Family First
Premium clothing brand — Milan
Year: 2023 – 2024
A premium brand doesn't sell garments. It sells access to a world.
The starting point
Family First Milano is a premium clothing brand born in Milan, with more than ten years of history. A brand always tied to retail, where it reached very interesting numbers — but it had never really developed the online channel.
That’s why he came to Gerico: to launch online. The goal was building and innovating the e-commerce and the whole online marketing strategy. But being a super premium project, we didn’t stop at the e-commerce: inside it we built a member club, a bit like Soho House — access to benefits, exclusive events, personalised discounts.
” A premium brand doesn’t just sell garments. It sells access to a world. The e-commerce had to be that world. “
The results achieved
The first project where online and offline became one.
A year and a half of work: e-commerce rebuilt, 20+ drops managed (collections, products, shoots), more than 10 events communicated and filled — including an event in collaboration with Planet Farms and the Da Vittorio restaurant, with web communication by Gerico.
×3
online sales in 18 months
10.000+
new contacts in the CRM
20+
drops managed: collections, products, shoots
Member club
Soho House-style model: benefits, exclusive events, discounts
The purchase becomes belonging.
Marketing strategy
Premium e-commerce + member club: the purchase becomes belonging. Drop-based strategy for exclusive releases and collections, with dedicated campaigns for every launch. And a constant bridge between online and offline through events.
The whole business online, drop after drop.
Content creation
All the online business content: product uploads on Shopify, photos, optimisation, copy. Advertising content for every drop and for the brand. Blog and events section on the site, with integrated RSVP.
The event campaigns that filled the CRM.
Advertising campaigns
Campaigns dedicated to selling drops and exclusive releases, brand promotion campaigns and lead generation campaigns for events — the one that brought a significant share of the 10,000 CRM contacts.
Email flows that react to the customer.
AI solutions and optimisation
Complete email flows with logic handlers — if the customer gets tagged, the right action fires; segments customised on the CRM; Shopify automations across the entire customer lifecycle.
MORE PROJECTS
Not just projects , results .
you decide — change it whenever you like
Choose which categories to enable. Essential cookies are always on.
