Some strategic changes are occurring within Geox, an Italian women's, men's and kids' footwear and apparel brand. In the last seasons the company has started a repositioniong of its brand, began a collaboration with the Oscar-winning actress Penélope Cruz, and has just named a new CEO.
The talented actress has been the protagonist of the brand’s worldwide advertising campaign but will also collaborate to a limited edition capsule collection.
After a first phase of the campaign that coincided with the launch of the women’s f/w 2023/2024 collection, the actress was protagonist of a second Geox campaign dedicated to s/s 2024. Along with it, always for s/s 2024 the actress and her sister Monica will launch an apparel and footwear capsule collection.
“We ended 2022 with a growth in sales of over 20%. This great enthusiasm for our products has prompted us to keep on making investments and to move constantly forward,” said Polegato pointing out that year 2023 appears to be a year of stabilization of the company as preliminary consolidated sales in 2023 amounted to €720 million, slightly declining by 2.2% compared to the previous year.
“Our biggest market is the women’s market. We think we can do even better, outdo ourselves in terms of specific-market quotas. To achieve our objective and gain more relevancy with women customers, we needed an accelerator. A female accelerator. We have already earned the trust of many women. But we think we can acquire a larger chunk of the market in terms of age bracket and lifestyle,” he explained.
“She embodies a style evolution which blurs the line between beauty, well-being and comfort–a winning philosophy that has always underpinned our product designs,” he added.
“We wanted someone who was a style icon, yet authentic and vibrant at the same time. A woman to admire, but also someone others can identify with, a woman of immense grace, but with a strong recognisable personality. Penélope is all of these things at once,” continued Polegato.
While the star asked shared some of her thoughts with the company, Gray Sorrenti, the photographer and film director who shot the campaign, and the agency that curated it, she also designed the capsule collection Geox designed by Penélope & Mónica Cruz”.
“Over the last twenty years, Mónica and I have designed several collections for numerous brands. We love fashion and we like working together. Which is why we decided to do it again,” Penélope Cruz explained.
“This time in particular we were inspired by Geox's philosophy. Everything has to meet the most rigorous quality standards in terms of materials and technology, but never without a touch of style”.
Within this context Geox has recently named Enrico Mistron as the company's new CEO.
The manager is 54 years old, has more than 20 years of global background in the fashion and luxury industry with experience in wholesale, retail and e-commerce as well as international business development.
He previously worked for the Luxottica Group, where he has held senior roles of increasing responsibility in corporate, digital transformation and global supply chain. Before, within the same group, he worked in finance, controlling and M&A.
His appointment is part of a process of strengthening the team by enriching it with professional skills that are fundamental for the development of the company's new business plan, saya a note issued by Geox.
In this perspective, the new CEO will be supported by the newly appointed CFO, Andrea Maldi, who also has a consolidated background in multinational groups and listed companies.
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