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Group 2Vibram FiveFingers
Customer Groups – Segmentation
Casual Usage
Over 50/Retired
Random/Casual Usage
AdultNon-athlete
Frequent Usage
Young Adult
College Age Urban
Casual UsageConvenient
Low Price Point
Casual Usage
Youth/KidsHigh Usage
AdultAthletes
Primary Focus
Customer Analysis:
Adults with an Active Lifestyle that live in the United States
50% White Collar
Very Loyal Consumers
63% Married
11% of Athletic Activity Spending is on athletic
shoes
7% Growth 2009
Average income
$126,000
30 – 49 yrs of age
88.2% are Caucasian
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