Birkenstock Brink Shoes CEO: Away From Fashion Is Not The Pride Of Being The Most Authentic Self.

In March, it was announced that it was ugly to start selling cosmetics.

Recently, there is a new trend. It runs to Paris men's wear week.

Birkenstock has always wanted to keep pace with the fashion industry.

Despite the popularity of the park's shoes in the fashion world in recent years, Birkenstock has been emphasizing that it is beyond fashion.

In 2015, Birkenstock's chief executive, Oliver Reichert, said in an interview with New York guest: "we have not figured out what the next trend will be.

To be honest, Po Ken shoes should not be so close to fashion.

We are more inclined to have a market that is fastidious and occasionally speaks ill of us, but not like now, many people rush to Po Ken shoes, which is unbearable for us.

Recently,

Birkenstock has also rejected the cooperation invitation of Marc Jacobs and Yohji Yamamoto by winning the eyeballs and earning fame under the brand name.

In addition, it also sniffed at the popular Internet red and content marketing.

We also insist on not acting as brand agents.

From the time it ran to men's wear week to find models to show the issue of the park's shoes, it's not a competitive game. It's not against beyond fashion's theory.

WWD interviewed Oliver Reichert.

In 2009, he appeared in Birkenstock as a consultant. He joined the company in 2013, and began to reform the brand.

This time, Oliver Reichert talked about what the core competitiveness of the park's shoes is, what the company has been emphasizing about the meaning of beyond fashion. Why should we turn around to make cosmetics, why not develop dealers, and why not touch the net red economy.

In the 1.2013 year, the core competitiveness of the brand was defined.

"2013 years of reform is a rebirth and liberation of creativity.

Focus on the brink shoes and define the core competitiveness of the brand -- the shoe bed.

This means recognizing the tradition of the company rather than being afraid.

It's a little silly to hold such a huge, sense of presence product. "

2. "we don't use to explain the product itself, but we should try to show the product in a more advanced way."

At present, Birkenstock has 40 proprietary stores and has entered 500 multi brand stores around the world.

"The future must be a combination of online and offline businesses.

The special thing about Birkenstock is that we don't really explain the product itself, but we should think about how to display products in a more frontiers.

3. what does "beyond fashion" mean?

"Yes, I always say beyond fashion, but not arrogance.

Fashion always exists, but if you can stay away from it, you will be free to be yourself. "

"We don't want to make Birkenstock brand a fashion brand.

But for the old customers of the park, old hippies, we do not want to make it like a museum.

Of course, we are also willing to serve 50 years old customers wearing boots.

Now in New York, there are young youngsters who want the boots that old granny likes.

"For the company, its value has not changed.

This is a process of improving brand awareness in all directions, so you also need new hands.

We are now opening new offices in New York, St Paul, Shanghai, Hongkong, London and Copenhagen.

We need expansion.

Or we need to react faster. "

4. is po Ken shoes a popular brand?

"It's neither right nor wrong.

The mission of the Birkenstock family is to let everyone touch the shoe bed.

It sounds like a strange religion, but in fact, we think the shoe bed is useful.

For me, boots are combined with quality and function.

5. the incumbent CEO does not seem to be able to explain why the price range of the park is huge.

The price range of the park is very wide. The lowest price is 33.75 dollars, and the highest price can be up to 225 dollars.

"These shoes have been around for a long time.

Luckily, consumers do not see the existence of some styles. "

"This price range has existed for almost 20 years.

In addition, you can see that consumers in Losangeles used silver buckles on the park's shoes and then sold 2 pairs of dollars on Amazon.

This price fluctuation was before us, not our original creation.

"We are a brand that always talks about quality and function.

If you are fashionable, the fashion in the past is always dominated by craziness, color and uncontrollable factors. Few people can look at the classics and judge the quality and function.

To some extent, fashion has no innovation and scientific research, it is a cycle of re creation.

But the focus of fashion is quality, and the form and content of matter should be unified.

Finally, I want to say that you don't have to consider the price, you should first consider the value. "

6. why do boots develop cosmetics?

"The logic behind this is very simple.

If we create some kind of demand outside, we should be able to meet this demand.

This is the lesson we learned in the past three years when our boots were in short supply. It was a mess at that time.

"Now, the product category that the company already exists grows very fast, also needs to increase (some product) the variety.

We are doing everything ourselves. We are not only a brand, but also a production company.

"For example, if we produce only one shoe, we will produce 50 million pairs a year, but now the output is 20 million to 25 million pairs per year."

"The production of cosmetics has just begun.

We have just prepared 30 products for the North American market and the European market.

In the face of the Asian market, we decided to continue to expand the scope of our products.

Because Asian consumers are different, they prefer gel instead of frost. They need sunscreen.

If you use natural concepts to do so, the product line will be very weak.

"We are thinking about these problems, but we also know that the market does not wait for others.

There is no market waiting for us to create demand.

But we should be prepared.

Take our exploding shoe Arizona for example.

Although Arizona has been in the market for 60 years, it will continue to test and improve.

This is a reason for us to make cosmetics. "

7. not before being a distributor, but still not doing it now.

"When we first wanted to diversify our products, we spent 8 weeks to see if anyone in the market could understand our brand, and we could make the right thing about the product's function and quality as we did.

The problem is that people outside are not as good as we think.

Then we said, "forget it, do it yourself."

"For example, all bags are made by family businesses in Poland, and some of them are Hermes.

This is a very small circle.

These companies are declining because young people are unwilling to inherit family businesses.

Now we have controlled 10 - 15 companies, and we want them to survive and live healthily, because if these factories do not work well, our products will be of no quality. "

"Those who know leather and craft are becoming less and less.

This is a loss of culture.

But few people protect these craftsmen.

As long as you care about the quality of products, you should care about the survival of these craftsmen.

We are doing this now, which is not only a business, but also a belief. "

8. went to Paris fashion week, mainly to show the park's shoes.

Went to Paris fashion week, but not on the official schedule of fashion week, mainly to show the park's shoes.

"It's the shoemaking team and the stylist that decides the wear of men's and women's models.

All female models wear the same fashion, male models wear the same fashion.

If they can't wear anything, wear only the park's shoes. "

"We made a mixed leisure area, giving you ten thousand reasons to wear boots.

We also showed a new shoe bed and a series of cosmetics.

The product manager can also explain it at the scene.

This is also a new move for the company.

Let these so-called fashionable people come to discuss the park's shoes.

For me, this is a risk I am willing to take.

We want to show who we are and see how the industry responds.

I don't have much expectation, that will worry about my gains and losses.

9. "we never invite net red to do propaganda."

"Once you start to get involved in social media.

There are a lot of strange so-called think tanks around you to provide you with ideas.

Consumers do not really believe in soft language.

We don't touch social media, and we don't want to get a slice of it. "

"What we are doing now is a bit like putting our message on the news website, but we do not pay some people to make them write about Bok on shoes.

If you see stars wearing them

He was photographed, that is, he bought a pair himself.

We never invite net red to do propaganda.

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