This website uses cookies to ensure you have the best experience. Learn more

Vibram Case Study

2033 words - 9 pages

Introduced in 2005, the Vibram FiveFingers (VFF) shoe has become a highly visible figure in the world of athletic shoes and has gained a sizeable chunk of the minimalist shoe market. The Vibram FiveFinger Shoe was originally intended for yacht owners that wanted to maintain their grip on the deck without compromising the barefoot feeling. The VFF has gained many accolades since its inception one of them being Time Magazine’s best inventions of 2007. The shoe’s entrance into the world of athletic wear began when one of the CEO’s of Vibram America noted the FiveFingers had potential for a barefoot running shoe. (Vibram1) The market for the shoe now is now primarily aimed at people that are ...view middle of the document...

They are typically runners looking to improve their running times or an outdoor enthusiast who is looking for a quality shoes that fits well and is portable. Another group who looks to these shoes is people with various hip, knee, and foot problems (Owings, 2011). Many people have reported fast recovery from injury and less pain while running in FiveFingers. The FiveFinger is one of the most easily recognizable shoes out there and due to the patents (Image1) Vibram possesses; there are not many competitors for shoes with toes. There are however, plenty of minimalist running shoes that compete for the FiveFingers share of the growing minimalist market. These competitors will be addressed further in the paper.
In 2006 the FiveFinger line contained a Men’s, Women’s and Children’s shoe selection. Vibram sells the shoes by suggested use. The different uses are Fitness, Running, Multi-Use, Outdoor, and Watersport. Many of the shoes overlap when different uses are suggested, meaning that they have more than one purpose. The most popular styles of shoes are the Sprint, and KSO. KSO is an acronym for keep stuff out. These shoes can be used for running, walking, weight training, and many other activities. The children’s line consists of a sprint and speed selection of shoes. One is more of an everyday shoe and the other is more of an athletic shoe. The adult shoes range in price from $90-$110 and the children’s versions retail for around $60. The line-up remained the same up until 2011. In 2011 Vibram began to sell a “casual” version of the FiveFinger shoe. (Vibram) The company line on the new casual line is: “Wearing your VFF’s on a regular basis will allow you to experience the benefits of barefoot activities with the protection of our patented Vibram sole. So whether you’ve been pounding the turf, ripping turns on the mountain or ascending routs on an alpine wall, bring Vibram FiveFingers along for the after party. Your feet will thank you.” (Vibram1)
The shoes are currently still in the growth stage of product life cycle as their sales numbers have increased every year that they have been available. In fact, according to a recent article by Leisure Trends Group’s Run Specialty RetailTRAK, “minimalist footwear sales totaled $45 million through the end of October 2011, up 153 percent from $18 million during the same period in 2010. Meanwhile, traditional running shoes struggle to maintain sales and share with sales trending down across the first 10 months of 2011.” (Pang, 2012) There doesn’t seem to be too much slowing down in the minimalist shoe market as each year more and more Americans are taking up running and becoming more active.
The Vibram team uses a concentrated marketing strategy for their FiveFinger line of shoes. They market mainly to their target audience at events such as marathons, 10K and 5K races. They set themselves apart from the competition by positioning themselves to be the most unique version of any...

Other Papers Like Vibram Case Study

A Heart Of Darkness Essay

1748 words - 7 pages In this short story, there are frequent significant subject and ideas that make the story, "A Heart of Darkness," by Joseph Conrad, and haunting novel. The main theme is absolute white power over the natives. The theme validates the corruption, and the dependence caused by the white people as they took over the Congo. White men were giving all the power; they had no self-control, and in the end they did not use wisely. The white men became

The Aspects Of Vulnerability Among The Exploited In Medical Research

2287 words - 10 pages proceeding examples. The Willowbrook Hepatitis Studies was a case in which individual rights were severed and respect for one’s autonomy was lost. In 1947, in Staten Island, NY, Willowbrook was opened. Willowbrook State School was a state-funded institution for developmentally disabled children intended to accommodate approximately 4,000. By 1965, that number reached a population high of about 6,000. This high population mixed with a short staff led

The Hitchhiker’S Guide To The Galaxy

1171 words - 5 pages had this strange unaccountable feeling that something was going on in the world, something sinister.’ ‘No,’ said the old man, ‘that’s just perfectly normal paranoia. Everyone in the Universe has that,’” (Adams 160). The novel reinforces absurdity in the universe as Arthur’s fair attempt to study the universe is refuted with a simple response suggesting that the facets of the universe should be easy to comprehend. The film however, had Arthur make

The Ford Motor Company Wage Increase Of 1914 And The Theory Of Incentives And Efficiency Wages

1252 words - 6 pages doubling these wages can only be justified if, in some other way, it generates an equal or superior amount of value (either through a better product, lower costs, or both). According to the theory of incentives and efficiency wages, this is indeed the case, and Henry Ford even asserted that this decision was one of the best-cost cutting judgements they ever made (Raff and Summers 1987). This paper will outline the history of Ford Motor’s 1914

Historical Analysis Of The Economical Breakthroughs Of The Industrial Revolution

1396 words - 6 pages revolution, capitalism was used as the dominant form of economy in England. This helped England’s economy become consistent and organized throughout the country. However, it also posed certain, significant, problems. In order for the perfect capitalism to be achieved, every citizen had to begin equal. This was not the case, as many descendants of nobility and very early entrepreneurs started England's switch to capitalism with a lot more money than most

Leadership Portrayed in Monologue from Shakespeare’s Henry V

1214 words - 5 pages for their family and their country’s reputation. (Jacqueline and Milton, 2012)In real life case, a successful leader usually has good communication skill when talk to followers, people cannot influence their team members without connect communication to them. Language is a most powerful tool used by leader to manage and influence people in different industries. (Seargeant, 2009) Henry’s speech with unlimited energy and confidence, he cheers up

Cuba Civil Rights

1906 words - 8 pages Oct 2013. "World Report 2013 Cuba."Human Rights Watch.Human Rights Watch, 2013.Web. 14 Oct 2013. Wylie, Lana. "The Special Case of Cuba."International Journal 67.3 (2012): 661-84. ProQuest.Web. 9 Oct. 2013. "2012 Human Rights Reports: Cuba." U.S Department of State Diplomacy in Action.Bureau of Public Affairs, 19 04 2013.Web. 14 Oct 2013.

US Freight System

1273 words - 6 pages “Free Riders” are part of the business. When the Supreme Court decides a case that NITL has analyzed and promoted from the beginning, that decision applies across the land, everyone benefit from it. Bruce J. Carlton The League members pay a membership due every year, and they expect as a return a benefit, and whenever NITL accomplish goals, its members benefit but all the other shippers benefit as well. This is a threat that open the door

Democratic Peace Theory

1852 words - 8 pages the United States against the USSR as an example of how emotions almost destroyed two nations. People were spying on their own family members out of fear of being branded a communist and the fear of nuclear annihilation was ever present danger that children were doing drills in case of nuclear fallout. Had it not been for Gorbachev assuming power in Russia and letting his people see what freedom was about through his policies, we would not be here

Booker T. Washington

1621 words - 7 pages “Success is to be measured not so much by the position that one has reached in life as by the obstacles which he has overcome” –Booker T. Washing. Booker Taliaferro Washington was born in Hale’s Ford, Virginia on April 5th, 1856 to Jane Burroughs and an unknown White man. Washington was married three times. His first wife was Fannie N. Smith from Malden, West Virginia. Booker and Fannie were married in the summer of 1882 and had one child

Corn, Broccoli, Grass Or Balanced

2611 words - 11 pages animals are provided with opportunity to articulate their characteristic form of life, and ultimately be happy. To fix something, you have to un-break it. In the case of the industrial food system, where it tried to fix or advanced the nature confided food system that was and still is if giving the opportunity very functional. The side effects of the modern food system have been lethal to the environment, with CAFOs and feedlots driving this train

Related Essays

Freedom And Responsibility Essay

2141 words - 9 pages amendment is “Congress shall make no law respecting an establishment of religion, or prohibiting the free exercises thereof” (Jordan, 1999). Therefore, the first amendment states citizens have freedom of religion and exercises of the religion. The article entitled “Lawsuit alleges FBI violated Muslims’ freedom of religion,” published by Jerry Markon, Washington Post Staff Writer, justifies the detailed case of the FBI surveillance targeting Muslims for

Hate Crime Laws Essay

2348 words - 10 pages Death of James Byrd”). While this particular case may give the appearance that perpetrators of hate crimes receive appropriate punishment, almost a decade later, one particular case demonstrates the inequity in the application of hate crime punishments: In 2007, Sean Kennedy of Charleston, South Carolina, left a bar around 3:45 am and was confronted by Stephen Moller, who called him a “faggot” and then punched him so hard in the face that his

Rational Emotional Behavior Therapy Case Study Conceptualization And Treatment Plan

2140 words - 9 pages Rational Emotional Behavior Therapy Case Study of Sarah: A Conceptualization and Treatment Plan Rational emotive behavior therapy, REBT, was developed by Albert Ellis and holds the central belief that the events in our lives do not cause our disturbances but that they are instead caused by our view of the events (Murdock, 2009). Murdock (2009) states that “people are seen as responsible for their behavior” (p. 279) but, because they are

Holidays In Albania Essay

1636 words - 7 pages Have you ever thought about having exciting and incredibly cheap vacations? Albania might be the right choice. According to My Travel Guide, Albania is ranked the fourth among ten places worth visiting in Eastern Europe (“Top 10 Eastern European Destinations”). One can encounter three kinds of vacations in this Mediterranean country: winter, summer, and cultural. The ideal places to spend your winter vacations are the Albanian Alps. They are