All information presented here is the students opinions based on answering a particular brief.

Team Members:

Leah Cottam
Amy Tulley
Freya Coombs
Hannah Reid
Tia Thornton
Sadie Ludlam

Keywords

• Product Expansion
• Digital Strategy
• Gen Z Engagement

Summary

Birkenstock, known for its orthopaedic, high-quality footwear, has a strong brand identity rooted in comfort, durability, and sustainability. With Gen Z as the fastest-growing consumer segment, the brand can expand into functional swimwear, addressing a market gap. By leveraging its expertise in ergonomic design and eco-friendly materials, Birkenstock can offer stylish yet supportive swimwear. Targeted digital marketing, including social media, influencer collaborations, and interactive content will strengthen Gen Z engagement. This strategic move diversifies Birkenstock’s offerings while maintaining its heritage, ensuring continued relevance and growth in an evolving market.