How Will Birkenstocks Fare After Its Billion-Dollar Bet To Go Public?
By Thomaï Serdari
As a youngster in the 1980s, I eagerly awaited the summer season, when our unglamorous resort town in eastern Greece would be inundated by hordes of tourists clad in Birkenstocks.
The Germans would always pair them with a pair of white socks, while the French would go sockless.
In a country where you don’t even take the trash out unless you’re properly dressed, we loved making fun of Birkenstock wearers for their lack of “good taste.”
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Thomaï Serdari is a Clinical Associate Professor of Marketing and Director of the Fashion & Luxury MBA at NYU Stern School of Business.