Birkenstock

Pan-European consumer segmentation & shoes market study

Insight

1. Understanding the Birkenstock target groups in their entirety and definition which target groups have the most
potential to drive Birkenstock goals.

2. Identification of how Birkenstock can strengthen their perception in the closed-shoe segment to be recognized
by the consumers as a full-season footwear brand.

Methodology

Stage 0: Internal expert interviews with fashion experts and evaluation & decoding of respected studies, essays and interviews.

Stage 1: We conducted a qualitative research process based on in-depth discussions in group settings of 4 to 6
respondents in Berlin, Paris and London. In total n=66

All participants were hand-picked and recruited via our team.
We conducted the focus-groups in inspiring and stimulating locations as an art gallery (Berlin), a loft (London) and design studio (Paris).

Stage 2: In a second step we corroborated our qualitiative analysis in a quantitative study. In total n=3000.

Output

A document with detailed consumer personas with profound data and insights and derivation of action recommendations for communication /adressing the different types of consumers in a long-lasting and meaningful way.

Valuable insights derived from the focus groups with action recommendations for strengthening their awareness in the
closed shoe segment.