Article summary

682 Words2 Pages

In the Article “Demand For Barefoot Shoes Cools Considerably, With Sales Down 47% This Year” It tells us that the shoe that not so long ago was popular among runners, joggers and work out enthusiasts is now has sales that have plummeted 47% from last year. Sara Germano, a journalist of the from the Wall Street Journal wrote cited information from Spots One Source, stated that the barefoot shoe industry “was the only dominate industry” to have such an incredibly dramatic ("Demand For Barefoot Shoes Cools Considerably, With Sales Down 47% This Year - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global", 2014, p. 1) When Vibram, an Italian foot ware brand, introduced the “Barefoot shoes” they marketed them as cure all for runners. Declaring they would bring an end to shin splints, knee pain, etc. When consumers realized that these claims were untrue, there was a declined 47%; granted there was modest rise in running shoes overall rising to $7 Billion. This category was the only one to show a drop of one third to $220 million. Mainstream brands followed Vibram’s five finger design design and created their own version of the “barefoot” design they are not dying out due to adaption, for example Nike’s “minimalist” style shoe is doing fine due partly because it is trendy as well as athletically appealing. ("Demand For Barefoot Shoes Cools Considerably, With Sales Down 47% This Year - SportsBusiness Daily | SportsBusiness Journal | SportsBusiness Daily Global", 2014) The claims that Vibram’s five finger shoes could help decrease foot injuries and strengthen foot muscles brought on a lawsuit that Vibram settled and agreed to pay $3.75 million in refunds to those who purchased the shoes. (Bernstien, 2014)
Relev...

... middle of paper ...

...s Adventures: Julian Romero runs LA Marathon Barefoot in 2:53", 2007, p. 1)
Marathon runners who prefer to be barefoot but cannot handle the extremely painful blisters that are caused by doing so. This is one genre that could be specifically marketed it towards, I would think that barefoot runners are a little unique.
Career Opportunities
Opportunities that may be available with Vibram’s product management or research department, in order to fix the problems with the shoes and try to make their statements about leg health true. Also, a marketing position is probably available finding a way to market the revamped product. Instead of marketing them for everyone, make them a specialty item molded to each individuals’ feet. If they support the individual toes, the arch of their foot and even the top part of their foot in order to ensure comfort and shock absorption.

More about Article summary

Open Document