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Golden Goose was founded in 2000 by two young Venetian creatives, lovers, and outsiders to the fashion world, who transformed what started out as passion and dedication into what quickly became one of the most successful Italian brands. Their experimentation with shapes and unique, disruptive finishing techniques, which perfectly matched artisanal craftsmanship and Made in Italy manufacturing, have created everyday outfits that combine Italian wearability with an urban vintage flavor, appreciated by both ‘classic’ and ‘fashion’ customers.
Golden Goose has more than 180 stores around the world, a global online presence through its website and shopping app, and various marketplaces and wholesale partners.
Golden Goose is a journey of love, a concept very much present in the brand narrative. That’s the reason why, in 2018, the company decided to launch a shopping app named the “Golden Passport.” This initiative aimed to provide a gateway to the brand’s finest offerings in the digital space.
Golden Goose chose to partner with NewStore in order to build an app with a specific set of capabilities able to drive its customers into a shoppable fashion journey. In line with the brand strategy, this would help Golden Goose captivate its most loyal shoppers by offering them additional content and a steady stream of product drops.
“For a brand like Golden Goose, creating a constant conversation with consumers and brand lovers is the way to grow day by day. The level of customer engagement we see with the Golden Passport App is one of the keys to patiently crafting and nurturing this dialogue.”
— Danilo Piarulli, Chief Consumer Officer, Golden Goose
Brands with successful mobile apps usually focus on exclusivity, loyalty, and personal services. Through the Golden Passport app, the brand has built an exclusive space for shoppers. This exclusivity is achieved through the implementation of app-only features that drive one-of-a-kind and personalized buying experiences.
Golden Goose uses push notifications as its principal touchpoint to directly reach its customers’ lock screens. This allows the brand to directly engage with its shoppers and notify them of limited-edition sneakers and new collections. It also leverages interactive product lookbooks to make brand and editorial content instantly shoppable. Finally, Golden Goose has enriched its app experience with App Extensions, which allows the team to add new features that are seamlessly integrated with its catalog, customer services, and curated editorial content.
With these exclusive features, Golden Goose can guarantee its customers a personalized and engaging shopping app experience. As a result, the Golden Passport app has attracted a loyal audience, leading to a revenue increase of 115% in its first two years. For comparison, that is 2x the performance of its mobile website. On top of that, in-app conversion rates are now more than 3x higher than mobile web, and revenue per app user is nearly 3x greater than mobile web shoppers. App users also do 2x more sessions than mobile web customers.
This incredible tool was created to maximize interactions with Golden Goose’s customers, and the app is now used in 40+ Countries. It has quickly become a community-connector for all Golden lovers around the world.
