Farway Milano is a DTC children’s clothing brand for ages 0–10, relaunched online with WooCommerce, CRM, email marketing, tracking and automation.
2026
Farway Milano began as a children’s clothing brand with a precise promise: carefully made garments, selected materials and a voice a long way from both fast fashion and surface-level luxury.
After the loss caused by the collapse of a physical retailer, the priority was not “to build a nice website”. That would have been the elegant version of the problem, not the solution. The real work was to turn Farway into a direct, measurable, owned channel.
So we built a complete operating machine around the website: WooCommerce catalogue, CRM, email marketing, tracking, automation and stock-management processes. The digital boutique had to become a sales system, not a shop window with a basket attached.
The Farway website was built on WordPress, WooCommerce and Elementor, with custom components wherever the standard plugins were not enough: native header, archive filters, colour swatches, product gallery, checkout, gift option, footer and newsletter forms connected to the CRM.
The most delicate part was not simply publishing products, but making them saleable without losing operational control. We handled variable products with colours and sizes, ACF fields for materials and product details, internal ERP data and separate stock rules for Milan, Doha and samples.
Farway did not need to “send newsletters”. It needed to recognise who arrives on the site, tell customers, subscribers and returning buyers apart, and start communication consistent with the founder’s voice.
We set up the CRM account, verified the email sender, connected the website forms and built a welcome series of 6 emails with the code WELCOME10, written to tell the Farway story in a direct tone: anti-fast-fashion, against empty luxury, transparent about the real value of the garments.
The system now assigns tags such as customer, returning customer and welcome completed, separating the people who buy from those who are only subscribed. We also cleaned fake contacts out of the CRM database and added anti-bot protection to the most exposed forms.
Without measurement, an e-commerce relaunch becomes a conversation based on instinct. We therefore migrated tracking from a fragmented configuration to a more governable setup: web GTM, server-side GTM, GA4, Meta Pixel and CAPI, Microsoft Clarity and CRM tracking.
The main e-commerce events were verified on the site: product view, add to basket, checkout start and purchase. The server-side part makes tracking more resilient and more useful for advertising and for reading the funnel.
The point was not to collect tags, a national sport but not an Olympic discipline. The point was knowing where orders, baskets, sign-ups and returning customers come from, so that business decisions can be taken on the basis of data.
Once the technical foundation was solid, we worked on the acquisition strategy: keyword research, catalogue analysis, a reading of the first orders, positioning and an operating plan at 30, 60 and 90 days.
The research pointed in a clear direction: Farway should not chase value-led keywords with little demand, but capture concrete buying intent such as girls’ dresses, gift occasions and alternatives to well-known brands the audience is already searching for.
The operating recommendation was to turn the website into a segmented CRM engine: high-intent landing pages, pop-ups and forms connected to dedicated welcome flows, paid campaigns kept as controlled drafts, and weekly measurement of orders, average order value, subscribers and repeat purchase.
Farway today is not merely a brand with a website online. It has a structured e-commerce platform, a governable catalogue, a connected CRM, an active welcome series, a tracking system and an acquisition roadmap based on real data.
This is the kind of work that shows less on a home page, but weighs a great deal when the business has to grow: less chaos in the catalogue, fewer decisions taken in the dark, more ownership of the data and more control over the direct relationship with customers and prospects.
For a small DTC brand, the difference is not having “every possible tool”. It is having a system that pulls in the same direction. On Farway we built exactly that: website, CRM, catalogue, tracking and strategy connected to one another.
