Ten Years of Choices, Growth and the Future: An Interview with Marco Oriani of pierabbigliamento.it

From 2016 to Today: Ten Years of Growth and a New Chapter on Shopify

A journey that began in 2016.
Today, a new chapter.

We’d like to thank Marco Oriani, owner of pierabbigliamento.it, for taking the time to answer a few questions that let us look back, revisit the choices we’ve made and celebrate the results achieved together.

An interview that comes at a special moment: the new replatforming on Shopify, a decisive step forward to make the e-commerce store even more scalable, fast and solid. From then to now, the direction has never changed: build identity, create value, grow together.

And the numbers speak for themselves: an average annual ROI of 9.4x, with just 7% of revenue invested to generate concrete results.

The interview with Marco Oriani, owner of pierabbigliamento.it:

1. Looking back at your online journey, was there a moment when you realised e-commerce could really make a difference for your business?

Yes, I’d say the starting point was actually in 2016, after years of significant investment to build a lead when not many people truly believed in online retail yet. Between 2018 and 2019 I started seeing the first interesting results, even in terms of margins, while still maintaining steady growth. That’s when I realised e-commerce would become a fundamental branch of the business.


2. Our relationship began in 2016. Over these years, through changing seasons and new projects, what made you feel we were building something solid?

Pretty much from the start I realised I’d chosen the right agency. The decisive factor was Made in Evolve’s fashion specialisation and its sensitivity in understanding the rules, dynamics and, above all, the timing of the clothing world. That’s a rare thing.



3. Redesigning the site on Shopify was an important step: how did it go, and what struck you most about the process?

Everything went absolutely smoothly. I decided to hand the project over to Made in Evolve completely, and I was very satisfied. What’s really striking me, compared to Magento, is the management side: much simpler, much more intuitive, even for our team’s internal work.



4. From design to the technical side, from marketing to communication: how useful has it been for you to have a single team covering everything, 360 degrees?

It has been — and still is — essential. First of all because I’m dealing with a team that’s attuned to fashion, but above all because it manages to combine the technical side, marketing and brand direction. From talking to friends and competitors too, I know how hard it is to find synergy between these three areas. Here, I found it.



5. After so many years of working side by side, a relationship has formed that goes beyond emails and calls. How much does the human side matter, in your view, in a project like this?

Enormously. Especially with Alessandro, a bond has formed that definitely goes beyond work. Always having honest conversations, ones that go beyond the usual client/agency clichés, is a real value. And that’s what has allowed me to reach the point of celebrating almost 10 years of working together today.

Beyond the numbers

pierabbigliamento.it isn’t just an e-commerce project:
it’s a long-term vision.

• Average annual ROI: 9.4x
• Average advertising investment: 7% of gross revenue
• Simplified internal management: thanks to Shopify, less complexity and more efficiency
• Steady growth: year after year, from 2018 to today

The future is already here

Choosing Shopify wasn’t just a technical decision: it was a choice of vision.
pierabbigliamento.it also decided to move from Magento to Shopify to build a system that’s more smart, scalable and suited to the speed the market demands today.

With Shopify:

• Simplified, intuitive management → the internal team works better, in less time.
• Native scalability → the platform grows with the brand, without limits.
• Advanced app ecosystem → automation, marketing and integrations in a single environment.
• Solid performance and high security → essential for a fashion e-commerce business focused on quality.

In the world of fashion, where user experience is an integral part of perceived value, Shopify makes it possible to focus energy on growth, not on technical maintenance.

And that’s why more and more brands, like pierabbigliamento.it, are rewriting the rules.

Conclusion

This isn’t just the story of a project.
It’s proof that when design, technology and marketing speak the same language, the result is a scalable system that grows together with the brand.

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