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_ Shoes business: Geox’s limited victory
Thing “shoes”. Such a boring category…
Then think Al Bundy. Such a funny shoe salesman… how many shoe salesmen do I know? None. Usually they are either aggressive, either tired by a stressing job, but professionally they seem to be cloned. And yes, the buying cycle is quite long so there are small chances to meet the same person twice. 
When I think about Geox shoes I remember Al Bundy. He is positioned in my mind as the funniest shoe salesman, although he is a TV series character.
While Scholl with its ergonomic but “pharmacy design shoes”, gives reasons to buy disregarding fashion, Geox has a smarter product strategy.
Beside a differentiating reason to buy among shoe brands (“Breathing shoes”), their products have a modern mass-market design.
And although it might not look this way, both brands fight in the same market: foot-health-preoccupied people – and Geox shoes seems to be in advantage due to its powerful single-minded promise.
I think that without changing its products, Scholl’s escape will be a niche were no mass-market shoe producer is interested in going to: medical shoes. It’ll be safe there.
But at the same time, Scholl could expand its dominance in the shoe-deodorant market. And the Germans could sleep tight since Geox set his own barriers to access the shoe-deodorant market when it started claiming breathing technology.
Nice one, Geox. 
We’ll see.
Friday 1 December 2006 - 11:02 AM
Geox is not at all targeting “foot-health-preoccupied people” – but people looking to buy comfortable & performing shoes, the same people that buy Goretex jackets or dedicated running shoes.
It’s not a health approach (as it’s clearly for Scholl), but a ‘gadget’ one. For example, I have a pair of tennis shoes with all kinds of systems “developed from studying tennis players”.
Friday 1 December 2006 - 11:57 AM
Fair point, Radu.
I think it depends how consumers decode the message and how the ladder is built.
Geox does not claim clearly health (it’s not at all appealing), but I think people seek Geox’s comfort because of hygenic reasons (otherwise, why would you need your feet to breath?):
An ACB ladder could be something like this: Breathing shoes (attribute) > Less foot sweating / Less odour (consequences) > Better hygiene > Comfort (benefit) > Worry-free (end-benefit)
Tuesday 5 December 2006 - 9:42 AM
Because it’s an extra-feature that helps you decide on rather an un-features based category.
For me – it could’ve been titanium heel or anything. I call this gadgetising the product.
Take a look at the number of technologies in my tennis shoes – http://www.diadora.com/webapp.diadora.com/webapp.prodotti/fe/tennis/sc heda.do?pid=975
Tuesday 5 December 2006 - 1:31 PM
Yes, take a look that half of Diadora shoes info is on health-related issues from reasons any sport man knows (“Upper: Supreltech-mesh. Lining with special anti-bacteria treatment / Insole: E.V.A. removable with special anti-bacteria treatment.”)
But Geox is a different story, it has only one discriminating attribute: “breathing shoes”, which I think that pulls the “health” trigger.
Anyway, if you play tennis so well that you need those hi-tech shoes I challenge you for a 5 set match.
Thursday 7 December 2006 - 6:25 PM
[...] Vorbeam cu Stefan despre parerea mea privind pozitionarea Geox (cu pantofii care respira) – el spune health, eu spun ca e un extra feature care ajuta la decizia de cumparare intr-o categorie de produse dominata de lipsa featureurilor. [...]
Thursday 7 December 2006 - 6:25 PM
Hey – I said I’m a gadget freak, not a tennis star!
I accept the challenge, because I’m not afraid to lose
Friday 8 December 2006 - 1:26 AM
I promise it will be fun…
With love,
your uncle JTRipper