Professional Documents
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Block 7 English 10 R
Quirky Shoes
Quirky shoes are something I am very passionate about. They are all very comfortable,
fitting and fashionable. They have been around for a while and have evolved in many different
ways. They have changed in styles, colors and shape. Quirky shoes have even become year-
round shoes. Most of these shoes if worn with socks or on their own can be worn during winter
in colder or snowy settings. These shoes are all made with very different materials to produce
their unique needs which companies aspire to have. Quirky shoes are made to fit anyone and
everyone’s needs. There are even quirkier shoes out there in the world too.
I plan on researching and going more into depth on these quirky shoes. I have picked
three different shoes that can all be justified as “quirky.” Over the course of this project I plan on
researching Birkenstocks, Chacos and Crocs. All of these shoes are very controversial between
people, you either love them or hate them. Each of these shoes are very different yet similar in
many ways. They all look different and have different styles but they all have a common end
goal of supporting the needs of their customers and making a shoe that can benefit your foot.
These quirky shoes are something I am extremely passionate about and by the end of this
project I hope I can learn more about these shoes and even see different perspectives on these
a small German village as a registered “subject and shoemaker” in the church archives. Then in
1897 Johann’s grandson, Konrad Birkenstock, developed a concept that changed the shape of
footwear forever. He created shoes more curved instead of flat to increase comfort. Konrad
designed the very first shoe with a curved insole. In 1902 Konrad developed the first flexible
arch to be in shoes to be widely distributed across Germany. In 1925 Carl Birkenstock joins the
company. Now these arch supports are being distributed to Austria, Switzerland, France, Italy,
1932 medical specialists started supporting these new insoles. Then in 1964 Carl’s son, Karl,
takes his grandfather, Konrad’s, ideas further. With that the Birkenstock sandal is created.
In 1966 while on vacation in Germany Margot Fraser who was facing chronic foot pain
went to a day spa where someone suggested to her Birkenstocks. Margot’s foot pain was gone
after finding Birkenstocks. After returning home to California she was convinced of its benefits
In 1973 the Arizona style of Birkenstocks is introduced with its popularity becoming
huge in the 70’s. By 1985 Birkenstock becomes a household word. In 1996 Birkenstock USA is
celebrating its 30th year anniversary. Now Birkenstock is offering about 300 styles and colors
In 1997 Birkenstock and Margot Fraser earn several awards. By 2003 Birkenstocks style
Arizona is becoming a huge trending style. Finally, by 2015 boots have become the latest style of
shoe in the Birkenstock company. Birkenstocks are now a huge brand known by people all over
the world. They are known as the “ugly pretty” shoes which justify them to be “quirky.”
Chacos were created by a man named Mark Paigen who at the time was living in Western
Colorado. Mark loved the outdoors and footwear. He was a whitewater/fly fishing guide. He
couldn’t stand spending the day in wet shoes. Mark loved the “sport sandal” concept but not the
previous executions of them. Neither Tevas or Alps supported your feet properly or used quality
materials. Mark had a background in custom shoe making and was determined to improve
amphibious footwear.
He had five main points to focus on: synthetic materials, anatomical strap placement, a
continuous pull-through strap, top shelf components and no Velcro. The original had a pull-
through strap, a plastic buckle and left interesting tan lines. Mark’s clients would always ask
about his shoes and even wanted a pair. He would actually measure their feet on raft floorboards
and make them a custom pair for 30 dollars. Mark made these shoes in his house and brought
some pairs to a local shop to show the owner what he made. He bought some of the pairs and
gave great feedback. Other shops also bought the product too.
In 1991 they switched from fabricating each footbed by hand to having them molded out
of polyurethane. It was quicker, comfier and looked nicer. Sales then picked up. Eventually they
made different designs and got in touch with a German Pediatrist to help with maximum
efficiency. Chacos are known for their high contoured footbed with an arch support which is why
customers love them. The business was growing on quality and value. These shoes however are
extremely controversial I have heard them be called “the ugliest things ever” and “absolutely
Crocs made their first appearance in November 2002 at the Ft. Lauderdale International
Boat Show. The shoe was created in Boulder, Colorado originally as a “boat shoe.” Crocs were
founded by three friends who were in the need of money, Lyndon “Duke” Hanson, Scott
Seamans and George Boedecker. All three of them were on a boating trip together and at the
time Scott had been working with a company making a clog with cutouts. Scott was an avid
boater and when he tried on the original shoe, he loved that it worked for land and water, was
comfortable, slip-resistant and could float which was great because most boat shoes sink. Then
he developed a strap so the shoe would not fall off. On the trip Scott asked George and Lyndon
to try out the shoe but they both told Scott the shoe was ugly.
After wearing the shoes on the trip George and Lyndon were sold on them. None of them
were in the shoe industry. They opened up a warehouse in Miami and lived on a boat while
Crocs were being created to keep expenses down. At the boat show in Ft. Lauderdale was the
first time they sold the shoes. They sold about every pair of Crocs in the booth. They sold the
shoes not only to boaters but people always on their feet too, like restaurant and hospital
workers.
After Crocs took off, they started making them for kids too. Children love the colors and
feel empowered because they can put them on and take them off themselves. Also “Crocs” is an
easy word that kids can say. I think Crocs justify as “quirky” because you heard it from the
creators themselves, they are ugly, but people cannot seem to get enough of them.
Some may contradict, “Who the heck even likes these shoes?” Well here they are, I
interviewed three different people who like one of the shoes and asked them six questions about
why they liked them. For my first question I asked, “Why do you like this shoe?” I talked to
Sarah who likes Crocs and she said, “It’s comfy and easy to slip on and off,” which is what the
The next question I asked was, “What do you have to say to people who dislike these
shoes?” Emily who likes Chacos said, “Everyone is entitled to an opinion but if you don’t like
them don’t wear them. If you do like them, wear them. Nothing needs to be said.” I find this very
who likes Birkenstocks and she said, “At first, I didn’t like them. Then I tried them on and found
Next, I asked, “How does this shoe prove its worth to you?” Cylie also said, “I think they
prove their by knowing how long I’ve had them and how long they truly last. The shoe doesn’t
Then I asked, “Does comfort outweigh fashion?” To which all three people said yes,
Lastly, I asked, “Are these shoes worth it for the price?” Emily said, “Yes, because they
do everything they’re supposed to. I have had my Chacos for about a year and they are still
functioning just as good as when they were new.” I think based on all these questions you can
truly see the worth in all these shoes and why people like them.
Now that I have convinced you how great these shoes are, I am going to share what I
heard from people who dislike these shoes. I asked two people each six questions about all three
shoes. The first question I asked was, “What exactly makes these shoes ugly to you?” Emily who
dislikes Chacos said, “The straps make them look like shoes for children.” Which I can see why
Next, I asked, “What do you think about people who wear them?” Emma who dislikes
Crocs said, “I think most of them wear them for the trend and others wear them strictly for
comfort.” I could see why Emma would say this because they are made to be comfortable and
about Birkenstocks and she said, “If I was in a very casual setting then maybe I would wear them
I again asked the question, “Does comfort outweigh fashion?” To which both people said
no comfort does not outweigh fashion for all three shoes which is a change from the people who
liked them.
I also asked, “These shoes cost a little more money, are they worth it?” Then again both
Emma and Emily said they were not worth it for all three shoes.
Lastly, I asked, “Do you think these companies are smart in making these shoes that a lot
of people love?” Emma for Crocs said, “I think any company that can sell extremely overpriced
shoes to lots of people is a genius.” Well I guess for every person who likes these shoes there is
always a person who dislikes these shoes. I am glad I heard it the other way for a change.
Each of these unique and lovely products has something different and special it has to
offer. These products all offer a beneficial solution to foot pain and even if you do not have foot
pain, they are still very good for your feet. For Birkenstocks they are beneficial because they
mold to your foot so your foot imprint is directly in the shoes. The shoe goes with you and not
you go with the shoe. An article I read states, “The main reason why Birkenstocks are known to
be the cure for foot pain is that they have an orthopedic insole that molds specifically to your
feet. The footbed is made from cork and rubber which have features of both stability and
rebound,” (Lee). They are also a very trusted company that has been around for a while. They are
also extremely wearable for any situation. They come in many different styles and colors and can
fit almost anything you’re doing. You can wear them to walk around in or to the beach. The
same article says, “Birkenstocks come in many different styles and colors. They are very
versatile and suit almost any activity or outfit,” (Lee). They are the shoes that haven’t and
Crocs benefit us because they appeal to anyone young and old and they can work the
same and just as well for everyone. Another article I read about Crocs said, “Treasured for their
comfort, rubberiness and floatability, they’re equally popular with toddlers,” (Cave). They are
comfortable and they can float so you will never lose them in the water. They are also easy to be
cleaned because of the material that they are made of. Unlike sneakers which have a mesh or
cloth material make up, on Crocs the dirt can rub right off. They are also pretty affordable at
Lastly with Chacos if you look past their “ugliness” they are a very beneficial shoe. They
are like the open toed sneaker basically. You can wear them when hiking and they’re water
proof. They are a better and, temperature wise, cooler alternative to rain boots. An article I read
about Chacos mentioned, “Once you look past the style and appearance of Chacos, this footwear
is actually really practical and could become quite trendy. According to sophomore Rebecca
Sacks, Chacos are, ‘comfy, waterproof, good for hiking, and a cooler alternative to rain boots.’,”
(Crissman). They have a huge variety of styles and colors as well to fit anyone’s necessities. You
can even get your straps changed out. They are the shoes made for any unpredictable weather
situation. These shoes not only look super cute but there is actually so many beneficial qualities
Each of these companies makes shoes that are not necessarily an average cost. A lot of
people may say that they are expensive. You could also question are you getting what you pay
for and if these shoes are worth it. Birkenstocks are a more expensive shoe, their main or most
popular shoe is made of cork and molds to your foot. These shoes range from $75.00 to about
$130.00 depending on the style you get. However recently this company has started making
plastic versions of these shoes which are a lot cheaper they range from about $30.00 to $50.00.
The company Birkenstock in the year 2015 made about 677 to 790 million dollars. These shoes
Another shoe I researched was Chacos. Chacos total out to be around anywhere between
$95.00 to $130.00 depending on the style you get. Chacos have not been around for nearly as
long as Birkenstocks have but their popularity seems to be catching up. Chacos are making about
20 million dollars annually. They are not making nearly as much as Birkenstock but they are
Lastly that leaves us with Crocs, these shoes cost around $40.00 a pair. They are
definitely the more reasonably priced of each of the shoe brands. They still are a bit much
compared to other types of shoes out there but if you were to match them up with the others, they
are definitely better priced. Crocs as of April 2019 have a net worth of 1.9 billion dollars.
They are obviously easily making a lot more money than the other two companies. I
think the reasoning is because these shoes appeal to all ages as the other companies really more
appeal to teenagers and older. These companies each individually are great at what they do in
selling shoes that so many people love and truly believe you do get what you pay for. When it
comes down to it you really just have to look at what these shoes are made of the decisions and
their stylish and comfortable footwear. They are all very persuasive in how they sell or market
these shoes. Birkenstocks you can easily find online and in some stores like Lorde and Taylor
and Famous Footwear. They are also seen worn by the Olsen twins and Alexa Chung three very
influential people. Also, they have come out with some closed toed shoes to fit year-round in
hopes more people will want to buy them. Birkenstocks as of recently have been putting
themselves out there a lot more such as going to Fashion Week. According to the article
Birkenstock Moves Beyond Its Famous (and Famously Fugly) Sandals it states, “The retailer
does not have an agency of record-most of its marketing is developed internally, according to
Piu-and it’s leading heavily into festivals, designer collaborations and fairs to bolster its brand,”
(Pasquarelli). This statement is basically saying how Birkenstock has mostly been putting
themselves out there on their own and not threw any agencies.
With Chacos you can also easily find them on their website and in stores like Dick’s
Sporting Goods and Nordstrom Rack. Recently in late 2017 Chaco released its first brand
campaign called, “Life is Fantastic on Foot.” The article Chaco Footwear Launches First Brand
Campaign discusses this campaign. They said, “The campaign, intended to grow brand
awareness, consideration and affinity with its core target of outdoor adventurers, launched across
digital, social and print ‘with a series of joyful reminders of the many places only our feet can
take us.’,” (SGB Media). This campaign was designed to spread the Chaco name and its purpose,
to adventure to only the places your feet can take you. When creating their campaign Chaco
partnered with McGarrah Jesse which is known for, “its innovative approach to building
integrated brand experiences and the unusual levels of brand fandom and loyalty its clients
enjoy,” (SGB Media). So as of now Chaco has been really putting themselves out their and
spreading the word about the shoe that will help you go to places only your feet will take you.
Lastly with Crocs you can also find these easily online on their website however they
have their own retail store which you can find all across the United States. Crocs also appeal to
all ages as the other two shoes require an acquired taste, Crocs are just the shoes all ages cannot
get enough of. The article Marketing Strategy of Crocs – Crocs Marketing Strategy talks about
the audience Crocs targets. It states, “Crocs use differentiated target strategy to target customers
who look for casual styled footwear, those who look for mix and personal look styles,” (Bhasin).
This quote tells us how Crocs target people who look for casual shoes which a lot of people do.
Crocs definitely have a lot going for them in the marketing part of their brand as they appeal to a
wide range of people. Each of these companies has pretty unique ways of marketing to go along
with their unique shoes. Marketing is a huge part in selling a product and I think its safe to say
In conclusion, learning about these shoes was very rewarding. I got to research something
that I love and saw it from a whole new perspective at times. I realized not everyone has the
same opinion as well, and everyone’s opinion matters and should be respected, which is a very
important life lesson. These shoes have been so popular and proven to work for a long time now,
since Birkenstocks were created in 1774 and to recently when Crocs were presented in 2002. So,
quirky shoes have been around for a while now. When it comes down to it quirky shoes are not
to everyone’s liking but have proven to benefit a lot of people in some way.
Sources
Bhasin, Hitesh, et al. “Marketing Strategy of Crocs - Crocs Footwear Marketing Strategy.”
Marketing91, 9 Mar. 2018, www.marketing91.com/marketing-strategy-crocs/.
Cave, James. “Here's What Podiatrists Think About Your Crocs.” HuffPost, HuffPost, 1 June
2016, www.huffpost.com/entry/are-crocs-bad-for-you_n_574de531e4b02912b241081f.
Dowling, Siobhán. “Cult Clogs: Birkenstocks Step into the Big Time.” Handelsblatt, © 2019
Handelsblatt GmbH - Ein Unternehmen Der Handelsblatt Media Group GmbH & Co. KG
Verlags-Services Für Werbung: Iqdigital.de (Mediadaten) | Verlags-Services Für Content:
Digitale Unternehmens-Lösungen Realisierung Und Hosting Der
Finanzmarktinformationen: Vwd Vereinigte Wirtschaftsdienste GmbH Verzögerung Der
Kursdaten: Deutsche Börse 15 Min., Nasdaq Und NYSE 20 Min. Keine Gewähr Für Die
Richtigkeit Der Angaben. Bitte Beachten Sie Auch: Nutzungsbasierte Onlinewerbung, 30
Nov. 2018, www.handelsblatt.com/today/companies/cult-clogs-birkenstocks-step-into-the-
big-time/23542684.html?ticket=ST-127684-qEbKeLNmriyLFpuqTdJE-ap3.
Garrard, Cathy. “Meet the Creator of Crocs.” Parents, Parents, 23 Feb. 2009,
www.parents.com/kids/style/fashion/crocs/.
LaBarge, Matt. “The History of Birkenstock.” Happy Feet Plus Footwear For a Healthier You,
Happy Feet Plus - Footwear For a Healthier You, 13 Nov. 2017,
www.happyfeet.com/blog/history-of-birkenstock/.
Lee, Danielle. “Good For Your Feet: 5 Benefits of Wearing Birkenstocks.” Hit News Center, 18
Feb. 2019, www.hitnewscenter.com/business/care-for-your-feet-5-benefits-of-wearing-
birkenstocks/.
Pasquarelli, Adrianne. “Birkenstock Moves Beyond Its Famous (& Famously Fugly) Sandals.”
AdAge, 7 Nov. 2017, adage.com/article/cmo-strategy/put-a-cork/311187
Tread Labs. “The History of Chaco Sandals (Part 1).” Tread Labs, treadlabs.com/blogs/insoles-
reach-your-stride/history-of-chaco-sandals.