Technologies
- WordPress Content and catalogue managed in-house by the client's team.
- WooCommerce Catalogue, variants, cart, and checkout for the full footwear and accessories range.
- Elementor Pro Campaign layouts and reusable template sections across the storefront.
- Rey theme (child theme) WooCommerce-focused theme extended through a child theme so updates stay safe.
- Commerce integrations Facebook and TikTok catalogue sync, Google Tag Manager, and Google login on the account flow.
Project Overview
Dorian (dorianargentina.com) sells handcrafted leather footwear, bags, and outerwear in Argentina, online and through its own physical stores. The site needed to carry a deep catalogue (shoes, sneakers, boots, bags, backpacks, jackets, across men’s, women’s, and kids’ lines) while running the promotional rhythm a fashion retailer actually operates on.
This was a team build. I worked as part of the development team on the project, not as the sole developer.
Objectives
- Campaign-ready storefront - Support recurring sale cycles without rebuilding the homepage each time.
- Catalogue depth with clean browsing - Keep a wide range navigable through category entry points rather than one flat product wall.
- Recover lost demand - Stop out-of-stock sizes from being a dead end.
- Multi-channel selling - Keep the product catalogue in sync with the social platforms the brand sells through.
- Online-to-store continuity - Connect the online store to the physical locations instead of treating them as separate businesses.
Project Workflow
- Theme architecture - Built on the Rey WooCommerce theme with a child theme layer, so customisations survive updates.
- Category entry design - Structured the homepage around large photographic category tiles (Shoes, Sneakers, Bags, Backpacks) that lead into the catalogue, with a campaign hero above carrying the current promotion.
- Variant handling - Configured linked product variations so colourways of the same model connect to each other on the product page instead of appearing as unrelated listings, alongside a size chart for footwear sizing.
- Back-in-stock notifications - Added stock notification capture so a visitor hitting a sold-out size registers demand rather than leaving with nothing.
- Gift cards - Implemented gift card purchase and redemption through the checkout flow.
- Channel integrations - Connected catalogue sync for Facebook and TikTok commerce, Google Tag Manager for analytics and campaign attribution, and Google login to reduce account-creation friction.
- Direct contact and social proof - Placed a persistent WhatsApp contact button and surfaced Google reviews on the storefront.
- Store locator content - Built out the physical store section with locations, addresses, and opening hours.
Results and Impact
- Full-range store online - The complete footwear, bags, and outerwear catalogue is sellable with correct variant and sizing behaviour.
- Promotional cycles run in-house - Sale campaigns are swapped through Elementor templates without developer involvement.
- Demand captured instead of lost - Out-of-stock sizes generate notification signups rather than exits.
- Unified commerce presence - One catalogue feeds the website, Facebook, and TikTok, with the physical stores represented alongside it.
