A well-known orthotic shoe company, Orthoheel, had just been re-named Vionic as a first step to expanding the reach of the business. Senior leadership wanted clarity on how big the brand could be and how they could get there; the time was right to redefine the stigma of ‘comfort shoes’.
Agency by Others was hired to create a five-year roadmap for Vionic to set a strong vision and brand position, size the market and consumer opportunities, and recommend the best tactics for growth. We executed custom qualitative and quantitative research, visited stores, and interviewed senior leadership. We helped Vionic understand their customer as a ‘whole person’ rather than a patient. We modeled various approaches to growth to understand the investment and results over the next five years. The final deliverable was a comprehensive strategic document that analyzed company culture and the competitive landscape, defined and prioritized customer segments, and suggested refinements to channel strategy, product design and quality.