Golden Goose vs. Veja: A Tale of Branding, Values, and Consumer Appeal

Golden Goose

is a luxury Italian brand that is known for its “vintage and handmade” shoes due to its special designs and style.

Segmentation

• Geographic: Modern Cities with luxury markets like Dubai
• Demographic: Woman – Man – Kids – high income and middle to upper class
• Behavioural: People who prefer luxury brands with unusual style (purchasing style)
• Psychographic: People who care about style and difference

Targeting

• Customers who want a different experience from luxury shoes (innovative designs)

Positioning

• Its products resonate with customers who value creativity, individuality, and storytelling in their purchases.

4P

• Product: Luxury shoes with special designs that are produced by hand. Focusing on high quality, premium raw materials, and hand-stitched details
• Price: Premium Pricing (Justifying the high price through craftsmanship and unique design)
• Place: Exclusive stores in big cities and luxury fashion markets
• Promotion: Storytelling about the production process and handmade products

Veja

is a French footwear brand. The brand is globally recognized for its commitment to sustainability, ethical practices, and transparency. Veja blends minimalist, timeless designs with eco- friendly materials.

Segmentation

• Geographic: Metropolitan cities with established markets for sustainable and premium products
• Demographic: Both men and women. Educated individuals who are more likely to value sustainability and ethical production
• Behavioural: High loyalty among eco-conscious buyers due to Veja’s commitment to its values.
• Psychographic: Environmentally conscious consumers who prefer products aligned with their values

Targeting

• Ethical Consumers: Actively seek brands that align with their personal values of social responsibility
• Positioning: The brand emphasizes fair trade and ethical labor practices, ensuring its products are as kind to people as they are to the planet

4P

• Product: Veja sneakers are made from eco-friendly materials like organic cotton, wild rubber from the Amazon, and recycled plastic bottles. Vegan and non-vegan options.
• Price: Premium Pricing: Positioned as an affordable luxury, Veja’s products are priced higher than mass-market sneakers ( Nike, Adidas) but lower than designer brands ( Balenciaga ).
• Place: Focused on Europe and North America, with growing recognition in Asia and South America.
• Promotion: Relies heavily on customer advocacy and organic growth

Golden Goose and Veja As competitors

• Golden Goose Strength
  • Distressed Look style which is making difference in the market . Presence in luxury stores. Customer Loyalty
• Golden Goose weakness
  • Limited product
  • Particular style dependency High Price
• Veja Strength
  • Use of recycled materials. Natural rubber and organic cotton Sustainable fashion
  • Focus on environmental values
• Veja Weakness:
  • High Price Limited products
  • Brand Awareness

Strategic Response for Golden goose

Offering more affordable products such as limited collections

Celebrate loyalty milestones (Up to 5 years with the brand) by offering exclusive or collectible items. Using the same specific design strategy in new products to attract more diverse customers

As my own experience, one of the reasons which makes me fan of this brand is making a value in their customers. Also it makes a good sense to customers when they can see their production workshop in the branch like how they are making their shoes, repairing etc…

There are a lot of pictures they shared in their branches which shows their special customer who directly ordered their shoes from Italy under their own name and their own design which is making this brand unique.