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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Differentiation Through Intentional Imperfection
- Golden Goose breaks luxury rules by embracing imperfection and co-creation to differentiate itself.
- That unique positioning creates emotional connection and a defensible market niche.
From Trend To Icon
- Alexandre Daillance recounts that friends expected Golden Goose to be a short-lived trend but the sneakers became enduring icons.
- He compares them to classics like the Converse Chuck Taylor and Air Jordan for lasting appeal.
Found Untapped Midpoint In Footwear Market
- Golden Goose exploited a market gap between athletic sneakers and polished luxury footwear.
- The brand created emotional connection by making sneakers handcrafted, imperfect, and customizable.