The women’s footwear will focus on high-tech construction, luxe design and detailing and accessible price points: $200 to $500.
Pique is set to debut at the brand’s new Manhattan showroom during FFANY next week, and the company is targeting specialty retailers and high-end department stores.
Marzaro said it’s an opportune time to unveil the line — 80 styles of sleek-yet-playful high heels and boots in colors from muted gray to bold magenta, in a variety of leathers and some exotic reptile skins, all with a slightly nostalgic aesthetic.
“The world has gone through a few years of recession and economic turmoil,” he added. “Customers are looking for signs of optimism and creativity—they are looking for something new.”
Marzaro said that fit and wearability—specifically a patented insole called IQ—is a primary focus for Pique, which is manufactured in China with components from Italy.
But comfort won’t be pushed as a key feature when it comes to marketing. “Instead, we believe that the technology should be a surprise element,” Marzaro said. “The customer [will] discover the benefits and spread the news.”
Word-of-mouth and social media is at the core of Pique’s brand-building plans, as its target customer is “young and edgy and lives on communication and technology,” according to Marzaro. “We will create the message, she will be the carrier.”