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Birkenstock Tops Back-to-School Shopping Lists

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

The kids want Birkenstock. Think with Google, an online source for insights, trends and research in digital marketing, reported that Birkenstock was the most searched shoe brand for back-to-school shoppers for the third consecutive year.

Behind Birkenstock was Nike Jordan, Chaco, Under Armour’s Curry and Adidas Yeezy Boost.

For online back-to-school shopping, Think with Google said the money is in mobile. More and more back-to-school consumers are making impulse purchases from their phones. Google’s data showed that shoppers began searching online for back-to-school earlier this year than any other, and three out of five of these back-to-school searches happened on a mobile device.

But there’s a silver lining for traditional retailers. The firm’s data indicated that online searches for back-to-school items will lead to more shoppers going to physical store locations. And Think with Google noted that retailers can look forward to a “second wave” of back-to-school shopping after the winter school break in January. Google reported that the time period has grown more popular in the last two years.

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