FitFlop entered the Thai market in 2009. They designed their sandals using a technology called the Microwobbleboard, which creates a natural "roll" for more support than regular sandals. FitFlop claims their sandals increase leg muscle activity. Their target audience in Thailand is women ages 18-40 seeking an active lifestyle and multi-tasking foot fashion. FitFlop has been successful in Thailand due to the country's culture of flip flop and sandal wearing, popularity with celebrities, a line designed for Thailand, and a relatively affordable price compared to other workout shoes.

1. FitFlop Entry into the Thai Market
Case Study

2. Company Background
• Fitflop was founded in 2007 by Marcia
Kilgore. Fitflops came to Thailand in
the year 2009.
• Based on a technology from two
biomechanics researchers they created
the: Microwobbleboard
• Three different densities of foam
rubber are welded together to create
the shape of the sandal.

3. Product USP & Award
•
This design according to a
physiologist creates a natural
‘’roll’’ which provides more
support than regular sandals.
• FitFlop claims their sandals
increase leg muscle activity by
up to 16 percent.
• Fitflop has been awarded the
‘’American Podiatric Medical
Association Seal of Acceptance’’
which means Fitflops allow for
normal foot function and
promotes quality foot health.

4. Target audience
•
•
•
•
•
Women between the ages of 18-40
Pro-Active lifestyle
Looking to burn a few extra calories during their daily business.
Multi-tasking foot fashion that you can wear everywhere.
Relatively inexpensive compared to other ‘’work-out’’ shoes
NPD did a study on owners and non-owners of toning and shaping
footwear; 65% of the respondents said that the main reason for
purchasing a pair were the ‘’scientific substantiation of fitness claims’’

5. Fitflop & Thailand
• 18 million pairs of Fitflops were sold
world wide in 2012 with 25% if its
sales coming out of Asia.
• Thailand is FitFlop’s third largest
market in Asean after the Philippines
and Indonesia.
• Thailand is big flip flop and sandal
wearing country. Easy to move in and
out the house and also the climate is
a factor for wearing open shoes.
• Thailand is the first country allowed
by the parent firm of FitFlop to
create an exclusive collection for
local customers.

6. How Fitflop Entry into Thailand
• Fitflops are a huge hit under Thai
celebrities.
• Unlike 299 baht slippers Fitflops are very
fashionable, they don’t hurt your feet
and they are unlikely to fall apart within
a few weeks of purchase.
• Fitflop have opened a flagship store in
Central World which has a surface area
of 120sqm.
• Fitflops said that will be investing 220
million baht to expand this year; 100
million will go to introducing new brands
to the market and opening new shops in
Chiang Mai, Hat Yai and Ubon
Ratchathani.

7. What makes Fitflops successful
in Thailand?
•
•
•
•
•
Fitflops can be worn for
many different tasks. No
need to change shoes!
Easy to take on and off which
is important for a lot of Thai
people.
Popular with Thai Celebrities
They have a line designed
specifically for the Thai
Market
Relatively low priced for a
work-out shoe (relative).