Emily C April 13, 2019

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

shoes that I have never noticed before.

Birkenstocks were originally founded in 1774 by Johann Adam Birkenstock. He lived in

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,

Belgium, Czechoslovakia, Holland, Luxembourg, Denmark, Sweden and Norway. Eventually in

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

and Birkenstock USA was created.

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

and is being distributed to millions of people in the United States.

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

beautiful” many times which I think definitely justifies them as “quirky.”

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

creators were exactly going for when making this product.

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

true; everyone should just do their own thing.

 I also asked the question, “What was your first impression of the shoe?” I talked to Cylie

who likes Birkenstocks and she said, “At first, I didn’t like them. Then I tried them on and found

the right style of them.”

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

feel uncomfortable and they go with just about everything.”

Then I asked, “Does comfort outweigh fashion?” To which all three people said yes,

comfort does outweigh fashion.

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

she would think that way.

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

the creators themselves even thought they were ugly at first.

 I also asked, “Would you ever be willing to wear these shoes?” I talked to Emma again

about Birkenstocks and she said, “If I was in a very casual setting then maybe I would wear them

if I needed to wear shoes.”

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

probably won’t go out of style.

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

least the most affordable of the three different shoes.

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

behind the style of each of them.

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

are extremely popular and have been around forever.

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

definitely making a profit.

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

actions of these companies.

 Each of these companies are making very good money and pleasing a lot of people with

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

they all market their product very well.

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.
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