Not only was the comfort-focused footwear brand the top-searched shoe label on Google from June through July 20, interest in the brand has climbed 46 percent this back-to-school season, according to Think With Google.
The 230-year-old German shoe firm, known for its iconic cork footbed sandals, has always had a core following. However, more recently, the brand has become a favorite among a new, trend-driven crowd. (Footwear News crowned Birkenstock “Brand of the Year” in 2013 on the heels of its mega resurgence, during which it showed up on the feet of Hollywood stars such as Drew Barrymore, Kate Hudson and Leonardo DiCaprio.)
Not surprisingly, Nike’s Jordan brand also made an appearance among Google’s top searches during the same period, with the search term “Nike Jordan” ranking No. 2. The third most-searched shoe brand during the two-month span was Chacos; “Under Armour Curry” landed at No. 4, and “Adidas Yeezy Boost” rounded out the Top 5.
According to the National Retail Federation, total b-t-s spending for K-12 and college is expected to reach $75.8 billion this year, up significantly from last year’s $68 billion. The NRF also says discount stores will remain the most popular destination for both back-to-school and back-to-college shopping in 2016.