SELECTIONS HITIROGLOU

instagram.com/hitiroglou_official

360 digital marketing for Selections Hitiroglou, one of the oldest upholstery stores in Athens, Greece.

Project Snapshot: Full Digital Transformation (Strategy, Content & Tech)

The Challenge:
Transforming a historic fabrics and upholstery brand (established 1920) from a traditional retailer into a source of modern design inspiration. The goal was to bridge the gap between the physical tactile experience of fabric and the digital feeds of contemporary consumers.

The Solution:
A 360° Lifestyle-Driven Digital Strategy integrating social media inspiration with tangible web functionality.

Key Features:

  • Inspiration Hub & Storytelling: Positioning the brand as a design consultant through content focused on “Home Decor Trends” and “DIY Ideas,” rather than just pushing product.

  • Immersive Visual Content: Moving beyond rolls of fabric by using high-aesthetic photography of products in real homes, alongside short-form video Reels to showcase texture and motion (e.g., flowing curtains).

  • Catalog Digitization & Lead Gen: Translating vast collections into an easy-to-browse digital gallery, paired with targeted social campaigns focused on booking appointments for custom measurements.

  • Community Building: Engaging actively with interior design enthusiasts to create a loyal online tribe around the brand.

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