Vibram said it has recently revised its business operations to a process model with two separate business units finished goods and components — both serviced by the same marketing and administrative group to ensure cohesiveness.
The reorganization follows the introduction of Vibram's first finished goods product: Vibram FiveFingers, the originator of and leader in minimal footwear design. The Vibram brand was further expanded with the introduction of the first rubber disc golf disc, another revolutionary product that offers a key advantage to the game.
“Managing its brand expansion along with many recent industry changes and challenges, including increased competition in the minimal footwear category, is a daunting undertaking,” Vibram said in a press release. “But Vibram is approaching it head on, by establishing a new business model and sharpening its focus on brand globalization and unification.
Its focus next year will be to modernize all of its marketing communication technology including creating a new state of the art website and developing robust mobile and tablet applications.
The goal of these new business and technology approaches is to create a leaner and more focused company, enabling it to respond rapidly to the marketplace with cutting edge footwear solutions.
Last but not least, the company is committed to unifying and globalizing its brand marketing efforts across the finished goods and components business units and geographic markets, i.e.; the Americas, Asia and Europe-Middle East-Africa. By capitalizing on the depth, breadth and legacy of its component business and leveraging its position as the groundbreaking leader in the minimalist footwear category, the company is geared for great synergy.
For example, the FiveFingers business will take advantage of Vibram’s standing as the worldwide leader in high performance soles, by accelerating the use of the newest and most cutting edge outsole compounds. Conversely, the components side will increase its visibility by utilizing successful FiveFingers marketing communication efforts like the popular What’s Your Story video series.
Spearheading these changes is a new leader at Vibram: Antonio Dus. Dus joined the company as consultant in October 2012 and was promoted to CEO, Vibram Worldwide in January 2013. Dus brings significant experience in the footwear industry, working at an international level for both Garmont S.r.L and Ober-Alps/Salewa Group. His expertise in marketing processes activities has been instrumental in laying the groundwork for Vibram’s renewed approach to business and its customer. He is working in partnership with Mike Gionfriddo, Vibram USA’s CEO and President; Matteo Crovetto, Vibram China General Manager; Michael Martin, Business Unit Manager, Finished Goods; and Paolo Manuzzi, Business Unit Manager, Soling. All leaders have significant seniority and experience with Vibram.
The ultimate goal: make Vibram a household name by dramatically increasing the consumers’ awareness of the iconic gold hexagon in everyday life: from firefighting boots to skateboarding kicks, to military standard issues, to a FiveFingers model.”
