Cold Call How Italian Luxury Brand Golden Goose Determined Its Next Phase of Growth
Jan 20, 2026
In this conversation, Harvard Business School professor Juan Alcacer and entrepreneur Alexandre Daillance delve into the unique world of Golden Goose, the Italian luxury brand renowned for its unconventional sneakers. They discuss how the brand defies traditional luxury through its embrace of 'perfect imperfection.' The duo also explores the brand's unexpected growth trajectory, the importance of customer co-creation, and the intricate balance between scaling and maintaining craftsmanship. Their insights map out potential pathways for Golden Goose's next chapter, emphasizing strategic geographic expansion.
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Customer Base Skews Female — Strategic Edge
- Golden Goose's customer base skews female due to sneaker silhouette, higher female luxury spend, and female celebrity influence.
- This demographic tilt suggests strong upside in female-focused categories like bags or jewelry.
Exclusivity From Craft And Co-Creation
- Scarcity and customization reinforce exclusivity: handmade production limits supply and co-creation makes each unit unique.
- That uniqueness reduces comparability with mass luxury models and deepens emotional attachment.
CRM Is The Business Backbone
- CRM sits at the core of Golden Goose's strategy, driving store openings, product decisions, and merchandising.
- The feedback loop of friendly sellers, data, and localized actions intensifies loyalty and growth.