Rant: Who Is Vince Camuto?

Inside the lid of a Vince Camuto shoebox that houses my metallic wedges.

The Vince Camuto brand baffles me. Many times I have been in a department store and wandered over to a display of classic shoes, bags or watches with edgy details that catch my eye, but every time I see the Vince Camuto label my feelings are suddenly neutralized.

As a consumer who is overly interested in brand identity I cannot get a read on Vince Camuto. If I had to do that old marketing exercise, “If Vince Camuto were a person,” I could not tell you what kind of car he drives or where he shops and I certainly couldn’t tell you how old he is. 

In a retail setting I can never tell where this brand falls in the pecking order of other brands in the respective departments. Should their bags be on the shelf with Betsey Johnson and Nine West? Or featured on a pad like MICHAEL Michael Kors and Marc by Marc Jacobs? The price point suggests the latter; perhaps they should change the name to VINCE [by] Vince Camuto?
They must be a lifestyle brand because they offer a full range of products that can cover men and women alike from head to toe – including scent.

A quick look at their corporate website showed me that Camuto group owns several brands that I love. Interestingly enough half of the brands have a very clear brand identity (Tory Burch, BCBG MAXAZRIA, BCBG GENERATION, and Lucky) and the others lack that same thing (Jessica Simpson, Sanctuary, Arturo Chang and, of course, Vince Camuto).

I like the diverse offering of Vince Camuto’s products; there are stylish satchels for your mom, biker boots for your cool aunt and funky over-sized watches for your on trend little sister. I even own a pair of their shoes, but I wonder if the brand is cohesive enough to survive when the customer has no idea who they are trying to be.

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