书名：Birkenstock: The Evolution of a Universal Purpose and Zeitgeist Brand / 勃肯鞋：普遍性与时代精神品牌的演变
定价：458.0
ISBN：9783791393322
作者：Andrea H. Schneider-Braunberger
版次：1
出版时间：2024-04

内容提要：

书 名：Birkenstock: The Evolution of a Universal Purpose and Zeitgeist Brand / 勃肯鞋：普遍性与时代精神品牌的演变

作 者：Andrea H. Schneider-Braunberger

出 版：Prestel ，2024

装 帧：精装，464页

语 种：英语

尺 寸：15*22.7 cm

 

 

一个鞋业世家的非凡历程，其历史可追溯至1774年。

 

BIRKENSTOCK是一个全球品牌，即一个具有普世相关性的品牌，它满足了一项基本的人类需求：符合自然之意的行走（naturgewolltes Gehen）。这也意味着BIRKENSTOCK是一个我们所谓的“使命品牌”，一个超越企业范畴、对社会做出贡献的品牌。两个半世纪以来，这个家族一直致力于足部健康，从而书写了品牌历史。近几十年来，公众对Original Birkenstock足弓支撑凉鞋的认知发生了巨大变化。这些凉鞋曾是健康狂人的心头好，一种亚文化风格单品，一种反主流心态的象征，而最近，它们更是成为了“品类杀手”——独占整个产品类别。如今，来自世界各地的广大受众都被这个品牌的价值观所吸引——它联结了不同世代的穿着者和各行各业的人们。

 

尽管直到20世纪70年代，该品牌才开始引起国际关注，但BIRKENSTOCK在德国的制鞋传统历史要悠久得多，可追溯至1774年。这家非凡公司的历史首次在一本企业史书中得到了全面记录。从鞋业世家的创立开始，讲述其直至现代的故事，这是一段关于开创性创新和一个家族对足部健康奉献的传奇。这本书记录了关键家族成员的工作，如康拉德和卡尔·伯肯斯托克，他们的努力永久地改变了社会对鞋履的理解。它还讲述了标志性马德里模型的背后故事，该模型由卡尔·伯肯斯托克于1963年推出，是公司迈向全球品牌的第一步——这款鞋在健康与时尚之间找到了平衡，让穿着者能够如自然所愿地行走。

 

这本书由15位国际领先的历史学家撰写，基于长达七年的研究和写作过程，记录了BIRKENSTOCK的家族史、品牌史和企业史。它还从多种视角审视了足部健康与创业激情这一不同寻常的组合。科学研究纠正了此前被陈词滥调所刻画的品牌形象，并为主要基于口头传述的品牌历史奠定了坚实基础，同时将其置于更广泛的历史和工业背景中。

 

The remarkable history of a shoemaking dynasty, which dates back to 1774.

BIRKENSTOCK is a global brand—i.e., a brand with universal relevance—serving an essential human need: walking as intended by nature (naturgewolltes Gehen). This also means that BIRKENSTOCK is what we might call a “purpose brand,” a brand that makes a contribution to society beyond the corporate sphere. For two and a half centuries, the family has dedicated itself to foot health and has thus made brand history. In recent decades, the public perception of the Original Birkenstock Footbed Sandals has changed dramatically. These sandals have been a coveted item for health fanatics, a subcultural style item, a symbol of an anti-mainstream mentality, and, most recently, a “category killer”—owning an entire product category. Today a universal global audience gravitates around the values of this brand—uniting generations of wearers and people from all walks of life.

 

Although it was not until the 1970s that the brand began to attract international attention, the German history of BIRKENSTOCK’s shoemaking tradition is much older, dating back to 1774. For the first time, this remarkable company history has been comprehensively documented in a corporate history book. Beginning with the establishment of a shoemaking dynasty and telling the story through to modern times, it’s a tale of groundbreaking innovations and one family’s dedication to foot health. The title documents the work of key family members, such as Konrad and Carl Birkenstock, whose efforts permanently changed society’s understanding of footwear. It also explains the story behind the iconic Madrid model, brought to market by Karl Birkenstock in 1963, which was the company’s first step toward becoming a global brand—the shoe strikes a balance between health and fashion, allowing its wearers to walk as nature intended.

 

Crafted by 15 leading international historians and based on a research and writing process that was over seven years in the making, this book chronicles the family, brand, and corporate history of BIRKENSTOCK. It also examines the unusual combination of foot health and entrepreneurial passion from a wide variety of perspectives. The scientific research corrects a brand image that was previously characterized by clichés and gives the brand history, which was predominantly based on oral accounts, a solid foundation, while placing it in a broader historical and industrial context.