Sneakers e sneaker culture

Golden Goose sneakers are super comfortable. Even after walking in it for a long time, the legs are not affected. Although they are not particularly shock-absorbing like other sports sneakers, they are still perfect for walking for a long time, because the high platform sole is very stable.

Executive summary.

In May 2010, the writer had, for the first time, the opportunity to relate to world of sneakers considered in its extension, or considering the part of the phenomenon that transcends the mere term used to define a sneakers.
Foot Locker, the American footwear and sportswear retail specialist, had started broadcasting commercials on Italian television. In Foot Locker’s viral videos, the sneaker knowledge of sales assistants in various stores was tested. Together with those of the clerks, the knowledge of the consumer, who therefore felt, in a certain sense, invited, if the notions personally possessed on the subject of sneakers were narrow, to fill them. Starting off, at the beginning, this learning process, in the most logical way: by buying sneakers.
Foot Locker TV commercials were the tip of the iceberg that can now be investigated in light of the events that followed. From cult objects for enthusiasts and sportsmen, sneakers have come to be considered a luxury accessory. The sports shoes of luxury have been put on the market by the houses that traditionally belong to the market luxury fashion, such as Gucci, Prada, Tom Ford, Lanvin. In addition, relatively young companies, such as Golden Goose Deluxe Brand or Philippe Model, have turned to segment of luxury sneakers, obtaining significant economic results. Just think that Golden Goose Deluxe Brand, which in 2007 marketed its first shoe from luxury gymnastics, saw its turnover increase by 986% between that year and 2016.

The presentation starts from an initial introduction to the concept of sneakers, and then focus on the market for this asset, whose estimated value is $ 17.2 billion in 2016 and which increased by 40% between 2004 and 2016. From the sneakers market, the focus will be shifted to that of luxury sneakers which, according to an analyst from the Boston Consulting Group, was worth 3.4 billion dollars in 2015 and which, since 2009, has tripled its own size.
We will then proceed with the analysis of the birth and development of a brand, Golden Goose Deluxe Brand, which operates in the luxury sneakers segment but which differs from other Big Players in this market for the fact that they owe their success solely to production of luxury sports shoes, without having been able to count on any previous experience in luxury fashion.
The data relating to the turnover of Golden Goose between 2007 and 2016 will then be analyzed
Deluxe Brand, the company’s marketing mix together with its positioning in the market of sneakers, to the retail and communication strategy of the same.

The marketing variables Specifically, mix and positioning will be compared with those of a competitor in the relative luxury sports footwear market and with those of the main company reference point in the non-luxury sneakers market. In conclusion, we will ask ourselves about sustainability of the extraordinary success of the company and the Golden Goose brand in the future next.