Ms Nita K, director of Vincitore (meaning ‘winner’ in Italian) Shoes, is no newbie to men’s shoes – she started her career in her father’s shoe business and began learning its ins and outs at age 18.
With more than 20 years of experience in retail operations management and having worked with prestigious brands like the Goldheart Jewellery and Victoria’s Secret, she returned to her passion and opened Vincitore Shoes’ first outlet in Singapore in 2015. “I have always been passionate about the way a man looks and dresses,” she says, “and shoes add the finishing touch.”
With the knowledge gained from her diploma in shoemaking and design from Singapore’s TAFTC (The Academy of Fashion Professions), Ms Nita is confident of designing quality shoes valued by customers. Yet, at the same time, she is aware that succeeding in retail goes beyond having quality products – businesses also have to invest in branding to ensure sustainable business growth.
Elaborating on this she says, “Branding is important to us – not only to gain visibility and traction in Singapore’s tight retail market where consumers tend to be brand conscious; but also to ensure that the time and resources spent on developing the business is headed in the right direction.”
Having recently embarked on a branding project for Vincitore with support from Enterprise Singapore’s Capability Development Grant, Ms Nita shares her key learnings from her branding journey so far: