Doucal’s, the well-known footwear brand, recently marked its 50th year in business with a series of exhibitions in Italy. These exhibitions, held in Milan and Florence, paid tribute to the brand’s iconic loafers and took place in a beautiful Florentine garden. Despite reaching this significant milestone, Doucal’s has managed to maintain its status as a family-owned business, and is currently experiencing steady growth while expanding its presence internationally. Gianni, the CEO and son of the founder, reflected on the rarity of achieving 50 years in business with integrity and honesty.
The exhibition in Florence showcased 10 pairs of shoes from different decades, providing a glimpse into the evolving trends in footwear. One interesting observation was the gradual decrease in heel sizes over the years. Despite these changes, Doucal’s has remained true to its signature aesthetic, which can be described as classy and classic with a contemporary twist. Some notable pieces on display included Chelsea boots from 1973, tasseled loafers from 1983, and striking two-tone spats from 2003. Gianni expressed his desire for these vintage styles to make a comeback, stating that they tell the story of how men’s style and foot sizes have evolved over time.
Through their extensive records, Doucal’s discovered that the average man’s foot has grown longer and wider. Gianni attributes this change to men wearing loose, easy-fit sneakers during their youth. This finding further emphasizes the brand’s commitment to understanding and adapting to the needs of its customers. The exhibition in Florence also highlighted Doucal’s identity as an Italian heritage brand, as visitors had the opportunity to witness the craftsmanship involved in the production of the shoes by young artisans. Many of these artisans come from families with a history of working for Doucal’s, ensuring that the passion for creating exceptional footwear is passed down from generation to generation.
At the prestigious Pitti Uomo fashion fair, Doucal’s secured a prime position, signaling its reputation and influence within the Italian fashion industry. This placement was opposite Brunello Cucinelli, a leading luxury men’s tailoring brand. Doucal’s has previously collaborated with renowned brands like Yohji Yamamoto, Yves Saint Laurent, and Giorgio Armani. However, the brand has now chosen to focus on building its own identity and product, a decision that has proven successful and has allowed Doucal’s to channel its energies effectively.
Currently, Doucal’s has over 1,000 retail clients worldwide, including boutiques in Milan, Paris, and a franchise store in Dubai. The brand recently opened the Dubai store, taking advantage of a market that favors sandals and moccasins. Doucal’s expects a 25% increase in revenues for 2023, following their achievement of €20 million in revenue in 2022. Aside from boutiques, the brand is also exploring opportunities to expand through collaborations with department stores. Gianni strongly believes in the power of physical retail spaces to attract a large customer base and enhance brand visibility. However, he also acknowledges the decline of multi-brand stores as multinational corporations dominate the fashion industry.
As Doucal’s celebrates its 50th anniversary and looks ahead, its commitment to craftsmanship and heritage continue to be the foundation of its success. By staying true to its roots while embracing modern trends, Doucal’s has established itself as a reputable and sought-after footwear brand. With its expanding international reach and dedication to quality, Doucal’s shows no signs of slowing down.
Useful links:
– Doucal’s Official Website
– Doucal’s on Wikipedia
