Geox's distribution network is one of its main successes, developed according to the respective distribution structure of each country and calibrated to serve a widespread network of multi-brand customers. Furthermore, Geox's marketing technique makes it special as it does not use even celebrity models to market. Geox instead chooses to use product images, which alone emphasize the unique technology of its product. Geox presents itself as an organization based on innovative technologies, research and development. Another factor to which Geox owes its competitive advantage is the group structure, which has helped maintain and expand its impressive distribution network, recognizable brand and quality with the use of third-party manufacturers. Another factor that Geox owes to its competitive advantage is the fact that it is a one-stop shop for families and the fact that its brand is so