Home to a myriad of brands, Level Shoes has always onboarded the best in the industry and this time was no different.
This week, Golden Goose shared the opening of its new innovative Concept store at Level Shoes, the world’s largest luxury shoe gallery, located in downtown Dubai. This unique co-action retail space carefully echoes Golden Goose’s history.
This new Concept store solidifies Golden Goose’s leadership in the world of REPAIR, enhancing its repairing services and expanding its skillful know-how beyond the sneaker category. Each visit to the store entails, an artisanal laboratory captures clients’ attention with an exceptional display of formal shoes, heels, and bags
“Golden Goose has never aimed to be a trend, but an iconic brand that people love and want to keep with them throughout the years. Our shoes are part of their journey,” says Silvio Campara, CEO of Golden Goose..
By adding to this groundbreaking move, Golden Goose also introduced its latest “As Unique As You” bag collection, which goes back in time to a bygone era with elements from the ‘70s and ‘80s.
To understand more about the brand, Emirates Woman spoke to Campara on how it all began.
Given your extensive experience in the fashion industry, particularly with Alexander McQueen and Giorgio Armani, how has your background influenced your approach to leading Golden Goose?
I consider myself very lucky to have begun my journey in the fashion industry at Alexander McQueen, where I was one of the early members when the company had only 30 employees. A crucial aspect for me was grasping the significance of a brand’s narrative for the consumer; products not just to wear, but to tell a story. At Giorgio Armani, I learned the importance of business scalability, understanding how to bring the narrative to the widest possible audience. Both experiences helped me comprehend that the world was undergoing a transformation. In this evolving landscape, Golden Goose provided me with the opportunity to interpret a new sensibility of a society that had completely changed, allowing me to shift the brand’s focus from desire to consumer and from product to sentiment. Not being design-focused, but rather consumer-obsessed.
With Golden Goose achieving a turnover of over €500M in 2022 under your leadership, could you highlight some key milestones or initiatives that significantly contributed to this remarkable growth? Could you elaborate on the strategies you implemented to contribute to the significant sales improvements and the establishment of the Golden Goose retail network, ultimately shaping the luxury sneakers trend globally?
While desirability is everything for fashion, love has always been Golden Goose’s signature. Golden Goose has always been a love brand. Our customers love our products and feel highly engaged through the physical touchpoints, our stores. Our strategy has always been consumer centric. We love to engage with clients through the highest-quality products, but also allowing them to put their last mile into each product. Through our skilled artisans, the Sneakers Makers, clients can co-create on each product and make it truly one-of-a-kind. This was definitely the biggest achievement for us.
As a key player in Sundek’s retail expansion and an investor in Golden Goose since 2013, how do you navigate the balance between investment strategies and maintaining the brand’s unique identity and positioning in the market?
It’s all about creating value. The key is to adapt the strategy based on market feedback rather than transactional outcomes, with a keen eye on long-term success. Numerical outcomes will naturally follow. For me, creating value means adhering to these principles, and it’s a commitment I invest in every day of my professional life.
Your involvement in various luxury panels indicates your thought leadership in the industry. How do you see the future of luxury brands evolving, especially in the context of the global market?
The paradigm of luxury is undergoing a radical transformation. Previously, luxury was intricately tied to scarcity, synonymous with exclusivity and high price. These elements were strategically employed to craft an exclusive narrative. However, in contemporary times, luxury retains its connotation of scarcity, but the essence has evolved from limited to Younique, from expensive to meaningful. This transformation has instilled an inclusive sentiment, capable of fostering a sense of community. The shift is from mere desire to profound sentiment, from exclusivity to inclusivity, and from seasonality to timelessness.
The entry of Permira and your appointment as CEO marked a pivotal moment for Golden Goose. How has this change influenced the brand’s growth objectives and global positioning as a luxury player?
Permira has played a pivotal role as a strategic partner for Golden Goose. It is noteworthy to mention that Permira acquired GG shortly before the onset of the COVID-19 pandemic. Their profound grasp of our commitment to branding, prioritizing it over immediate monetization, has proven instrumental in doubling the company’s growth in the subsequent two years. A significant milestone in our collaborative efforts has been the successful integration and scaling of sustainability initiatives, which stands out as a key accomplishment that we have collectively pursued and expanded upon.
Golden Goose has become synonymous with luxury sneakers. How do you maintain the brand’s authenticity and relevance in a market where trends evolve rapidly, especially in the realm of footwear? As a seasoned speaker in luxury summits, what key insights or trends do you believe are crucial for leaders in the fashion industry to be aware of in the coming years?
Fashion will always be dependent on trends with the aim of changing and revolutionizing collections every season. Golden Goose has never aimed to be a trend, but an iconic brand that people love and want to keep with them throughout the years. Our shoes are part of their journey. Our ultimate goal is to connect to the values which link us to our customers. I would definitely recommend to each brand to cultivate and nurture values.
Can you elaborate on any exclusive products or collections that will be available at the Level Shoes store, setting it apart from other locations?
In a groundbreaking move at Level Shoes we introduced our latest “As Unique As You” collection, a new range of bags reflecting personal evolution through a highly customizable product and experience. Each bag in this collection tells a unique story, capturing moments and emotions. Currently the bags are available only in 4 stores globally and one of them is our store located at Level Shoes. For the first time, we also exclusively showcase at our Level Shoes Duabi Store, a curated selection of vintage men’s and women’s watches from the ’60s and ’70, displayed in a dedicated area that highlights the collaboration with Bernardini Milano.
In what ways does the partnership with Level Shoes align with Golden Goose’s commitment to innovation and a forward-thinking retail approach?
Level Shoes has always been best in class at what they do, highly innovative and deeply connected to their costumers by offering top-notch products and services. Golden Goose has always aimed for the same. What we did with the repairing services was truly innovative, so we partnered at creating something unique and which was resonating with their market and customers.
How do you envision the collaboration with Level Shoes contributing to the overall growth and identity of Golden Goose? Considering the global market, what role does Level Shoes play in Golden Goose’s strategic expansion plans?
Level Shoes is the perfect place to showcase a new level of experience, through our innovative services like the repair, and to celebrate new levels of Co-Creation. The new store is a place where clients can indulge in a unique personalization experience with the DREAM MAKERS, Golden Goose’s skilled artisans. This experience reaches new heights now introducing new crystal studs, special charms, heat-seal crystals, unique crystal fabrics, anklets and laces co-dreamed with Swarovski, along with exclusive limited-edition sneakers drenched in Swarovski crystals. Various treatments, such as distressing, embroidery, and hand-painted drawings, allow clients to create unique, one-of-a-kind items. The store also presents a Bespoke program for sneakers, where clients can work directly with the brand’s Cobblers to create a pair of sneakers from scratch, choosing from unlimited possibilities. In a groundbreaking move, Golden Goose introduces its latest “As Unique As You” collection, a new range of bags reflecting personal evolution through a highly customisable product and experience. Each bag in this collection tells a unique story, capturing moments and emotions. From the sleek and refined Venezia to the timeless Gioia, each bag is a testament to individuality. The collection also includes bold and exclusive styles fully drenched in crystals or in ostrich leather, exclusively available at this store. For the first time, a curated selection of vintage men’s and women’s watches from the ’60s and ’70s is showcased in Level Shoes Dubai store. Displayed in ten cases along with vintage advertisements explaining the inspiration and mechanisms behind them, this area highlights the collaboration with Bernardini Milano. Rooted in Italy with a 42-year heritage, Bernardini Milano curates high-end vintage wristwatches and antique jewelry. This collaboration exemplifies a joint commitment to Italian mastery and heritage preservation.
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