Vessi Market Research Project
Project Background
This project was part of COMR 465, a marketing management course at UBC, consisting of an in-depth strategic analysis of Vessi, a Canadian direct-to-consumer footwear company known for its fully waterproof sneakers. Our team selected Vessi for its unique positioning in the growing sustainable fashion market and conducted a comprehensive situation analysis to understand the brand’s marketing environment and future opportunities.
Fig. 1: Deck excerpt of positioning statement for chosen segment
Research + Strategy
We began with a macro and micro environmental analysis (CDSTEP) to evaluate the external factors shaping Vessi’s performance. This was followed by a SWOT analysis to identify internal strengths and challenges, as well as industry and competitor research to surface market dynamics. We also developed consumer segmentation profiles to highlight new opportunities for targeted growth.
Fig. 2: Deck excerpt of segment of focus
Key Insights
Through this analysis, we examined how Vessi’s technology, eco-conscious brand values, and DTC model contribute to its distinct market identity. At the same time, we identified strategic challenges such as limited physical presence, high production costs, and U.S. market dependence alongside opportunities for brand expansion through social media, Gen-Z engagement, and sustainability positioning.
Outcome
The final output included strategic marketing recommendations and future branding opportunities, supported by research-driven insights. This project helped me strengthen my analytical thinking, segmentation development, and brand storytelling skills in a real-world business context.
