020)
21:28 – How Crocs Became An Unlikely Billion-Dollar Brand (Published May 2020)
In the U.S., the Timberland boot is widely recognized as a fashion staple. But that wasn’t always the case. In the early ‘90s, hip-hop stars on the East Coast adopted the boot and sales began to climb. At the time, hip-hop wasn’t mainstream and the strength of black spending was often overlooked by marketers. Its executives would learn to both respect and embrace their evolving consumer base, which would change the trajectory of the brand forever. Throughout the ‘90s, the Timberland brand went through a massive expansion, seeing revenue climb over $1 billion in 2000.
Birkenstock sandals have withstood decades of passing fashion fads. Since the 1960s, they have adorned the feet of hippies, models, moms, dads and even Gen Z. Birkenstock's success relates to its selectivity in the market. In 2016, it chose to remove its products from Amazon and turned down collaborations with streetwear giant Supreme. Whether it's a counterculture statement or a modern day fashion staple, Birkenstocks never go out of style.
A lot of people think Crocs are really ugly. People who love to hate Crocs had cause to celebrate in 2008, when investors were writing the company off as a passing fad. Crocs lost over $185 million that year and cut 2,000 jobs. The stock plunged to just over $1 a share from a high of about $69 a year earlier. But over the next decade, Crocs would go on to sell 700 million pairs of shoes worldwide. It’s become a top brand among Gen Z and limited edition Crocs are selling for up to $1,000 on the resale market. Even celebrities like Justin Bieber, Ariana Grande and Post Malone are wearing the shoes.
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From Timberland To Birkenstock, Cult Shoes Explained | Suddenly Obsessed Marathon
Chapters:
00:00 – Intro
00:42 – How Hip-Hop Made Timberland a Billion Dollar Brand (Published June 2020)
11:25 – How Birkenstock Became A Cult Classic (Published July 2020)
21:28 – How Crocs Became An Unlikely Billion-Dollar Brand (Published May 2020)
In the U.S., the Timberland boot is widely recognized as a fashion staple. But that wasn’t always the case. In the early ‘90s, hip-hop stars on the East Coast adopted the boot and sales began to climb. At the time, hip-hop wasn’t mainstream and the strength of black spending was often overlooked by marketers. Its executives would learn to both respect and embrace their evolving consumer base, which would change the trajectory of the brand forever. Throughout the ‘90s, the Timberland brand went through a massive expansion, seeing revenue climb over $1 billion in 2000.
Birkenstock sandals have withstood decades of passing fashion fads. Since the 1960s, they have adorned the feet of hippies, models, moms, dads and even Gen Z. Birkenstock's success relates to its selectivity in the market. In 2016, it chose to remove its products from Amazon and turned down collaborations with streetwear giant Supreme. Whether it's a counterculture statement or a modern day fashion staple, Birkenstocks never go out of style.
A lot of people think Crocs are really ugly. People who love to hate Crocs had cause to celebrate in 2008, when investors were writing the company off as a passing fad. Crocs lost over $185 million that year and cut 2,000 jobs. The stock plunged to just over $1 a share from a high of about $69 a year earlier. But over the next decade, Crocs would go on to sell 700 million pairs of shoes worldwide. It’s become a top brand among Gen Z and limited edition Crocs are selling for up to $1,000 on the resale market. Even celebrities like Justin Bieber, Ariana Grande and Post Malone are wearing the shoes.
About CNBC Make It.: CNBC Make It. is a new section of CNBC dedicated to making you smarter about managing your business, career, and money.
Connect with CNBC Make It. Online
#CNBC
#CNBCMakeIt
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