MEXICO CITY — Mexican-Italian men’s wear brand Scappino has hired Italian Prince Emanuele Filiberto di Savoia to front its fall ad campaign just as it launched a new line of glasses and prepares the rollout of a new fragrance.
As the aspirational luxury brands’ new ambassador, the 44-year-old exiled Prince of Venice will appear in a promotional video, social media and magazine ads across Mexico, where Scappino has 180 points of sale, including corners in the El Palacio de Hierro luxury department store and mid-market chain Liverpool.
Scappino dressed the Italian royal house in the Thirties, so choosing the would-be king Filiberto di Savoia made sense for the label, which sources much of its clothes from handcraft suppliers in Italy, particularly in the Lake Como area, said marketing director Maru Romero.
Founded by Domenico Scappino in 1914, Scappino sells mainly silk ties, dress shirts and suits to men ages 25 to 40. Due to problems during World War II, Mexico’s Orestano family acquired the trademark in the late Thirties to expand it in Mexico but retained its Italian heritage and artisan image.
“We continue to use suppliers in Italy and our creative director Renato Grande is based in Turin,” said Romero, adding that the firm employs 30 people in Italy and 300 in its Mexico City offices. It also employs 800 in Mexican factories.
To boost its expansion, Scappino last week launched a new line of men’s glasses priced at $200. The spring rollout features 10 handmade models in colorful styles inspired by the Italian Alps and made in partnership with Italian supplier Dom Vetro.
The range will sell in select stores across Scappino’s 60-strong stand-alone network. Scappino is also about to launch its third fragrance, called Essere, in coming weeks, Romero said.
The launch comes as the market for upscale fashion is increasing in Mexico, which has a huge and growing aspirational consumer base.
To profit, Scappino will open around five to seven points of sale annually to take its count to 200, Romero revealed, adding that same-store sales will grow 12 percent this year and next. The chain will open a mixture of stand-alone stores (after recently inaugurating shops in Mexico City, Queretaro and Leon) and corners in Liverpool and El Palacio de Hierro, where it operates 90 and 16 shop in shops, respectively.
Priced from $40 for a dress shirt to $600 for its top-line suit, Scappino retails around 20 to 30 percent below archrivals including Salvatore Ferragamo, Hugo Boss and Ermenegildo Zegna, Romero said. “Whenever a mall opens we will consider a store, depending on the commercial space and opportunity available,” she added.
