Cuoieria Fiorentina

Cuoieria Fiorentina was established over 35 years ago in the hills of Florence, in Reggello.

After working for third parties, it decided to enter the fashion market with its own brand. Its strong points are first choice leathers, workmanship according to ancient artisan methods and a classic contemporary design. In 1990, it opened the first of a long series of sales outlets.

Today it boasts 18 mono-brand shops, 1 outlet and 30 corner shops, in Italy and Europe, as well as a growing e-commerce business, which has become a case communication and web marketing business in Florence.

The tradition of leather processing and trade in Florence has ancient origins and is linked to the geography of the area: the Arno river allowed the hides to be soaked and navigated to the most important Tuscan centres for distribution.

Today, Cuoieria Fiorentina is a brand heir to that world and we have taken on this important tradition to position the brand as a synonym of Italian quality and to take it outside Europe with the SEO activity for multilingual and performing e-commerce.

• Position in a medium-high market segment
• Become synonymous with quality Italian products
• Launch an effective e-commerce on the world market, with particular attention to Europe and America
• Increase sales

Replicating a brand’s success online, and internationally at that, involves a complex and articulated strategy.

We began our work by deepening our knowledge of the brand, its history and its strengths in the traditional market. From there we went on to identify the most promising markets and proposed our communication strategy to the company on a flourishing non-EU market.

After an SEO optimisation of the e-commerce created with Magento, both in Italian and English, we created Google Ads campaigns in the two languages, using all the advertising tools made available by Google, including Remarketing and campaigns on the Shopping channel.

At the same time, we started to manage social media by proposing an editorial plan with appealing content and communicating seasonal or periodic product bargains in a timely manner, always maintaining the same tone of voice.

The acquired leads, from all markets, were nurtured through an ongoing email marketing plan.

Every day, analysis after analysis, optimisation after optimisation, we continued to improve the performance of the e-commerce site.