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Marketing innovation and technology: GEOX analysis

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  1. Geox's innovation strategy
  2. Geox's strategy to compete sustainably in the market

Mario Polegato created the company Geox in 1995. He had troubles with his sweaty feet so he cut his shoes to have more air. After having a patent and unsuccessfully sales to footwear manufacturers, he decided to create his own company. At the beginning, Polegato was only selling children's shoes. But then the children's mothers liked those shoes so much that they asked him to do the same for adult. In 2000, the company expanded into international market.

Now, Geox is listed on the Milan Stock Exchange, it is a global name and it is the second-largest casual lifestyle footwear in 68 countries.

Later in 2008, Geox wanted to enter the sport footwear market, despite the fact that it is a large market. Precisely the golf shoes market which is hard to enter, and which has a lot of competitors. The company is positioned in the footwear industry (90% of sales) but it sales apparels as well (10% of sales)

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