Who is Vince Camuto?

Vince who?

That would likely be shoppers’ reaction on seeing the signage of the Vince Camuto boutique, which opens its first outpost at Shangri-La Plaza Mall this weekend.

While Vince Camuto the man is well known to insiders in the American footwear and fashion industry, his name is largely unknown to regular consumers. People will, however, be quite familiar with brands he has created, among them Nine West, which he cofounded in 1978 and where he served as the Nine West Group’s creative director and, later, chief executive.

After the Nine West Group was sold, Camuto set up his own eponymous company in 2001, servicing 4,500 of global retailers and with his design, marketing and production and sourcing expertise. Later he became master licensee of such brands as Tory Burch, Jessica Simpson, Banana Republic, BCBG, Lucky Brand Jeans, among many others.

In 2005, he launched his namesake footwear label that, six years hence, has become a lifestyle brand that includes apparel, handbags, eyewear, jewelry, fragrance and other accessories. In 2010, sales of his footwear grew 55 percent.

Unique mixture

Louise Camuto, the New York-born Vince’s wife, is the brand’s creative director.

“We saw a white space in the marketplace for a unique mixture of quality, trend and price,” Camuto wrote in an e-mail. “Our customers relate to the authenticity of the brand and wanted more than just footwear and accessories, they wanted to buy into the entire lifestyle. We’re sophisticated but still accessible, and women respond to that… The crest is my real family crest,” he says of the brand’s seal, which he found in his father’s Italian hometown of Genoa.

It’s used as a medallion in bags, for instance, adding a luxe feel to the merchandise.

“My passion is in footwear, but we want to dress the whole woman and give her the chance to obtain real style.”

Vince Camuto is under the “Designer and Contemporary” category, its founder explains, which means it’s priced higher than fast-fashion labels like Zara. Its core market is the age 25-45 bracket, many of whom are on-trend and also want affordability in their fashion purchases.

“My philosophy is,  ‘we are freeing the modern woman. We are giving her the chance to obtain real style,” Camuto said in explaining the “Vince Camuto lifestyle” he touts. “Our customer seeks versatility in product, from day to night, week to weekend, but will never compromise on style or quality.”

Personal appearances

Camuto makes it a point to make personal appearances at retail outposts to underscore that there’s “an actual man behind the brand.”

“I started my career selling on the shoe floor, and I love going back,” he said. “It is great to meet my customers all across the country and see their excitement over the product. It is contagious and inspiring. It is what drives the whole business. We’ve had a busy schedule of appearances here in the US this year, but I would like to travel internationally in the next few years, perhaps a stop in the Philippines is in my future!”

Stores Specialists Inc. is the exclusive distributor of Vince Camuto in the Philippines. On a recent chat with Elizabeth Quiambao, SSI general manager, she expressed excitement over the opening of the first store. “Have you seen their products? They’re beautiful!” she said.

If they’re as good as Quiambao described them, it won’t be long before consumers quit asking, “Vince who?”