Massimo Donda’s recent book Al Piedi del Successo – La Calzatura, il Consumatore, il Mercato is now available in English. At the feet of success – the shoe, the consumer, the market contains three forewords. One is by Carlo Sangalli, president of the Italian trade confederation Confcommercio which represents 800,000 trade firms in Italy. Another is by Mario Moretti Polegato, president of Geox, and the final one is by Peter T Mangione, president of FDRA, Footwear Distributors and Retailers of America.

In cooperation with journalist Andrea Guolo, Donda gathered stories from sixteen enterprises looking at both their beginnings and their achievements. The concept was to look at four high-end shoemakers: Fratelli Rossetti, Rene Caovilla, Casadei and Moreschi; one from the comfort sector: Melluso; and two representing the casual market: Lumberjack and Frau.

Three companies are present in the sports sector: Fila, Diadora and Superga; three are large volume: Olip, Manas, De Fonseca; one is trendy: Fornari; and the final two specialise in children’s shoes: Primigi, and Siport/Barbie.

The book analyses the various issues confronting the footwear industry, not just through the sixteen success stories emanating from productive enterprises but also from the consumer’s point of view and that of the retail sector.

The aim of the book is to show, backed by statistics and analyses, the significant trends which have led and can lead to the success of a company. The objective is to transmit to the reader the passion which footwear creators bring to their designs and the choices they make.