Scappino
Fashion (men's premium) · LATAM (Mexico) · B2C
An Italian fashion house specialising in menswear. Nearly 100 years of heritage in the Mexican market, positioned in the premium segment.
Scappino launched its e-commerce in 2019 and reinforced it during the pandemic in 2020. The challenge was twofold: grow the online channel and reach a younger audience (18–35) who tended to perceive the brand as a classic label for senior men, even though the catalogue covered a much broader range of profiles.
Shifting brand perception without alienating the traditional customer is one of the most delicate balancing acts in fashion.
A strategy built on two coordinated pillars: paid media and SEO. Conversion campaigns on Meta Ads and Google Ads to reach the new target audience in their natural habitat — digital — with messaging and creatives adapted to a younger profile.
SEO strategy to reinforce the brand's new positioning and optimise rankings by leveraging traffic generated by paid media. Improved e-commerce ranking not only on branded terms but also on catalogue searches, ensuring stable organic visibility without exclusive reliance on paid media.