geox

Geox, c'est un véritable cas d'école, une success-story contre toute attente tant son concept de « chaussure qui respire » ne véhiculait pas la moindre once de glamour à son lancement, en 1995. A l'époque, ce slogan de Mario Moretti Polegato faisait même sourire toute la profession. Volubile et obstiné, cet Italien était convaincu, envers et contre tous, de la valeur ajoutée de son invention. A savoir : une semelle perforée de milliers de trous qui facilitent l'évacuation de la transpiration sans laisser pénétrer l'humidité extérieure. Pendant les mois qui ont précédé le lancement de Geox, il s'est personnellement investi dans son amélioration, affrontant les pires conditions climatiques. Du coup, ces chaussures Geox tiennent d'emblée leur promesse publicitaire. Très vite, il y a aussi la satisfaction des clients qui génère un formidable bouche à oreille et amplifie le buzz.

Des progrès en style
Plus qu'une idée de génie, Mario Moretti Polegato a eu du flair. « Dans le métier de la chaussure, explique-t-il, on a cette fâcheuse manie de négliger le confort. Pour une majorité de marques, l'important est de suivre les dernières modes, d'avoir de l'allure, quitte à oublier qu'une chaussure n'est pas un vêtement. C'est elle qui porte votre corps, et non l'inverse ! » Ce travers de la profession continue de faire son succès, sans pour autant lui interdire le style. Depuis quelques saisons, Geox s'efforce même de progresser en proposant des modèles plus citadins.
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