vibram_case.......................

May 19th, 2015
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Vibram Case StudyIntroduced 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 Magazines best inventions of 2007. The shoes entrance into the world of athletic wear began when one of the CEOs 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 outdoor enthusiasts and the people that are involved in the minimalist shoe craze that has become increasingly popular across the globe in the past few years. The book Born to Run sparked much of the interest in the benefits of running barefoot and the book has helped the natural running movement receive national attention and the Vibram FiveFingers shoe has ridden that movement to popularity and profitability. (Walker 1) Vibram FiveFingers target market mainly consists of athletes and outdoor enthusiasts. The design and functionality of the FiveFingers is what appeals to their target market. The shoes fit the foot like a glove and provide a barrier between the foot and the ground. This mimics the barefoot feel while providing some protection to the foot from

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