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BRAND PROFILE ® ®


What’s the story behind the brand? Vionic began with the work of renowned podiatrist Phillip Vasyli. Phillip was a true visionary as he passionately believed in creating affordable and accessible footwear that enabled people to live their best lives, pain-free. Phil’s passion for healing led him to podiatry. Influenced from his love of surfing, he developed a flip-flop with a built-in orthotic, disrupting the comfort category like never before. Today, Vionic has grown to become a market leader in the premium


contemporary comfort category. Featuring a wide range of silhouettes, premium materials and thoughtful design for women and men, Vionic offers unmatched style with innovative biomechanical support.


Is there a brand philosophy? Every day, we challenge ourselves to reimagine science and style to bring joy to peoples’ lives-starting with their feet.


What sets this brand apart from the rest? Vionic is a leader in the premium contemporary comfort footwear space, with a rich heritage in science. We design with quality materials and we’re not being bought on price. We are bought because we deliver on our promise: we offer shoes built to make you look and feel great, with the support you need for all-day wear.


Does this brand offer a good profit margin for retailers? We pride ourselves on partnership. When retailers buy into the Vionic brand they can expect appropriate marketing investment. Results tell us that strong brand presentation and investment will win the consumer and build brand loyalty. In such a competitive market, we ensure that our brand earns its place on the shelf. Through such initiatives we have been driving results that are exceeding the expectations of our customers and as such we contribute positively.


Where is the brand assembled/manufactured? Our design team and company headquarters are located in the San Francisco Bay Area in California, USA. We source premium materials from all around the world, and we work with a few factories in China where the shoes are manufactured.


Who is the agent? For UK North please contact Hellen Cooper. T: 07887 595726 E: hellencopperagencies@gmail.com


For UK South please contact Russell Galliven. T: 07493 443432 E: info@gallivenagencies.com


How is the brand marketed? Do you use social networking? Our goal for the brand currently is to grow awareness. We’ve had great success with brand awareness hovering around 15% among women. So, we have a tremendous growth opportunity ahead of us. In order to achieve this, we are focused on a few key channels including print advertising, and trade shows but also our social network of style influencers, PR and digital advertising. Instagram is a key platform for the brand.


Any famous customers? Oprah Winfrey is a big fan of Vionic. In December, we earned a spot on the coveted ‘Oprah’s Favorite Things’ list for the second year in a row. As Oprah says in the December issue of O, The Oprah Magazine, “Treat feet to these sneakers [Vionic sneakers] designed to hug arches and support natural alignment with an orthotic insert. They're super comfortable.” Most recently, Oprah graced the May cover of O, The Oprah Magazine, wearing our Hattie espadrille sneaker. Also, Kerry Washington, TV actress on the show ‘Scandal’ and media


influencer, was introduced to our shoes and loved them so much, she posted on Instagram with the following caption: “They're [Vionic shoes] crazy comfortable, extraordinarily supportive and REAL cute. Perfect for working out, running errands AND for long days on set!”


Contact: Adam Green, Commercial Director T: +44 7827 353216 E: agreen@vionicgroup.com


14 • FOOTWEAR TODAY


• OCTOBER 2018


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