GINGA, in partnership with Mercado Livre, took on the challenge of repositioning the brand as a fashion platform that goes beyond simply offering products, with a particular focus on Generation Z.

These communities, shaped by the digital age and connected by the internet since the 2000s, use fashion, music, and art as forms of expression and cultural resistance. Recognizing the importance of this soft power, GINGA has developed a strategy that places Mercado Livre at the center of the discussions and trends that matter to this generation.

The strategy begins with ongoing cultural mapping, in which GINGA, together with its team of experts, analyzes the behavioral nuances and interests of Generation Z in the fashion world. This detailed work makes it possible to identify areas of connection and create a positioning that resonates with the target audience, establishing Mercado Livre as a space for self-expression, trends, and community.

The partnership with Manu Gavassi, who has taken on the role of Creative Director of Fashion at Mercado Livre, is one of the pillars of this strategy. More than just an influencer, Manu brings her expertise in the fashion world to contribute her knowledge and influence regarding trends and improvements to the shopping experience, ensuring that Mercado Livre not only meets but anticipates its customers’ expectations.

To further strengthen this connection, GINGA assembled a team of creators who showcase the products in static carousel galleries, highlighting the quality of the items and the brand’s ability to anticipate new consumer behaviors. With consistent and inspiring content on social media, Mercado Livre is solidifying its position as a leader in the fashion market.

As a result, GINGA, through a 360-degree approach, is reshaping the perception of Mercado Livre, transforming it into much more than just a marketplace—a true fashion platform capable of dressing everyone for a wide variety of occasions.