The Geox: The Shoe that Breathes

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.