The shoes are not as good as the old ones, and the dirty sneaker brand worn by Song Zhongji has opened in China.

cheap golden goose
cheap golden goose

If it were not for the close-up of the lens, we would not have noticed that in Song of the Sun, Song Zhongji, who leaned against the hospital wall and waited for Song Huiqiao, wore a pair of old black shoes.

As the national husband wore various styles of this shoe brand in private photos and also appeared on the cover of the Korean version of trendy Bazaar, Golden Goose Deluxe Brand (hereinafter referred to as Golden Goose) became popular , Caused the purchasing boom of fans.

After consolidating the exposure, the brand also laid the foundation for future market expansion. In December 2016, this Italian shoe brand entered the North District of Taikoo Li, Beijing, and opened its first store in China.

cheap golden goose, founded in 2000, is an Italian tide brand with outstanding characteristics in selling sneakers. The founding husband and wife team Alessandro Gallo and Francesca Rinaldo have never studied design seriously, but because of their love for sneakers, the two opened a shoe business in Venice based on their hobbies. In the past ten years, they In the process of dealing with the factory, I continue to learn, from a layman to a professional.

Gallo and cool girl Rinaldo, who show their beards all year round, don’t like to use common sense to make cards. Their design methods are reprocessing old materials, and the later cuts and craftsmanship standards fully meet the high requirements of modern people. As we all know, Italian shoemaking technology is the top match of the fashion industry, which gives Golden Goose the possibility of positioning high-end. With the labels of “manual processing”, “not exactly the same two pairs of shoes”, “old workmanship” and other tags, the price of a pair of Golden Goose can easily reach more than 3,000 yuan.

This positioning allows Golden Goose to have a wider image conversion space. It is not a niche product, different from pull-back sneakers, not a sports brand, and different from Converse. Therefore, when entering the fashion field, Golden Goose ’s resistance was relatively It is relatively small. Its stores can be surrounded by Vera Wang and Paul Smith, and on fashion e-commerce companies such as Farfetch and Barneys New York, it is also classified as “Luxury Fashion”.

It is precisely because of its special image that Golden Goose has been on its way to attract consumers. But when it comes to why people are pursuing this dirty sneaker, it is not so tenable by design. Although the production process of Golden Goose actually went through waxing, brushing and other processes, not artificial wear, but some consumers still said that they could not accept this dirty feeling.

In fact, Golden Goose has many hidden selling points, one of which is the internal increase setting. Compared to the blatant heightening shoes that were popular a few years ago, the increase in Golden Goose is not visible from the outside. At the same time, Golden Goose also has many old shoes, rich styles, and occasionally limited editions. For example, just a week ago, Golden Goose launched the 1000 pairs of superstar capsule series at the Pitti Uomo men’s clothing exhibition at the Stazione Leopolda Center in Florence. This series is inspired by skateboarding, and the patterns and text on the shoes are hand-painted.

And its business strategy has also entered a good environment. For a long time, Golden Goose has actively developed a complete product line. Now it has ready-to-wear, accessories, sports shoes, children’s shoes, etc., and dirty sneakers are new products in recent years. At the same time, Golden Goose obviously wants to move towards a wider international market. In 2016, it entered the UK for the first time, and then plans to continue to open stores in Tokyo, Seoul, Milan and other places.

In order to complement new products and marketing, star marketing has now become an important strategy for Golden Goose. Like Jimmy Choo, the Japanese and South Korean entertainment industry has been proven to be effective for the entire East Asian market. In fact, many Korean stars have already passed through Golden Goose long before Song Zhongji. A few years ago, Faye Wong also wore a golden version of Golden Goose at the “Hurry That Year” press conference. In 2015, “Where is Dad?” Stars such as Yang Mi have already been popular on Weibo for wearing star shoes. These star effects have guided consumption. As early as 2014, Roberta Benaglia, CEO of DGPA SGR, an Italian fund that controls Golden Goose, said in an interview with WWD, “Golden Goose plans to open a store in Hong Kong subsequently because there is a lot of Chinese consumption. Everyone goes to Golden Goose in South Korea for consumption. “

In order to attract Chinese customers, the Golden Goose store in Taikoo Li Sanlitun will also sell 50 pairs of limited-edition retro shoes, Golden Goose Deluxe BrandX Swarovski co-branded and other special products. The brand did not hide its ambition to attract more consumers.

Suddenly adopting such an aggressive strategy is, on the one hand, the inevitable result of the simultaneous maturity of brands and emerging markets, and on the other hand, the promotion of capital behind the scenes. In recent years, there have been more promoters behind Golden Goose, most of them from various private equity funds.

Golden Goose’s current CEO is Roberta Benaglia, a private equity fund with a minority stake in Style Capital. In May 2015, the investment company Ergon Capital Partners III announced the acquisition of 75% of Golden Goose from the Italian private equity fund DGPA for 80 million euros. Benaglia was able to retain the position of CEO in this transfer. It is design and creative business.

After the acquisition, the Ergon Capital team is optimistic about Golden Goose going international. Its operating partner Emanuele Lembo once said: “Golden Goose is already a successful case, and we believe that we can promote this model to a wider range.” And Ergon’s partner Riccardo Collini also said: “It has a very unique position and is attractive in the niche luxury sports shoes field. It is a perfect combination of trend, market and craftsmanship, and consumers are willing to pay.
And just last Thursday, according to Drapers, Carlyle Investment Group announced that it will acquire Golden Goose shares, and the specific transaction will be closed at the end of March. Carlyle has previously invested in many fashion brands, including Moncler, TwinSet Simona Barbieri, Hunkemoller, etc., as well as Shenzhen brand Goris, which we reported before, also received Carlyle’s 150 million yuan investment in 2009.

The signing of the agreement this time was the private equity Ergon who joined Golden Goose more than a year ago. It can be seen that the fashion brand gold owners have a lot of liquidity. If we study in depth, it will definitely involve us many times in the past The proposition to be discussed is, “Does private equity that values ​​short-term returns really stand on the brand side?” Regardless of the conclusion, Golden Goose’s accelerated expansion is certain, which is in line with investor demand. In 2016, Golden Goose’s revenue was 100 million Euros, of which overseas markets outside Italy contributed 60%. Globally, it has 8 directly-operated stores, and has entered 700 independent buyer and franchise stores.