Stable and solid implementation of product feeds to safely handle peak periods.
Lanieri was born from a contemporary vision of Made-to-Measure, reinterpreting tailoring as a space for personal expression and authentic distinction. Originally launched as Italy's first eCommerce site dedicated to Made-to-Measure men's elegance, today Lanieri offers a completely integrated shopping experience across online, omnichannel services, and physical ateliers, combining artisan tradition with technological innovation.
The shopping experience is built around each individual customer's needs. You can shop online through a 3D configurator that allows you to create your own Made-to-Measure garment in real time, visualizing fabrics and customization options. Alternatively, you can book a style consultation in an atelier, remotely via video consultation, or directly at home with the Lanieri Da Te service. Lanieri is present in Italy with ateliers in Milan, Rome, and Turin, and in the rest of Europe in Paris, Brussels, and Madrid.
Suits, blazers, shirts, and trousers, but not only: the collection also includes casual garments and knitwear, to offer a complete Made-to-Measure and fully personalized total look.
Each garment is a unique piece, made according to a zero-stock business model: Lanieri produces exclusively on order, minimizing the environmental impact related to production, logistics, and returns.
Having an effective multi-market feed management system like Highstreet.io is essential when marketing activities expand.
In a previous phase, Lanieri had decided to test an in-house solution via plugin, driven by the idea of reducing costs and having direct control over feed management, thinking that operational needs could be handled internally with a simpler tool. With the use of the plugin, several critical issues quickly emerged: limitations in managing feeds depending on the target market, poor flexibility in optimization rules, and above all the absence of structured support capable of intervening quickly in case of problems. These difficulties slowed down the team's daily work, increasing the time dedicated to technical management at the expense of strategic activities. In some cases, they also negatively affected campaign performance, with feeds not always updated or incomplete in many markets and therefore not correctly aligned with commercial needs.
The need therefore developed to regain greater stability, control, and speed of intervention, especially in view of critical periods like Black Friday, where feed accuracy directly impacts performance and sales.
Highstreet.io's feed management system allowed Lanieri to have structured and reliable feed management.
The Highstreet.io setup was quick: within a few days, Lanieri was back to 100% operational, with feeds correctly aligned with commercial needs and ready to support Google Shopping Feed and Meta Shopping Feed campaigns without interruption.
The Highstreet.io support team intervened promptly, resolving the operational issues encountered with the in-house solution. In particular, Lanieri regained advanced feed control, greater flexibility in optimization rules, and the security of having a stable system even with high volumes and promotions typical of the fashion sector.
The Highstreet.io support team’s technical expertise in feeds, combined with their genuine understanding of the dynamics of performance marketing in the fashion industry, made all the difference.
After implementing Highstreet.io, Lanieri recorded an improvement in campaign stability and traffic quality, with more efficient promotion management and better conversion continuity during peak periods. Lanieri faced Black Friday with greater peace of mind and effectiveness compared to the past. The feeds held up without issues even during traffic and promotion peaks, allowing the team to maintain campaign continuity on Google Shopping Feed and Meta Shopping Feed at a crucial moment for revenue.
Having a competent technical partner means reducing operational risk and freeing up internal resources. Instead of managing technical emergencies, Lanieri can focus on strategy, creativity, and campaign performance, knowing that the feed infrastructure is solid and monitored. Without timely intervention, the brand would have risked operational inefficiencies precisely during the most critical period of the year, with obvious negative impacts on visibility, conversions, and sales.
The benefits of collaboration with Highstreet.io were both tangible and intangible: greater technical stability, less operational stress for the team, campaign continuity, and the security of being able to respond quickly to any needs. All elements that, in the context of fashion Black Friday, make a concrete difference.
In the coming months, Lanieri's focus will be on continuous performance optimization on Google Shopping Feed and Meta Shopping Feed, making the most of the feed structure to support new collections, seasonality, and promotional activities. Thanks to the solid technical foundation provided by Highstreet.io, Lanieri can now raise the bar on objectives, working with greater ambition on performance, scalability, and growth, without being limited by operational problems.
"Managing everything internally may seem like an efficient choice, but when complexity grows, having a specialized partner like Highstreet.io makes the difference in terms of reliability, time saved, and results. The Highstreet.io team is competent, responsive, and solution-oriented, capable of supporting the business even in the most critical moments."
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