Soon after Frank van Wezel took ownership of Italian golf fashion brand Duca del Cosma in 2016, he introduced a message inside the lid of the box housing each pair of golf shoes inviting consumers to contact him personally with any comments or issues with the product. More than six years on from taking that bold step, he’s received hundreds of ‘Hi Frank’ messages from golfers in 40 countries across the world — from the west coast of America to the north island of New Zealand and the cooler parts of Scotland to the warmer regions of South Africa.
He reads email messages on a daily basis to keep abreast of what consumers think of the stylish luxury golf shoes and respond to any requests for assistance. His post bag increased dramatically in 2020, when Duca del Cosma entered the US market with an unusual product package that included two pairs of laces to match different outfits and a free shoe bag.
The legendary footwear pioneer, who introduced the world’s most successful squash shoe and later supplied golfers like Major champions Ian Woosnam and Padraig Harrington under the famous Hi-Tec label, commented: “I wanted to know firsthand what the buyers of Duca del Cosma shoes thought about the products and found that so many were willing to respond to my message inside the box. Thankfully, the vast majority of responses have been very favourable and many proved helpful in our product development to ensure we keep providing what active golfers want to wear on and off the golf course. I keep a record of every contact and reading them has become a key part of my day.”
Since the box lid message was introduced, the fashionable Duca del Cosma brand has grown its sales distribution worldwide; gained prestigious Editor’s Choice media awards for its golf shoes and boots in the US and Europe; been rated among the best men’s and women’s golf shoes by leading specialist magazine Golf Digest; and recognised with a bronze medal at the Global Footwear Awards for its KING CHEETAH print design shoe that contributes towards the animal’s survival in South Africa.
