9.15.14 Footwearnews.com

September 15, 2014
NEW YORK — After ramping
up its fashion focus for
spring ’14, Lucchese is going a
step further for next season.
For spring ’15, the brand, in
collaboration with designer
Frank Zambrelli, is debuting 32
upscale styles, half of which
come from the 2014 line.
Booties have been a success for
the brand and are featured
prominently, in addition to
new kitten-heeled pumps and
exotic-skin boots. For men,
Lucchese is also expanding its
Fausto loafer collection, which
was its top seller.
The new women’s line is priced
from $695 to $5,750, while the
men’s collection retails at $625
to $5,750. (Styles will be
produced in both Italy and El Paso, Texas.)
As part of the push, the brand is putting the high-end pieces front and
center in its retail locations, introducing women’s handbags and
partnering with young, trendy brand ambassadors.
September 15, 2014
“Western boots will always be a part of the brand and our history, but at
the same time we’re ready to expand the reach of the brand with the
fashion footwear collection as well,” said William Zeitz, EVP of
marketing and creative director. “Customers were asking us for more
than boots [to suit their lifestyles].”
Over the past year, the brand created an e-commerce site, introduced
its first glossy-print advertising campaign and launched the fashion
collection at retailers such as Net-a-porter.com, Gregory’s and Fred
Segal Feet in Los Angeles, Stanley Korshak in Dallas and Kemo Sabe in
Colorado.
Though specialty boutiques have provided an opportunity for the brand
to get in front of new clients, the company is also extensively renovating
its own retail stores and planning new ones for the near future.
Lucchese recently redesigned its San Antonio unit for a more
sophisticated, contemporary shopping experience, and will open its first
Houston location in November this year.
The brand’s own retail spots will be significant for the launch of the new
handbag collection this fall. Taking a cue from the label’s equestrian
roots and exotic-skin expertise of the brand, Lucchese launched
women’s handbags in late August in its own stores. The tight collection
of fashion clutches, saddle-inspired cross-body bags and an alligatorskin shoulder bag run the gamut from $900 to $12,000 and are
handmade in Italy.
“It’s a crucial part of the fashion story. The handbags are a key revenue
opportunity for the brand but also allows us to communicate more
about the brand’s attributes and styling and bringing in details with
hardware and exotic skins,” Zeitz said.
The firm has also been able to connect with new consumers by teaming
up with key influencers.
September 15, 2014
For the spring launch, the brand partnered with Pink Peonies blogger
Rachel Parcell and most recently tapped Dallas-based Jane Aldridge of
Sea of Shoes. Zeitz said this effort has been effective. “The boot [Rachel]
picked and featured on the blog had a direct impact on sales. With Sea
of Shoes, we’re seeing the same thing. The shoes Jane selected drives
business to the website,” Zeitz said.
For Aldridge, it’s been a beneficial partnership. “When Lucchese came
to me, I was so excited to work with them because they are from Texas,
and I love to celebrate my heritage and don’t always get to work with
homegrown brands on my own turf,” she said.
A clutch for fall