Fiorelli is a leading fashion retailer that took a big step up in 1988 when it was purchased by Oroton. Since 1990, the brand has significantly grown its market share, and their products have been sold throughout the UK in more than 400 retail stores and in leading department stores.
Fiorelli deals predominately in accessories – ranging from handbags to belts to sunglasses, while a partnership with Gecko Jewellery led to the development of Fiorelli’s Costume Collection (now updated twice yearly) in 2007.
Due to the rise of affiliates and competition from retailers for branded key terms, Fiorelli was finding that while their products were selling well, an ever increasing share of their traffic, and sales, were being hoovered up such sites. Fiorelli therefore approached Click Consult to take immediate action on this – for brand protection. Fiorelli was looking for a partner that prided itself on the same attention to detail it takes in its own work.
To meet the brand’s aims, Click began by focusing Fiorelli’s paid search budget on brand protection – targeting [brand]+[product] and [brand]+[affiliate] keywords designed to position their offering in the right place at the right time to capture high purchase intent searches. Click’s efforts positioned the Fiorelli brand at the top of searches dominated by large online retailers and smaller affiliates, but also, through expert execution and attractive ad copy, exceeded expectations.
We exceeded expectations by ensuring that our client was receiving the attention they deserved as users searched for their products.
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