Golden Goose’s Growth Initiatives Consist of an Emphasis on Preserving its Famed Star Image

The increase of Golden Goose from budding younger sneaker maker to progressively in-demand from customers


The increase of Golden Goose from budding younger sneaker maker to progressively in-demand from customers global brand name has introduced with it a total slew of copycats aiming to get in on the enchantment of its Superstar. A quick study of the current market reveals a escalating quantity of Steve Madden and Aldo iterations to renditions from digitally-native rapid manner entities, this sort of as Shein and Fashion Nova, all which have anything in widespread: the prominently put star on the side of each of the person footwear, an factor that has become the identifying function that alerts individuals that an usually run-of-the-mill pair of distressed leather sneakers is the item of the Francesca Rinaldo and Alessandro Gallo-launched brand name, Golden Goose.  

The surge in small-price tag lookalikes of Golden Goose’s $400-furthermore Celebrity sneakers comes as the Venice, Italy-headquartered business has been in the midst of possession variations and noteworthy growth initiatives, with very a little bit of the latter coming under the observe of previous Supreme-proprietor Carlyle Group, which acquired the privately-held Golden Goose in 2017 from a team of Ergon Money Associates-led investors. All through its time beneath Carlyle’s umbrella, Golden Goose “expanded from 7 merchants to 90,” MarketWatch asserted previous year, and “increased its range of staff from 100 to 300 folks.” Also on the rise? Once-a-year revenues, which were up from around €50 million in 2014 to practically €200 million in 2018, for each Reuters, with as substantially as 80 percent of those people income coming from exterior of the 21-calendar year-old brand’s native Italy.  

In the most latest convert of occasions, private fairness giant Permira snapped up Golden Goose from Carlyle in February 2020 in a offer that valued the company at $1.4 billion – or nearly 15 periods the company’s earnings (a very similar several as VF Corp. paid when it obtained streetwear “it” brand name Supreme for $2.1 billion in November 2020), and all the though, gross sales are projected to continue to mature, as shoppers shell out for what The Slice identified as “a variety of lowbrow luxury that, evidently, persons want currently.” (Or what Gen-Z TikTok-ers have known as Cheugy.)

It would not be reasonable to believe that none of Golden Goose’s buyers are shopping for its sneakers for the reason that of the aesthetic of the footwear as the Wall Street Journal stated in a March 2016 posting, titled, “The Cult of Golden Goose,” it is “their synthesis of West Coast skater cool and Venetian craftsmanship … the handmade, distressed contact [of the sneakers] that will make them unique, and for kicks supporters, individuality is every thing.” At the similar time, what is probably much more realistically drawing in a larger pool of eager purchasers – and what lets Golden Goose to demand hundreds of bucks for its “status symbol” footwear – is the aura of the buzzy Golden Goose manufacturer, by itself, which is translated to shoppers by way of its trademarks, namely, its identify and its arguably-source-determining star.

Want proof that the star is the takeaway ingredient (even if the sneakers are made by hand)? There is nary an post about the luxury sneaker-maker and its burgeoning accomplishment without a point out of that incredibly emblem. 

With that in mind and specified the benefit tied to brands’ emblems, it is no shock that as component of the greater advancement endeavors that have been underway, Golden Goose – whose organization has expanded to clothing and add-ons, but is however largely created by the eye-watering variety of pairs of expensive Superstar sneakers that it sells just about every calendar year – has been on a quest to develop its portfolio of trademark registrations across the world. This shift aims to increase tools to Golden Goose’s enforcement arsenal (which is especially relevant supplied the increase in copycats) and to incorporate significant value to the corporation, alone. The exercise in amassing formalized protections has coincided with the roll out of new Golden Goose suppliers, its selecting of hundreds of new staff, and its expansion into all set-to-put on, and has observed the model purchase star-centric and phrase mark registrations from trademark workplaces in several nations around the world.

Its global registration-looking for efforts have not occur with a little bit of pushback along the way, nevertheless. Back in August 2017, for occasion, Golden Goose filed a trademark application for registration with the U.S. Patent and Trademark Business (“USPTO”) for a mark consisting of “a tilted five-pointed star with the major point slash off and the tip of the lessen ideal issue minimize off” (pictured above correct) for use on footwear and leather items.

Just over a yr after Golden Goose filed its software in the U.S., Skechers referred to as foul. By way of an opposition proceeding, the Southern California-based mostly footwear brand name sought to block the registration of Golden Goose’s signature star mark on the basis that the “mark is purely ornamental or, alternatively, is merely decorative without acquired distinctiveness and for that reason, does not functionality as a trademark.” Beyond that, Skechers argued that “due to unpoliced, or unsuccessfully policed, 3rd-get together works by using of related marks” to Golden Goose’s star, “the community can not and does not recognize [Golden Goose] as the one supply of the goods claimed in the application,” particularly, footwear and leather products, a different reason why the application should really be tossed out. 

Rapid ahead a number of yrs and the opposition fight concerning Golden Goose and Skechers – the latter of which is featuring up a range of Golden Goose-esque star-adorned models of sneakers of its very own – is continue to underway. (The brand name has since filed applications for registration for the identical mark in Mexico, New Zealand, Spain, Switzerland, France, Italy, and Canada, between other nations around the world, and with the World Mental Residence Corporation, for use on clothes and footwear, with quite a little bit of success.)

In the meantime, Golden Goose has also filed further programs for registration for variations on its signature star layout, which are pending in advance of the USPTO, as properly as an software for the certain placement of its star (pictured over remaining). The mark consists of “a layout of a five-pointed star positioned on the aspect of a shoe,” noting that “the the greater part of the prime stage of the star is slice off wherever the shoe higher satisfies the throat of the shoe, [and] the base suggestion of the star is slash off exactly where the shoe upper fulfills the sole.” Given that the latter mark – which Golden Goose claims it initially began utilizing in 2007 – is far more specific than the typical use of its stylized star on clothes and footwear, and hence, Golden Goose’s legal rights in it are extra confined, it may possibly deal with a lot less pushback from competitors like Skechers. It also has in excess of a 10 years of income of the shoes bearing the trademark to stage to, paired with seemingly a great number of celebrity fans, unsolicited media consideration, and presumably, sizable marketing expenses in furtherance of an argument that people affiliate the mark with a single source.

An open up-and-shut make a difference without oppositions from rival footwear markers is not a assure even for that mark, although. As indicated by the amount of star-adorned footwear popping up in other companies’ choices, it appears to be that just about all people wants in on the enduring charm of the Golden Goose manufacturer and its sneakers.