Forging a legacy: Interview with Luxury Lab

1 July 2023

Mexican brands have an increasing presence in the international fashion scene, which fills us with pride, but also lets us see that we have a great responsibility. Consumer demand for luxury products is growing — in Latin America, Mexico is the main buyer — so it is our duty to offer durable, high-quality products and promote good environmental practices, especially in the world. of fashion.

Jorge Romero and Sabrina Herrera pose with Abelardo Marcondes, CEO of LuxuryLab Global

This premise is part of the vision of the 12th edition of LuxuryLab Global with its theme "Inclusive exclusivity" , where it was stated that luxury brands are at the ideal moment to become agents of social transformation, making use of their influence and cultural power to open the conversation towards behavioral change.

The LuxuryLab forums have become the pinnacle of lifestyle, luxury and travel; which are attended by very important personalities who belong to these sectors and share their stories, experiences and contributions to them.

In this latest edition, held on June 20, Regina Romero was one of the brands selected to participate with the theme "Forging a legacy . " As part of the vision of this event, and being a brand that has a great history and always offers luxury and high quality, we had the honor of giving a brief, but powerful interview. Our moderator was Daniela Magún, Mexican presenter and singer.

Daniela Magún dressed our Pia Glam model . Photos Who Magazine

I attended this event accompanied by Sabrina Herrera Aspra, our director of marketing, communication and strategies. They asked both of us two key questions, with which we showed the importance of Regina Romero in Mexican fashion, her path and, of course, her legacy. It is an honor to share them with you.

Sabrina Herrera Aspra and, next to it, the model that bears her name

I. What is the story behind Regina Romero?

JR : The story behind the brand begins with its founder, Regina Calzada Casanova. Born in Tabasco, she moved to Mexico City at age 16 and quickly became involved in the world of fashion and design. She was always independent, modern and enterprising, with a passion for good taste and fashion, so she very soon developed a clear vision of the needs and dreams of Mexican women.

In 1973, Regina and her husband Carlos Romero Huxley decided to venture into the manufacture of women's footwear. After more than 10 years of experience, the Regina Romero brand was launched in 1984 with its historic store in Presidente Masaryk in Mexico City.

Regina Romero's vision was always based on offering footwear for today's Mexican woman, with contemporary and timeless designs, manufactured with European quality standards. In addition, the brand was concerned with promoting the development of national suppliers that met high international quality standards, thus contributing to the evolution of the footwear industry in Mexico. Over the years, Regina Romero established itself as an iconic brand in the country.

model regina pump 75

Finally, in 2015, I met Sabrina Herrera and we decided to venture into online commerce. There began the new era of digitalization and marketing of the brand.

II. How has the brand evolved and adapted over the years to remain relevant in the luxury market?

SHA : The brand was born in 1984 as a response to a very clear need in Mexico: to design and manufacture quality shoes for the national market. It is Regina Romero (through Jorge Romero) who brings the Italian school of shoe making to Mexico. This involves approximately 80 to 100 processes that require very specific machinery and tools and a high level of craftsmanship.

The brand had, from its origin, a very clear essence that became its DNA: exclusive, revolutionary, tasteful, timeless, elegant designs, created on very comfortable lasts, with top-quality materials and very high-quality manufacturing.

When I joined the brand in 2017 and began to get to know its history, its ups and downs, I discovered something that seems to me to be what answers your question: no matter the scenario, whether prosperous or adverse, the fundamental thing is Don't give up quality. Even in times of crisis, Regina Romero has decided to stay true to her essence, like some of the big international fashion houses, but few brands worldwide.

astra model

III. What is the vision for the future of the brand and how do you plan to continue building its legacy?

JR : Continue to be leaders in the field of luxury footwear for women in Mexico, maintaining our legacy of excellence and sophistication. We strive to continue innovating and adapting to the needs and desires of our clients.

We have several strategies in place. Firstly, we plan to expand our presence in the domestic and international market to reach a wider audience.

Models exhibited at LuxuryLab, including the reni model

We are committed to maintaining our artisanal excellence and meticulous attention to detail. Investing in the development and continuous training of our artisans and the acquisition of the highest quality materials will be essential, as will exploring new technologies and manufacturing techniques that allow us to remain at the forefront of the industry without compromising our standards.

In terms of innovation, we will continue to be a brand that anticipates trends and offers unique and sophisticated designs, in addition to collaborating with talented designers and participating in fashion events and catwalks.

Romina Romero and Sabrina Herrera at LuxuryLab

Likewise, we will strive to provide an exceptional and personalized shopping experience. In every interaction, our brand must be memorable and our clients feel valued, captivated and satisfied.

Our stand had the personalized attention of the Romero family

IV. What role does digital marketing and e-commerce play in brand strategy?

SHA : The luxury and fashion industry has always created content, so it had to be adapted to the digital boom. In the past, Regina Romero never made marketing efforts. Their only marketing was the " word of mouth " and the product itself, like a banner.

Today, after almost four decades, Regina Romero already has a personality. For me, she represents the woman who can do everything. At 50 years old, Mrs. Regina founded her brand in the 80's, which represents the decade when the first generations of women entered the executive workforce. Regina Romero shoes these women to take those first steps.

Various media testified to our presence at LuxuryLab

This brand is named after a Mexican woman who, in the 80's, dared to compete in a world of brands with predominantly male or foreign names. Regina Romero's story is ultimately the story of any woman who decides to be authentic, who has a vision and decides to bring it to reality...

This was our interview . As you can see, our commitment remains valid and there is still much to do. We are fully involved in the growth and strengthening of our brand to continue leaving a lasting mark on the fashion industry, our legacy, in addition to strengthening the close bond with one of the fundamental parts of our history: you.

Corina model

References

https://luxurylabglobal.com/speakers/jorge-romero/

https://www.forbes.com.mx/tag/luxury-lab/

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COMENTARIOS

Fortuna Levi Rosas

MUCHAS FELICIDADES!!!! Regina Romero es un orgullo para México, además de calidad, elegancia y comodidad, los distingue la honestidad, la responsabilidad social y la constancia.
Qué gusto ver como la siguiente generación familiar se integra a este gran proyecto como lo es la hija del sr Jorge Romero, tan linda en los live, en la presentación de los nuevos modelos y en los eventos a los que son invitados, que gran oportunidad aprender de su papá y de todo el equipo que fortalece a la gran familia Regina Romero. Lugar que visito me halagan mis modelos Regina Romero, es inevitable que miren mi calzado y me expresen el buen gusto y lo originales que lucen.

07/03/23

Lucero Fernández

Nuestra marca mexicana no le pude nada a las mejores marcas del mundo, tengo comprando zapatos con uds desde que arrancaron su tienda en Polanco, tenía 24 años y hoy a mis 63 años, sigo amando sus modelos….Gracias por cuidar mis pies, no son zapatos, son guantes, felicidades por seguir creciendo e imponiendo !

07/03/23

Lucero Fernández

Nuestra marca mexicana no le pude nada a las mejores marcas del mundo, tengo comprando zapatos con uds desde que arrancaron su tienda en Polanco, tenía 24 años y hoy a mis 63 años, sigo amando sus modelos….Gracias por cuidar mis pies, no son zapatos, son guantes, felicidades por seguir creciendo e imponiendo !

07/03/23

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