After building a solid business in men’s footwear, Milan-based direct-to-consumer shoe brand Velasca is ready to tackle ready to wear.
Overall, the first collection includes 200 items, divided into five categories to offer a total look: outerwear, knitwear, shirts and T-shirts, sweatshirts and pants.
“For sure it will be a mix of three forces: our e-commerce; the opening of new stores dedicated to this new format, and a revamp of existing units,” added the cofounder, who was aptly Zooming from a store in Brescia “to see if we have enough space to do exactly this” and accommodate the ready-to-wear line.At the moment, Velasca has 19 points of sales, 16 of which are stand-alone stores.
“At the moment, this is proving to be a winning strategy. The idea is to customize the experience and communication based on the target,” Sebastio said.While a women’s apparel line is not on the agenda for the near future, the cofounder said the brand will continue to invest in the growth of the women’s footwear line — and build a strong database as for men’s — as well as focus on the global growth of the brand.
“The U.S. has potential too, for sure. We’re just in New York and this city alone could easily welcome two other Velasca stores. And so does Paris, with all its different neighborhoods,” he added.While Velasca built a name for itself in men’s footwear mainly thanks to high-quality formal shoe styles at affordable prices spanning on average from 180 euros to 320 euros, the women’s offering is more casual.
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