Abstract
Geox is the largest shoe company in Italy in terms of sales and number of stores, making it one of the leading shoe brands in the world. In 2015, Geox made 874 million euros in net sales, more than 68% of which was accounted for by foreign sales. The brand is sold in 1161 retail stores, consisting of both directly operated stores and franchise stores, across 101 countries. This case study shows how new technology and continuous innovation can be implemented in a market in which fashion and design typically dominate. Describing and analyzing the company’s marketing activities in recent years, we demonstrate that Geox’s success rests in its ability to innovate, define and maintain a strategic position in the footwear industry. Recognized by consumers for its patented innovation, the “shoe that breathes,” Geox has the largest number of patents in the industry.
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Notes
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To see the campaign, watch the following video: https://www.youtube.com/watch?v=vZkJyPlY8Hg
- 2.
According to the Italian Footwear Producers Association (Confindustria).
- 3.
Headquartered in Rockport, Michigan, U.S., Wolverine World Wide Inc. has diverse brands in their portfolio including Wolverine Boots and Shoes, Hush Puppies, Merrell, Sperry Top-Sider, Keds, Grashoppers, and so on.
- 4.
Ermeneia (2016).
- 5.
A comprehensive reconstruction of Mr Moretti Polegato career can be found on http://www.geox.biz/en/governance/corporate-bodies/mario-moretti-polegato.html
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“The Inventor-Entrepreneur has taken out many patents . It appears that his orientation is not to attempt to build a business or to turn out the best product. Rather his major concern seems to be to develop an organization, not as an end in itself, but rather as a vehicle to allow him to invent and produce various products (Smith, 1967, pp. 87–89).”
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- 9.
Beckett W. (2006). Geox launches breathable jackets, applying its technology to apparel. Women’s Wear Daily.
- 10.
- 11.
http://www.geox.biz/static/upload/inv/investor_day_2016_audio.mp3 [Last Accessed 14/01/2017].
- 12.
For a comprehensive description of these technologies: http://www.geox.biz/en/group/innovation-technology/innovation-technology.html
- 13.
Relazione finanziaria semestrale Geox, June 2016.
- 14.
Commercials are available in the Geox Spa YouTube channel.
- 15.
- 16.
- 17.
http://www.geox.biz/static/upload/inv/investor-day-presentation.pdf [Last Accessed 19/01/2017]
- 18.
http://www.brandforum.it/files/pdf/papers/GeoxIntervista.pdf [Last Accessed 12/01/2017]
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- 20.
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Checchinato, F., Vescovi, T. (2018). The Geox: The Shoe that Breathes. In: Jin, B., Cedrola, E. (eds) Product Innovation in the Global Fashion Industry. Palgrave Studies in Practice: Global Fashion Brand Management . Palgrave Pivot, New York. https://doi.org/10.1057/978-1-137-52349-5_3
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DOI: https://doi.org/10.1057/978-1-137-52349-5_3
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