Product Innovation in the Global Fashion Industry by Byoungho Jin & Elena Cedrola

Author:Byoungho Jin & Elena Cedrola
Language: eng
Format: epub
Publisher: Palgrave Macmillan US, New York

Communication

Since the beginning, the technology of breathing shoes was the focus of all communication and advertisement to increase consumer awareness of the innovation’s importance, which guarantees a specific functional benefit: maximum comfort of shoes. The advantage of focusing on a single message is twofold: (1) it points out the uniqueness of the Geox product, emphasizing its ability to resolve a problem that other shoe brands do not address, and (2) it makes it possible to use the same message and image to publicize the product all over the world and in all market segments (men, women, kids, dress shoes, leisure shoes), increasing ease in identifying the brand and therefore also its value. Shoe breathability and the benefit of comfort have been conveyed consistently in in-store and other various forms of communication. The tagline, “Geox breathes” or “Geox Respira,” is also used separately in many communication elements, such as some walls inside Geox shops, the cover of shoe boxes (Fig. 3.3) or on shopping bags. Focus on “breathability” reduces the shoes’ perception of fashionableness. All advertisements underline the shoes’ functionality instead of the product’s design.

Fig. 3.3Geox’s tagline translation in a boot package

Source: Photographed by the authors

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