Case Studies
Barbanera
Take a brand global
The Brand
Barbanera is an Italian men’s fashion brand that combines craftsmanship, culture, and style to create unique collections of shoes and clothing.
Barbanera stands out for its stylistic versatility and attention to detail. The brand is deeply rooted in Italian craftsmanship, with handcrafted shoes and clothing made from fine materials such as leather, cashmere, and high-quality denim.
The inspiration for the collections comes from a variety of cultural spheres, including jazz and rock’n’roll music, literature, and visual arts, reflecting a philosophy that sees style as an expression of individual character rather than a mere fashion trend.
With a presence both online and in physical stores, Barbanera has built a reputation for its quality and the uniqueness of its products.
The Challenge
The project with Barbanera involved several complex challenges.
The first one was the redesign and refactoring of the website to enhance brand awareness in a highly competitive market like the fashion industry.
Furthermore, there was the need to expand the brand globally, which involved managing international shipping rules and multi-currency transactions.
Another significant challenge was accurately showcasing products, as the brand initially operated mainly online: this included details such as sizes and measurements.
The integration with external marketplaces, stock synchronization with the physical store, and management of orders from different channels were other areas that required attention.
Finally, it was crucial to provide reliable reporting and to promote the site through geolocated campaigns.
Implementations
In the highly competitive luxury fashion context, the ability to provide an exceptional customer experience is as crucial as the quality of the products offered.
Let’s explore in detail how we tackled this challenge for Barbanera, focusing on three key areas: UX/UI Design, Internationalization and Omnichannelity, and Digital Marketing. Each area has been meticulously designed and implemented not only to meet but to exceed customer expectations, both locally and globally. We are deeply committed to excellence in every aspect of the customer experience, from crafting an intuitive and luxurious design to expanding globally and strategically using digital marketing for seasonal trends and product launches.
Services
- UX / UI Design
- eCommerce Development
- WMS Integration
- Hosting
- Digital Strategy
- Meta Ads
- Google Ads
- Marketing Automation
Key Features
- Multi-currency
- Price based on country
- International Shipping Rules
- Headless Catalogue
- Stock Synchronization
- Orders Synchronization
- CRM Integration
- Data Tracking & Web Analytics
- Point of Sale Integration
- Size Chart
Integration
- WMS
- MailChimp
- Stripe
- PayPal
- Google Tag Manager
- Meta Pixel
- Zapier
- The Rake
Technology
- WordPress
- WooCommerce
- Docker
- LEMP Stack
- Node.js
- JavaScript
- Vue.js
- SASS
UX / UI Design
Attention to detail for an unforgettable experience
The first crucial step in our strategy was the complete redesign of the website.
This was not just a cosmetic facelift but a structural redesign to enhance navigability and user experience.
The goal was to reflect the versatility and uniqueness of the brand through an intuitive and captivating design.
The design adopted a minimal and elegant style, in line with the sophisticated essence of the brand. It offers a user experience that combines luxury with functionality, meeting the high expectations of customers for such a distinctive brand.
Internationalization and Omnichannelity
All the features to launch Barbanera into global markets
All the functionalities implemented for Barbanera website were designed to address specific and complex needs.
We designed a personalized shopping experience to manage internationalization, optimized performance for a seamless user interface, and built an integrated system for omnichannelity management. Each element was thought to maximize the effectiveness and efficiency of the online platform.
To serve a global customer base, we implemented multi-currency functionality and the ability to display pricing based on the customer’s country of origin, international shipping rules, and performance optimizations through a CDN, offering customization that allows Barbanera to reach customers in different parts of the world.
Synchronization of stock and orders between the physical store, online platform, and external marketplaces provides unified and more accurate control, ensuring up-to-date information and a more cohesive and reliable shopping experience.
Digital Marketing
Digital marketing strategies to manage product launches and seasonal trends
The digital marketing strategy has been a fundamental component in completing Barbanera’s digital ecosystem.
We designed and launched international campaigns through Meta Ads, aiming to reach a global audience and strengthen brand awareness.
This effort was complemented by local campaigns specifically aimed at promoting the physical store and fostering a closer connection with the local community.
We implemented a series of seasonal campaigns to support the launch of new collections, promote seasonal sales, offer exclusive private sales, and capitalize on events such as Black Friday.
These campaigns not only generated traffic and sales, but also provided opportunities to gather valuable data on customer behaviors and preferences.
To make each campaign as effective as possible, we implemented a Marketing Automation strategy.
This enabled personalization of the user experience through advanced segmentation and targeted messages, significantly improving ROI and customer engagement.
Results
The implemented strategies and functionalities have resulted in tangible benefits, strengthening both Barbanera’s market position and the overall customer experience.
In the area of UX/UI Design, the revamped website has seen a remarkable improvement in dwell time and conversion rates. This user experience further solidified Barbanera’s reputation as a luxury brand, leading to significantly improved customer engagement and loyalty.
Regarding internationalization and omnichannel strategies, the expansion into global markets has led to an increase in international sales. Unified management of inventory and orders across different channels has improved operational efficiency and provided customers with a smoother shopping experience and more accurate information.
Finally, digital marketing strategies have contributed to an increase in global brand awareness. Seasonal campaigns and special events have generated significant peaks in traffic and sales.
The adoption of a Marketing Automation strategy has enabled more effective customer segmentation and personalization of the user experience, improving ROI.
900%
Average ROAS
+50%
User Visit YoY
+0,35%
Conversion Rate
Improvement
+30%
Revenue YoY
Next steps
Continuing to optimize the user experience and explore new market opportunities.
The path to excellence continues. Looking ahead, the focus will be on further optimizations and innovations to keep Barbanera at the forefront of the global luxury fashion market.
One of the main goals will be to further personalize the user experience, leveraging the data and analytics collected to offer an even more targeted and effective service. In addition, we are exploring new market opportunities and distribution channels to further expand the brand’s global presence.
On the Digital Marketing front, we will continue to refine our segmentation and targeting strategies, with a special focus on promotional campaigns for specific events and seasons, such as holidays and fashion weeks.
Finally, we are working to integrate new technologies and features that will further improve operational efficiency and the customer experience.