Tessitore — Italian Fabric Online Shop | ROXL's Blog

Client Journey

The Shopper

Discovery. A dressmaker or fashion enthusiast searches for Italian fabric in Moscow. They land on Tessitore, see the logo — Tessitore. Fabrics for life — and immediately sense a premium, specialist store rather than a generic marketplace.
Category navigation. The homepage presents fabric categories as a visual grid — coat fabrics, natural silk, viscose, jersey, cotton, fleece, curtain fabrics, and more. One click drops the visitor into the right section without cognitive overload.
Advanced filtering. Inside a category the shopper narrows results by colour, brand, composition, width, price range, and country of origin — including non-standard cross-queries (e.g. "Italian silk, white, under 400 ₽/m, available now"). Standard plugin filters could not handle these; they were extended with custom query logic developed specifically for this catalog.
Product page. High-resolution fabric photos, price per metre, detailed composition, and direct "Add to cart" — no phone call or store visit required.
Checkout & delivery. The customer places an order online and receives confirmation by email. The physical Moscow showroom remains available for touch-and-feel appointments, adding a trust signal for first-time buyers.
Content loop. The blog (e.g. "Colours of 2021 — Yellow and Absolute Grey") brings organic SEO traffic and educates shoppers, converting curiosity into repeat orders.

The Business Owner

Demand hypothesis. The founder wanted to validate whether Italian branded fabrics could sell at scale online before committing to a wider rollout and multi-city presence.
Instrument, not just a store. The site was designed as a measurement tool — every category view, filter combination, and completed order feeds into an analytics picture of actual consumer preferences and price sensitivity.
Assortment optimisation. After 12 months of live data, the owner now has evidence on which fabrics move fastest, which colours convert, and which price points stall — information unavailable from the physical store alone.
Scale-ready foundation. The platform architecture (WooCommerce + custom-extended filters) is built to add new cities, warehouses, and product lines without a rebuild.

Before & After

Before	After
✗ Sales limited to walk-in customers at the Moscow showroom	✓ Orders accepted 24/7 from anywhere in Russia via the online store
✗ No data on which fabrics or price points attracted the most interest	✓ 12-month demand dataset: category views, filter queries, conversion by SKU
✗ Basic plugin filters could not handle cross-attribute queries (colour × brand × width)	✓ Custom-extended filter logic handles arbitrary multi-attribute combinations natively
✗ Stock and assortment decisions made by intuition and supplier availability	✓ Data-driven assortment: slow-movers identified and phased out, top-sellers prioritised
✗ Zero digital brand presence — no SEO, no content, no returning traffic	✓ Blog and product pages drive organic search traffic and build repeat visitor base
✗ Expansion to other cities had no evidence base	✓ One year of consumer geography data ready to target the next market

Metrics

12 mo

demand testing period completed

14+

fabric categories in the catalog

simultaneous filter dimensions (colour, brand, width…)

physical showroom + online store in sync

2020

launched in production

∞

scale-ready: new cities without a rebuild

Admin Training

After launch, the client received hands-on training in site administration — managing the product catalog, publishing blog posts, moderating orders, and configuring WooCommerce settings — so the team could operate the store independently from day one.