On December 8, the Italian brand GoldenGooseDeluxeBrand (hereinafter referred to as GoldenGoose), which is famous for its “dirty sneakers,” opened its store in Beijing. This is its first store in China, and it is also a flagship store. The address was selected in the North District where Sanlitun Taikoo Li luxury goods are gathered. Korean eyewear brand GentleMonster.
In 2000, Venice couples AlessandroGallo and Francesca Rinaldo founded GoldenGoose. Although its most successful product today is the “dirty sneakers” designed by Converse, it is not a brand that only makes sneakers.cheap golden goose
In fact, in the 15 years from its inception to the present, its products are quite complete, ranging from ready-to-wear, to bags and shoes (including boots). The “dirty sneakers” that make it a global sight, that is, the casual shoe series, are actually new product lines developed in 2007.
But now, the shoes have become the highlight of GoldenGoose. GoldenGoose also started making children’s shoes in 2009.
In Beijing’s flagship store, shoes are obviously something that GoldenGoose wants to focus on selling to Chinese consumers. The store is divided into two floors, the first floor is mainly for women’s products, the second floor is mainly for men’s products, but sneakers are displayed on both floors. On the opening day, GoldenGoose launched 50 pairs of limited edition sneakers designed for the Chinese market. The design of the upper is inspired by Italian three-dimensional gravel and has always been like vintage white. In addition, GoldenGoose also deliberately brought the co-branded models from the previous two years with Swarovski and put them in the store.
In fact, the products displayed at the store opening that night were mainly previews made for the media. Although it has only 15 years of history, GoldenGoose still displays the items currently on the market with the theme of “Now, Past and Future”. The early summer series will have about 30 GoldenGoose historical collections. In order to distinguish them from other vintage products on site, these historical collections are labeled with the word “Vintage” in red.
“GoldenGoose has an archive in Milan, and this time the Beijing store opened, the designer’s 15-year collection was airlifted from Milan.” Cai Yayun, who is responsible for GoldenGoose’s work in the Chinese market, told us.
Just in June of this year, GoldenGoose just opened its first UK store on Dover Street in Mayfair, London. Before that, it had 22 stores worldwide. In December 2004, GoldenGoose announced annual sales of $ 58.7 million, a 35% increase over the same period in 2013. In 2016, its estimated revenue was more than $ 113 million.
At that time, GoldenGoose’s plan was to open stores in Tokyo and Seoul subsequently. Italy is the largest market for GoldenGoose, with sales accounting for 45% of its total sales, but it has always regarded Japan and South Korea as important markets after Italy.
In fact, the Korean market is not as simple as the role of consumers for GoldenGoose. Chinese consumers know that “dirty sneakers” are because of Korean stars who wear “dirty sneakers”, such as Lee Min-ho, Lim Yun-e, and Song Zhongji. Their cognition and enthusiasm reached a climax when Song Zhongji appeared in “Descendants of the Sun” last year.
“We are very honored that GoldenGoose has the support of global stars from the United States, Europe, and Asia. I have to acknowledge the enthusiasm of Korean stars for GoldenGoose. Song Zhongji is our special friend. It’s an agreement, “SilvioCampara, chief commercial officer of GoldenGoose, told us. Previously, he was responsible for sales for Alexander McQueen and Armani.
In 2014, Roberta Benaglia, CEO of DGPASGR, an Italian fund that controls GoldenGoose, said in an interview with WWD, “GoldenGoose plans to open stores in Hong Kong subsequently, because many Chinese consumers go to GoldenGoose in South Korea to spend.
In the words of Cai Yayun, “Many Chinese consumers buy shoes on their behalf, and those who go directly to Italy to buy shoes make GoldenGoose feel the Chinese enthusiasm.”
Shanghai will be the next place for GoldenGoose to open a store, and the store will still be selected in the luxury shopping district-Hang Lung Plaza.
“As a global luxury brand, GoldenGoose sees the potential of the Chinese market. Beijing is the center of Chinese culture, so GoldenGoose is the perfect place to start the Chinese story,” SilvioCampara said.