Big shoes to fill

Is the growing power of the Chinese fashion industry helping with branding?

Yes, consumers in China are now much more connected with the rest of the world. They are sensitive to new brands, and are willing to adapt new trends thanks to their high spending power. Some media reports suggest that China is already the biggest global market for fashion. These are advantages when it comes to Birkenstock building its brand and growing sales.

How do your development plans in China differ from those overseas?

The situation varies, even among Asia countries. In established markets like Japan, the challenge is to rejuvenate the brand through younger customers, while in China it's more a matter of enhancing brand awareness. We tailor our plans according to each market rather than applying one plan to all. In five years' time we hope to establish a solid base for Birkenstock to grow in China, thanks to a good distribution network and high brand awareness.