VERSACE
Strategie SEO per il successo di un e-commerce luxury global
RICONOSCIMENTI
Founded in Milan in 1978 by Gianni Versace, the brand is globally recognized for its craftsmanship, bold aesthetic and distinctive use of prints and vibrant colors. In 2018, Versace was acquired by Michael Kors, now part of Capri Holdings.
With revenues reaching $1.1 billion in 2023, marking a record year for the company, around 230 boutiques worldwide and over 630 authorized points of sale across more than 100 countries, Versace stands as one of the most iconic luxury brands globally. In Q1 2024, it ranked 7th in Lyst’s “Fashion’s Hottest Brands” index.
CHALLENGES
GOALS
Site Migration
A full platform migration with URL restructuring and a new multi-country architecture, expanding from 5 to 86 country folders.
Traffic preservation
Ensure a smooth migration while maintaining organic traffic performance.
Negative trend
Following a strong year, 2023 started with a decline in branded search demand.
Revenue growth
Increase organic traffic and revenue compared to the previous fiscal year.
Google SGE
Google began testing AI-powered search experiences in the SERPs, starting with the US market.
Market expansion
Support the rollout of a new multi-country structure covering all markets served by Versace.
Market saturation
With strong visibility already achieved across key terms, a new strategy was required to sustain and unlock further growth.
Search synergy
Improve the balance between paid and organic channels in response to rising acquisition costs.
SFIDE
Migrazione sito
Trend negativo
Google SGE
Market saturation
OBIETTIVI
Mantenimento traffico
Incremento revenue
Nuovi mercati
The SEO strategy for Versace was structured around four core pillars, following the Seed scientific method based on observation, experimentation, measurement and validation of results.
We began by defining the Digital Business Plan, mapping the Total Addressable Market (TAM) at 904 million estimated traffic, the Serviceable Addressable Market (SAM) at 175 million, and the current traffic base of 6.6 million. This established a clear growth trajectory with a target of exceeding 10.5 million visits, representing more than 60% growth.
The second pillar focused on managing the platform migration, moving from 5 to 86 country folders under a .com domain. This required a precise redirect strategy, a full technical audit and continuous monitoring to ensure traffic stability and indexation integrity.
The third pillar centered on market exploration for expansion opportunities. We analyzed socioeconomic indicators, brand affinity, search demand and key traffic KPIs to identify new markets and localization opportunities for future growth.
ONGOING ACTIONS
- Meta tag and content optimisation
- SEO: luxury, designer and fashion trends focus
- Trust building and authority strengthening
TACTICAL ACTIONS
- PAA & FAQ analysis
- Lookbook optimization
- Search budget optimization (SEO/SEA)
MIGRATION FOCUS
The site migration was reframed as an opportunity for improvement rather than a risk. Scheduling the rollout during a historically low search demand period allowed for a smooth and fully successful execution.
On-site optimization and the enhanced UX of the new platform contributed to a significant increase in organic traffic (+75%) and revenue.
The South Korea case, the only country specifically localised for this initiative, delivered exceptional results, with +159% keywords in the TOP100, +124% clicks and +115% revenue, paving the way for further strategic market rollouts.
La migrazione del sito è stata trasformata in un’opportunità di miglioramento anziché un rischio. Programmare la migrazione in un periodo dell’anno storicamente di minor trend di ricerca ci ha consentito di finalizzare tutto con successo.
Le attività OnSite e l’UX migliorata della nuova piattaforma hanno contribuito ad un miglioramento significativo del traffico organico (+75%) e delle revenue. Il caso della Corea del Sud — unico Paese localizzato appositamente — ha portato a +159% keyword TOP100, +124% click e +115% revenue, aprendo la strada a nuove localizzazioni strategiche.
A successfully managed migration combined with a multi-channel SEO strategy delivered double-digit growth across all key performance indicators, alongside a significant expansion into new international markets.
VISIBILITY INDEX
+ 75%
Organic traffic post-migration
+103%
Keywords TOP10
+34%
Global Visibility Index uplift
86
Country folders managed
+115%
Revenue growth in South Korea
100+
Countries with active online presence
+ 75%
Traffico organico post-migrazione+103%
Keywords TOP10+34%
Visibility Index globale86
Cartelle Paese gestite+115%
Revenue Corea del Sud100+
Paesi presidiati online+ 75%
Traffico organico post-migrazione
+103%
Keywords TOP10
+34%
Visibility Index globale86
Cartelle Paese gestite+115%
Revenue Corea del Sud
100+
Paesi presidiati online
FOCUS: SOUTH KOREA
South Korea was the only market specifically localized as part of the migration. The translation and adaptation of the Korean folder delivered a significant improvement across all key organic performance metrics, with a direct impact on revenue growth.
+159%
+124%
+19%
+0,3%
+28%
AVG. TIME TIME ON SITE
+115%
WANT SIMILAR RESULTS?
- Free analysis of your current positioning
- Custom strategy built around your business goals
- Clear, measurable results
THE GROWTH
YOU NEED
Free introductory meeting and initial analysis