Geox: Breathing Innovation into Shoes
Case Analysis
Introduction Geox is an Italian shoe and clothing company that started in 1995. Its products are available through over 10,000 stores around the world. The founder of the company, Mario Moretti Polegato, has built a company by offering a world an innovative concept of “shoes that breathe.” The company's brand-named shoe technology combines vented soles with breathable membranes that allow humidity and heat to escape while still providing protection from the elements. Product lines include casual and dress shoes for men and women, as well as children's shoes. Geox has also adapted its technology for use in jackets and coats. Today, Geox holds the position of a second largest…show more content… The leading casual footwear producer, Clarks, had experienced only 9.7% growth over the year. Therefore, there is an opportunity to get a bigger market share and take the dominating position in the casual lifestyle footwear market.
4. Find its own niche in sports footwear
Geox has all the resources to continue developing its sportswear line. Biggest competition, companies Nike and Adidas together control nearly 60% of the athletic footwear market. Their budgets are higher than those of Geox, and they put all of their resources towards promoting and distributing only products designed for sports and active lifestyle.
Eventually, in order to successfully enter the sport footwear market, Geox would have to find some support from athlete celebrities or well-performing sports teams to endorse its products. It does not necessarily have to be in the form of flashy marketing campaigns as it contradicts with company’s values, but it could be done in the form of sponsoring the events, teams, or single persons.
As both sportswear leaders are American companies and focus primarily on US athletes, Geox could partner with someone representing European sports. Innovation and breathability are company’s main strengths; so high-intensity sports like racing would be a perfect match.
