For Fabbri Boutiques, we harmonized nearly 80 years of retail heritage with a modern eCommerce Shopify.
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(b.)
(c.)
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Brand Strategy
Design UX/UI
Shopify Development
Omnichannel Strategy
System Integration
Performance Marketing
SEO Optimization
The Fabbri Boutiques project is a study in "phygital" evolution. A sophisticated Shopify platform designed to translate the warmth and curation of a historic Romagna retailer into a scalable online experience, unifying a catalog of over 80 premium brands into a seamless, style-driven journey.
OVERVIEW
Founded in 1947, Fabbri Boutiques is a pillar of local style. The challenge was to take this physical authority and project it globally without diluting the personal touch that defines their customer service.
We replaced a fragmented digital presence with a unified Shopify ecosystem. The goal was to create a platform that honors the "boutique" feel, curated, attentive, and exclusive, while managing the complex logistics of a multi-brand inventory, from Liu Jo to Pinko, ensuring the digital store feels as alive as the physical ones.
Design
Functionality
The design challenge was to organize abundance without chaos. With a vast catalog of diverse brands, the risk was visual noise. We needed a UI that acted as an elegant frame, neutral enough to respect individual brand identities but strong enough to assert Fabbri's own style.
The focus was on "guided discovery," using intuitive navigation and smart filtering to help users find their look effortlessly.
Our design approach focused on "digital hospitality." We replicated the in-store advisory experience through a warm, editorial layout. The visual language uses soft tones and high-quality imagery to evoke a sense of welcome. Strategic placement of "Shop the Look" features and curated collections transforms the site from a simple warehouse into a fashion magazine you can shop from.
Technology
The technological challenge was inventory depth and synchronization. Managing a high turnover of SKUs across multiple physical locations and the online store required a robust architecture.
We needed to ensure that a dress sold in-store was immediately removed from the web inventory to prevent overselling, all while maintaining lightning-fast page loads during seasonal sales.
Performance
Performance for Fabbri Boutiques is driven by a "local-to-global" strategy. We used Semrush to strengthen local SEO dominance while identifying international niches for specific high-demand brands.
The acquisition strategy blends Meta Ads for visual engagement with Google Shopping for intent-based traffic. We also implemented advanced retention tools like Klaviyo to nurture their loyal customer base with personalized offers.
The result is a digital channel that complements the physical growth. By aligning the online merchandising with in-store arrivals, we created a synchronized sales engine.
The data-driven approach allows us to push specific brands when demand spikes, maximizing sell-through rates. The platform now serves as both a global storefront and a digital catalog for local clients, driving traffic to both channels.
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Sales Increase
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ROAS
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Budget Media 2023
System Integration
INTRODUCTION
The heart of Fabbri Boutiques' efficiency is total omnichannel integration. We connected the Shopify platform directly with the company’s retail management software (ERP). This two-way sync ensures that inventory, pricing, and customer data are always up to date across all touchpoints.
It allows for advanced features like "Click & Collect" and gives the management team a single, truthful view of the entire business performance, bridging the gap between 1947 tradition and the actual technology.
Integration isn’t our process. It’s our instinct ▫ Integration isn’t our process. It’s our instinct ▫
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The Team
Head of Infrastructure
Francesco Bellato
Art Direction & Marketing
Alessandro Zamboni
Technical Leader – Development Lead
Filippo Martini
Front-End Developer
Nikita Zanella
Full Stack Developer
Eric Affinito
Designer
Luisa Morante
Marketing Specialist
Riccardo Baroni
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