Don’t be fooled by the masculine name of Michael Antonio brand! Behind the two brothers’ name is a brand of women’s shoes well established in the US. “We like to think of ourselves as the fast fashion Zara of shoes,” declared the company’s CEO Michael Su, surrounded by shoes of all sorts of colors, materials and styles.
Michael Antonio’s main customers are well travelled, internet savvy female millennials, living in major metropolitan cities “who want the latest but don’t want to break the bank”, according to Su. The brand does everything it can to interact with its consumers and is very active online, where 50 per cent of its sales take place.
Its main market is the US but it is actively trying to get into new markets including in China, Japan and South East Asia. “We are in the process of signing a contract with a major retailer in China,” Su said.
The company is also diversifying its production, which apart from handcrafted boots made in Mexico, is mostly taking place in China. “We are increasingly looking at Vietnam,” Su disclosed.