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Vibram makes every effort to attend
events where its users gather in order
to meet and talk to them. It also
sponsors a number of international
sporting and outdoor events across the
world. The Vibram Natural Games, for
example, is a major outdoor event
featuring downhill mountain biking,
freestyle kayaking, climbing and
bouldering, acrobatic paragliding and
slacklining, an extreme form of
tightrope walking mixed with hiphop
dancing and skateboarding. Here, top
athletes are encouraged to share their
experience and know-how with both
proficient enthusiasts and complete
beginners. And, as sponsor, the Vibram
brand gains by association.
The fact that the yellow octagon on
the sole of a boot or shoe is also seen
to enhance their overall quality has
also resulted in something less helpful;
counterfeiting. This has been a
problem for years, particularly in
countries with scant regard for
intellectual property. Fortunately,
things appear to be changing.
Following intense investigations in
China, thousands of counterfeit Vibram
soles were confiscated in 2010. More
recently, a major sole unit producer in
Shaoxing City was raided by the
Chinese police and thousands more
fake soles were seized. This was a
major success for Vibram as the
moulds used to produce them were
confiscated at the same time.
It was made possible due to the
cooperation of the Chinese authorities
who are now making every effort to
stop the sale of counterfeit branded
products via the internet. Adriano
Zuccala, CEO of Vibram stresses that,
"The fight against counterfeiting has
always been a strategic goal at Vibram.
The presence of these fake products on
the market would not only have
resulted in illegal sales but, even more
importantly, would have damaged the
confident relations between the
company and its customers who, for
over 70 years, have counted on the
quality of our rubber soles designed for
the most demanding use." So, having
successfully
created
a
major
component brand, you must also
implement a strategy to protect it.
LININGS
Someone else who has extensive
experience
in
promoting
and
maintaining a component brand is
Kieran O’Hare, CEO of Camtex, the
manufacturer of Cambrelle linings. He
explains, “Back in the 1970s, the
concept of component branding was
quite novel as shoes were bought very
much based on the reputation of the
shoemaker. The idea of featuring the
quality of the components to enhance
the quality of the shoe nevertheless
suited the times. There were large-
scale developments going on in the
sports footwear sector and the
promotion of brands was growing. The
timing of the launch of Cambrelle was
in fact perfect.”
At that time, shoe manufacturers
were beginning to focus on
cushioning,
comfort
(frequently
equated with dryness) and good
wearing properties. Camtex is based in
the picturesque Lake District in the
north of England. The area is a
favourite destination for walkers and
hikers from around the world and they
came to appreciate the moisture
transport qualities of Cambrelle and
would check that their boots were
lined with it.
The fibre used to produce the lining
was specific to Cambrelle, being a true
bi-component fibre, with a core and
outer sheath. The outer and inner
fibres had different melt points so that
the bonding nip left the inner
unaffected, which in turn created the
cushioning effect. The structure also
allowed moisture to be wicked away
from the foot and the lining could
absorb 300% of its own dry weight
before any dampness or discomfort
was felt. Although linings are to some
extent hidden, Cambrelle was made
easy to recognise by having a unique
patented, pique emboss pattern.
Here was a clever product that could
be used in almost any type of footwear.
There were even big names in the US
that lined their men’s office-wear styles
with Cambrelle and had athletes run
marathons in them to prove its
effectiveness. In terms of component
branding, it was also advantageous that
the US Patent Office gave the lining its
protection, as well as the fact that it
carried the seal of approval of the
American Podiatric Medical Association.
The lining was also actively
promoted at point of sale and the
Cambrelle hangtag is still very much
part of the branding. Footwear retailers
around the world were also
encouraged to be involved, with
explanatory leaflets in numerous
languages being produced for staff
training in order to bring the quality
message home to the end consumer. It
is clear therefore that it is essential to
make your product easily recognisable
and to continue to hammer home its
features and benefits to consumers
even after 40 years of existence.
Cambrelle has become probably the
most internationally recognised shoe
lining and there has certainly been no
shortage of people trying to copy it.
“There are always companies that
will try to claim their linings are similar
or as good as the real thing” says Kieran
O’Hare, “but the fakes fail because they
are not as robust or consistent in quality
as genuine Cambrelle. It makes our
brand
even
stronger
when
manufacturers realise that using the
genuine article is easier than dealing
with non-performance complaints.”
Nevertheless, this does not prevent
Camtex from pursuing counterfeiters as
aggressively as does Vibram.
23
PROTECTING YOUR NAME
MAY/JUNE 2012 | www.footwearbiz.com
The distinctive yellow octagon logo is
moulded into the waist of every Vibram
sole
CREDIT: VIBRAM