Background Information
- Shoes have become a norm to our fashion
- Humans evolved without shoes
- Therefore shoes actually hinder the functionality of our feet
- With minimal padding on the Skeletoes or FiveFingers, your body teaches itself the correct method of running and walking.
- More natural stance for your feet (not like shoes with extra padding towards the heel which through your body out of line)
- Vibram and Fila have recognized there was a demand for more health related products.
- More specifically a shoe which simulated barefoot walking/running.
- This displayed an OPPORTUNITY in the market
- Fila recognized and took advantage of the fact that Vibram were too expensive and unaffordable to some customers
- Redesigned (Pinky problem vs ez slide) the FiveFingers to perfect the customers demand and marketed at half the price (competitive edge)
- Fila designed their shoe for casual activity versus FiveFingers solely for running (Open Market)
- Fila ($49-$89) vs Vibram ($100-$200)
