In the footwear market of Georgia, few brands stand out quite like Geox, an Italian footwear brand known for its pioneering combination of breathable and waterproof technologies. Since its appearance on the Georgian market in 2007 by ICR, a group representing international brands in footwear, clothing, accessories, furniture, and food establishments in the country, Geox has rapidly gained traction among consumers, thanks in part to its commitment to quality and comfort.
The brand has tailored its product offerings to cater to local preferences, incorporating not just shoes but also stylish bags and jackets. Geox products are available online at www.icrcorp.ge as well as at the Studio Shoe Gallery in Tbilisi, the capital city, and in Batumi, a popular resort city along the Black Sea.
Known for its innovative technologies and commitment to quality, Geox has quickly gained popularity among Georgian consumers and was recently recognized with a Golden Brand award. We sat down with Natalia Ananiashvili, the brand manager of Geox, to discuss the brand’s journey in Georgia, the unique needs of Georgian consumers, and what the future holds for Geox in the country.
Q. In the category “Shoe Brand,” Geox was awarded the Golden Brand. What are the main advantages of the brand that contributed to its success?
A. Geox’s success can be attributed to its innovative technologies, trendy design, and exceptional comfort. The brand consistently adapts to the needs of consumers, offering products that fit modern lifestyles. Geox’s philosophy emphasizes continuous innovation and experimentation, blending creativity, craftsmanship, style, and technology. This approach focuses on attention to detail and aims to create everyday comfort for consumers.
The brand’s core values – comfort, quality, and technology – reflect its global aspirations and demonstrate respect for its customers. Additionally, Geox prioritizes environmental care and community well-being, having committed to sustainable innovation many years ago. This dedication is evident across all areas of the brand and contributes to its ongoing development and leadership in the market.
Q. Geox is an Italian footwear brand that ICR has represented in our country since 2007. How ready was the market to purchase products of this quality and price back then, and how quickly did the brand gain popularity among Georgian consumers?
A. ICR is known for its strategic vision and solutions tailored to consumer needs. The idea of Geox entering Georgia stemmed from this approach. Through market observation and analysis, we identified a demand from consumers for footwear that is comfortable, trendy, high-quality, and technologically innovative. In 2007, high-quality footwear was still a novelty in the Georgian market, although consumers had always shown a strong interest in European, particularly Italian, brands.
It’s important to highlight that Geox offers not only shoes but also excellent bags and innovative jackets. These jackets are notable for their functionality and technologies that offer heat regulation and waterproof properties. The innovative materials used allow the body to breathe, enhancing comfort and protection from inclement weather. Geox jackets adapt well to various climatic conditions, making them suitable for anyone who values both style and comfort.
Thanks to these unique technologies, Geox quickly gained popularity. From the very first year, the brand achieved impressive results, and today it stands as one of the most successful and sought-after brands represented by ICR.
Q. What motivated the brand itself to come Georgia, and how did the ICR adapt the brand’s offerings to the domestic market?
A. Geox became interested in the Georgian market due to ICR’s strong position and development strategy. Our company has decades of experience successfully representing international brands, providing high-quality products and excellent service to our customers. At that time, the brand aimed to expand into new markets, particularly in regions where interest in European brands was increasing.
In adapting the brand to the local market we considered consumer needs and purchasing preferences. We developed a product range specifically tailored for the Georgian market. We concentrated on communication and marketing efforts to familiarize consumers with the brand’s innovative technologies and advantages. This approach enabled Geox to quickly build consumer trust and successfully establish itself in the Georgian market.
Q. The brand is known for its innovative technologies. Can you tell us about this technology and how much it influences consumer choice?
A. Geox’s success can be attributed to its innovative technologies and high-quality materials. The brand’s breathable technology allows shoes and jackets to “breathe,” while their waterproof features protect against excessive moisture. Geox’s special cushioning technologies make walking feel light and comfortable, making them an ideal choice for those with an active lifestyle.
The brand places significant emphasis on orthopedic features, particularly in its children’s collections. Geox children’s shoes are designed to ensure proper foot support and growth, which is crucial for the correct formation of a child’s foot and overall body development. Parents are increasingly attentive to the quality and orthopedic characteristics of their children’s shoes, which contributes to the success of Geox’s collections.
In Georgia more consumers are seeking products that are not only trendy and functional but also beneficial for health. The growing demand for Geox in Georgia indicates that consumers are becoming increasingly focused on quality.
Q. What does winning the Golden Brand Award mean to you, and how do you think this award will impact Geox’s overall image in the eyes of consumers?
A. Winning the Golden Brand Award is truly amazing, as it signifies that so many people view our brand as deserving of this prestigious honor. We are thrilled by this recognition, as it reflects the hard work of our team and our Italian partners.
This award enhances Geox’s credibility and visibility in the Georgian market. It shows consumers that our brand consistently meets their needs and is committed to continuous improvement. This recognition will help increase Geox’s reputation and open up new opportunities in the local market.
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