Business Case Study Fratelli Borgioli

An overview of the business strategy for an historic Italian luxury shoe manufacturer.


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Farrelly-Caizzone & Associates has assisted Fratelli Borgioli in the creation and development of every aspect of the business strategy: from the digital marketing strategy to the daily management of the e-commerce.

The goals we set were:

  • Increase traffic to website;
  • Boost the online sales volume;
  • Internationalize the business;
  • Increase Fratelli Borgioli’s brand awareness;
  • Reach a younger target;
  • Convert social media followers into qualified leads;
  • Increase customer engagement and customer loyalty;
  • open new sales channels in Japan
  • diversification of inventory with a new line of shoes

About Fratelli Borgioli

Fratelli Borgioli crafts premium quality luxury leather shoes since 1946, following the same values handed down through three generations.

The brand employs over 70 artisans in their laboratories near the picturesque Tuscan town of Vinci (near Florence, Italy), birthplace of Renaissance genius Leonardo da Vinci.

Fratelli Borgioli shoes embody 70 years of efforts, passion and craftsmanship of different generations of an entire local community.



We designed and built the website using WordPress, the world’s most popular website builder and we made it extremely personalized according to our client’s needs.

The brand new website we created for our client Fratelli Borgioli enabled the brand to increase traffic to the website both from Italy and abroad.













Increase in traffic


Increase in foreign users reached










In order to build a strong online presence and generate sales, we created from scratch the e-commerce for our client using WooCommerce, the most famous open-source plugin for e-commerce.

Thanks to a targeted advertising, posts published on social media with product tags, together with a targeted e-mail marketing strategy, we managed to increase the e-commerce volume sales.

Total products

Collections published

Content Marketing

We took care of  the Fratelli Borgioli’s blog writing original articles on different topics and conducting interviews with important figures in the fashion industry.

The main categories we wrote about were: fashion, trends, Italy, Tuscany, but also interviews with fashion influencers, bloggers and Fratelli Borgioli’s artisans.

We published 71 blog posts which generated interest and, consequently, great traffic to the website.

Blog posts published


By managing client’s budget, we created different campaigns for display, PPC (Pay Per Click) and social media advertising. This has allowed us to expand the target audience and generate sales with targeted advertising.


Click Through Rate on Google


Click Through Rate on Social Media


In order to strengthen the brand identity, we have drawn up a long-term editorial plan for different social media platforms (Facebook, Instagram, Linkedin and Pinterest).

By doing this, we succeeded in growing the follower base as well as increasing traffic to the website from social media.


Average followers growth rate


Increase in traffic from social media

E-Mail Marketing

We built the Fratelli Borgioli’s mailing list and segmented it based on the type of subscriber.

Then we created an e-mail marketing calendar that included different contents and formats.

In this way, we have built relationships with new subscribers and, at the same time, maintained the previously esisting ones with old customers.


Growth in e-mail subscriptions












E-Mail Automation

We created different e-mail automations in order to reach the right people with the right message at the right moment.

Therefore, we sent the following automated e-mails:

  • Welcome e-mail
  • Abandoned cart e-mail
  • Order follow-up e-mail


Growth in e-mail subscriptions


We created a press database with over 4.500 relevant entries in the fashion industry.

Through outreaching activities and by sending press releases relating to the launch of the new Fratelli Borgioli collection designed by japanese designers Ikeda & Matsuzaki, we reached journalists, influencers and bloggers worldwide.

This led to more than 300 pickup of the press release, publication of 55 articles on external magazines and blogs, 26 interviews on Fratelli Borgioli’s blog, as well as additional opportunities generated.

Journalists, influencers and bloggers reached

Articles published


In conclusion, Farrelly-Caizzone & Associates made significant improvements to Fratelli Borgioli business strategy. Thanks to an accurate digital marketing plan and a targeted advertising on Google and social media, we managed to increase Fratelli Borgioli brand awareness, increase traffic to website and generate new sales.

What Our Clients Say About Us:

“Farrelly-Caizzone & Associates has helped and supported our business to develop at an international level. They have provided us with expert advice in relation to our business structure and we are fully satisfied with the service and guidance provided in a prompt and efficient manner.”
Angelo Inglese

Designer & CEO, G. Inglese Tailorshop ( - Italy

“Farrelly-Caizzone & Associates acts as an effective bridge for us between the Italian and Irish legal system and business culture, having assisted us in on both acquisitions and major contracts successfully, and has consistently provided reliable insight and guidance resulting in us viewing them as a trusted and valued business partner.”

Leo Mac Canna

Founder & CEO, Ocuco Ltd ( - Ireland

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