Like Crocs, Birkenstock has managed to transcend its utilitarian roots, with its sandals becoming a bit of a fashion item in recent years, all without alienating its original customer base. While still a popular footwear choice among healthcare professionals, soccer moms and the grandma next door, Birkenstocks can now also be seen on the feet of fashion models and Hollywood stars, all while fashion blogs are full of articles on how to style the sandals with any outfit imaginable.
If it seems hard to nail down the typical Birkenstock buyer, that’s because it is. According to results of a customer survey shared in its IPO filing, the company’s customer base is very diverse, including people from all walks of life. As our chart shows, Birkenstock’s customers are distributed relatively equally across different age and income groups, with very young and very affluent consumers least likely to slip into the brand’s foot-hugging sandals. Interestingly, more than 70 percent of Birkenstock buyers are female, despite many of the brand’s most iconic sandals being distinctly unisex.
