GEOX epitomises the perfect blend of comfort and style.

In early January, GEOX unveiled the exclusive SPHERICATM EC4.1 LNY Collectible Edition in Hong Kong. The noteworthy occasion, held at Madame F&ugrave; in Tai Kwun, was hosted by founder and chairman Mario Moretti Polegato along with CEO Livio Libralesso, drawing in distinguished guests. Among them were celebrity Grace Chan, influencers, and partners from the Asia-Pacific region. We engaged in a conversation with the team at the helm of the brand to delve into its philosophy and underlying stories.

Tell us more about the GEOX &ldquo;Dragon Edition&rdquo;.
FABIO TERRIN &ndash; MANAGING DIRECTOR OF GEOX ASIA PACIFIC
This is our first Lunar New Year collection and we collaborated with The Flying Hawk Studio which also designs for famous luxury brands. This marks our initial endeavour to resonate with Asian and younger consumers. So, we presented our best-seller and iconic style, the SPHERICATM EC4, to the studio and requested a design to represent the Lunar New Year for the entire Asia- Pacific region. Also, we embraced the feedback from the Sneakerheads community which interprets comfort as the style. So, looking good and feeling good is the essence of our Lunar New Year collaboration. This limited-edition collection is a unique approach for GEOX, crafted for both men and women, aimed at showcasing our brand to Asian consumers in a more relevant light.

GEOX recently unveiled its first global brand ambassador, Penelope Cruz. What is it about her that aligns with the values of the brand? 
ROBERTO LOBETTI BODONI &ndash; GEOX CHIEF MARKETING OFFICER
This is the first of its kind of project for GEOX. We are very proud. We invested time researching processes and customers to identify the most suitable territory for GEOX and the ideal persona to connect with our audience through new storytelling. The results were pretty clear that Penelope Cruz is loved around the world.
Penelope Cruz&rsquo;s journey began in Madrid, leading her to become a young, Oscar-winning actress who is very approachable. We aim to be an inclusive friend in exemplifying the realms of style and beauty, with Penelope serving as inspiration. We ran a couple of campaigns with her and they delivered terrific results.
During the Milan Fashion Week launch, the presence of an Oscar winner added an intriguing element, resulting in coverage by seven news channels. The advertising campaign garnered engagement from 100 million people in just two months, leading to a remarkable improvement of over 15% in the women&rsquo;s categories and the acquisition of a new younger generation of customers. This rapid success aligns with our objective to accelerate women&rsquo;s growth, regain consideration and appeal to a younger target audience. Also, there are upcoming campaigns for Spring/Summer 2024 and Winter 24, so it is a long and meaningful story. Penelope Cruz is delighted to be associated with GEOX, not only serving as a brand ambassador but also as a GEOX consumer. She loves the idea of helping the brand engage women and empower them to move in comfort and style.

MARIO MORETTI POLEGATO &ndash; GEOX FOUNDER &amp; CHAIRMAN
For example, we have a different vision for the men&rsquo;s category and campaign, and we understand the image is too strong for women. Today, we engaged in discussions with our Asian partners to choose ambassadors, encompassing both national and Asian representatives for a combined approach.

How has GEOX adapted to marketing trend changes in the industry?
CARLOS JUAN CARLOS VENTI &ndash; HEAD OF INSTITUTIONAL AND EXTERNAL RELATIONS
Commencing the business plan involved extensive research and surveys, facilitated by an international premium marketing company. Their insights highlighted four key trends positioning GEOX favourably. Firstly, customers perceive GEOX as a brand with a rich heritage. Secondly, GEOX&rsquo;s foundation in comfort, breathability, and waterproof technology continues to make a significant impact. Additionally, GEOX pioneered casualisation through the invention of hybrid sneakers, extending comfort innovations to various types of footwear. Lastly, the demand for versatile products that seamlessly blend with life, work, and balance is met by GEOX, making it an ideal choice for customers.
We are aiming to become an everyday premium brand and we believe that is important to engage new customers and inject the style and proper marketing. While products remain the primary communication tool, striking a balance between this aspect and the brand&rsquo;s essential pillars is crucial.

Tell us more about the brand&rsquo;s sustainability efforts.
LIVIO LIBRALESSO &ndash; GEOX CHIEF EXECUTIVE OFFICER
We have control over certain aspects, such as having zero discharge and utilising 92% green energy in Italy. Our commitment to sustainability extends to investments in solar panels, aligning with our dedication to environmental responsibility. Beyond environmental considerations, we embrace a broader sustainability concept, focusing on Environmental, Social, and Governance (ESG) principles. Our substantial investments extend to the transformation journey and our people, with over thirty thousand training and development initiatives delivered annually.
Focusing on the products and overhauling the entire supply chain become imperative. Recognising that a single brand lacks the influence to transform the entirety of the supply chain, we&rsquo;ve made a strategic decision to align with various associations. One noteworthy collaboration is with the Leather Working Group, where over 90% of our leather is sourced from tanneries adhering to the group&rsquo;s protocols, emphasising sustainable production methods, minimising water waste and avoiding harmful chemicals. Additionally, ongoing partnerships with ACBC and WWF underscore our commitment to sustainability, acknowledging that this journey requires incremental improvements each season to achieve full sustainability.

What do you think is the footwear trend now?
ROBERTO LOBETTI BODONI &ndash; GEOX CHIEF MARKETING OFFICER
I believe there remains a significant portion dedicated to athleisure, and the sneaker market continues to thrive independently. Notably, chunky sneakers have made a comeback with diverse designs and materials tailored to geographical requirements. Ankle boots emerge as a strong category for GEOX, particularly during winter or colder temperatures.
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MARIO MORETTI POLEGATO &ndash; GEOX FOUNDER &amp; CHAIRMAN
I want to emphasise the captivating aspect of GEOX&rsquo;s technology, considering that 95% of the population in Malaysia, Italy and the United States prefer rubber-bottom soles, with only 5% opting for leather soles. While the majority uses non-genuine rubber soles, integrating GEOX&rsquo;s technology ensures the creation of breathable and waterproof shoes. For me, the satisfaction from the consumers who thank me for modifying and improving the use of shoes is more than money.

What is the preference of Asian consumers when it comes to shoe designs? As comfort and style are not easy to match, how does GEOX work on this?
CARLOS JUAN CARLOS VENTI &ndash; HEAD OF INSTITUTIONAL AND EXTERNAL RELATIONS
Our roots are firmly planted in Italy and Europe, our original market where GEOX started as a premium footwear brand, emphasising quality and value. Now, we have embarked on a transformational journey to establish relevance in the Asia-Pacific region. This journey begins with a significant investment in design, recognising Asia&rsquo;s role as a trendsetting hub and acknowledging the younger demographic of customers compared to Italy and Europe.
Within our range, you will find a collection featuring edgy designs and casual sneakers. More importantly, the transformation has evolved GEOX from being solely a premium footwear brand to a premium lifestyle brand. As GEOX is well-known for its technology, comfort and exceptional craftsmanship, and if we can merge comfort and style, we believe we can enhance people&rsquo;s well-being while on the move, not just for their feet but also in terms of overall appearance.
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ROBERTO LOBETTI BODONI &ndash; GEOX CHIEF MARKETING OFFICER
Certainly, our goal is to offer a blend of comfort and style. In essence, we steer away from extremes, avoiding the exclusive focus on high heels or special occasions. As a brand catering to everyday families, we aspire to empower both women and men to embody the best versions of themselves &mdash; achieving more while walking in both style and comfort. So, we tested a lot of our new brand positioning in Asia, America and Europe.
The feedback from both potential and current customers consistently reinforces that we stand alone as a brand that can genuinely be relied upon to make them look good and feel good. This trust stems from our advanced technology in establishing a robust and distinctive selling proposition. This is what consumers get and they trust us to deliver a premium comfort experience on an everyday basis.

Do you have any advice for new entrepreneurs in fashion and design?
MARIO MORETTI POLEGATO &ndash; GEOX FOUNDER &amp; CHAIRMAN
Innovation. Across all sectors, including shoes, position every product strategically in the low, medium and high- price segments. To achieve success, embracing innovation is essential, and GEOX is committed to following this path.

Interview: The philosophy and underlying stories of GEOX

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