McShoes Ingles
  • 1970

    Milo Naum
    Founder of McShoes in 1970

  • 1976

    ¨La Nación¨ Newspaper
    Sunday May 30th, 1976

  • 1984

    Alicia Betti de Naum
    follows in McShoes‘ steps.

  • 1987

    ¨La Nación¨ Newspaper
    Tuesday May 12th, 1987

    Fashion trends in men‘s footwear reveal an evolution that moves forward at a steady pace. It is evident that it contributes to highlight, more emphatically each time, the criterion of elegance of those who wear them. ¨By looking at one man‘s shoes you can find out how he is, how he lives and what he likes¨, says Alicia Betti de Naum, owner of McShoes. ¨It is for a reason that, in well-run businesses, not only do salesmen take customer‘s personal taste into account, but also their professional and habits¨.

    Even in this field frivolousness and certain passing whims are second to one basic requirement: comfort. It is for a reason that one of the models McShoes introduced many years ago – suede with antisliding sole, lace-up shoes-are still a favorite among practical and dynamic men...¨

  • 1988

    ¨La Nación¨ Newspaper

  • 1989

    ¨La Nación¨ Newspaper

  • 1990

    20 Aniversario
    Buenos Aires Herald / Fashion
    Sunday, December 23, 1990


    IF THE SHOE FITS... ¨Twenty years is quite a long time in anyone or anything's life and when it is reached it is often a turning point, a time when previous years activities are looked at, decisions taken and new projects inciated. This is the case of Alicia Betti and her firm Mc Shoes, which has just celebrated its 20th anniversary. By the time the 21 st- coming of age - is reached next year there will be many aspects to this traditional shoe store...¨

  • 1992

    Fashion Awards ‘92

    ¨Starting six years ago, designer Charlie Grilli awards the best in the fashion world: designers, photographers, models, producers, magazines, businesswoman and artists. This year‘s celebration was held at caix Club ant the award itself – a bronze statuette – was design by Marta Minujin. Businesswoman Alicia Betti received the ¨Shoeshop of the Year¨ award on behalf of McShoes.¨

    La empresaria Alicia Betti recibió el premio otorgado a Mc Shoes por ser la mejor zapatería del año.¨

  • 1995

    25° Aniversary
    ¨La Nación¨ Newspaper

  • 2004

    ¨Fortuna¨ Magazine
    Nowadays Alicia Betti de Naum runs the three McShoes‘ stores (a fourth one – located In the harbor area – opens only in summer), which confirms her special passion for the shoemaking business, inherited from her grandfather Don Luis, an Italian cobbler. ¨From one man‘s shoes you can describe him thoroughly: what car does he have, what does his woman look like, everything¨, states our businesswoman.

    Fortuna: You also have a shoe factory. Do imports from Brazil make your business any more complicated?
    Betti: My Shoes are manufactured domestically. During the convertibility years iused to import soles but never shoes. You have to be able to offer accessible prices for Argentineans in the current situation in the country and we all know how ii ended. The fact today is that a foreign customer can buy three pairs for the same price he would buy one abroad. Besides, more than 50% of the shoes is made with materials prices in US dollar, because it requires a lot of leather, and leather is priced in US dollars. there is also a lot of handicraft involves.

    Fortuna: How do you choose the designs for you store?
    Betti: In Italy, or I get ideas from my friends‘ shoes, which they buy in Europe. Anyway, the secret lies in the shoe width: men look for comfort.

    Fortuna: And what do women look for in footwear?
    Betti: Women look price, color and fashion. Men look for comfort. That‘s why I quit making women‘s shoes. Because I always had 80% men and 20% women. The energy I devoted to that 20% was redirected to men.

    Fortuna: What are your costumers purchasing habits?
    Betti: Tourism has given us a big push. It forced us to have huge stock because we offer winter and summer shoes, no matter what season we are in. Tourist want to take advantage of the shoe‘s price. Between the ‘70s and the ‘80s Argentinean businessmen would buy three or four pairs at a time. At the peak of the crisis we would have a customer come and take out a broken shoe and put on the pair the pair he had just brought. And now foreign customers come and buy three on four pairs, while domestic customers can afford to buy one or two, no more. And you consider that McShoes is a selective business, not mass-oriented but aimed at a target with a high purchasing power.

    Fortuna: What are your company‘s growth plans?
    Betti: Chances are it will grow towards regular and in-shop franchises. We are assessing those possibilities. But shoemaking‘s key factor lies in rotation and rotating time. Our Shoemaking‘s business comprises stock, models in half-point sizes and three colors, and a total of 40 or 50 models. Usually men‘s sizes are 42 or 43, the more common ones, and I’m out of them.
    I have to restock immediately because customers come, ask for them and I can‘t say I have run out of them. It‘s a huge amount of money that you have to invest in it, that‘s what this business is. That‘s why it‘s so difficult...¨

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