Edd Hopkinson
Senior Designer
Menu
— John Lewis
Re-engaging fashion loyal customers
Re-engaging fashion loyal customers with inspirational communications.
Strategy • Creative Concept • Design
— The challenge
Re-engage customers
John Lewis were finding that open and click through rates for their fashion email programme were falling. Inconsistent and cluttered templates filled with disconnected products made them feel confusing and more like an ‘everything must go sale’ than a premium fashion offering.
I was briefed to update their templates with a refreshed content strategy and design to re-engage their customers.
— Concept
Focus on seasonal styles
Linking the email campaign to seasonal catalogue releases or a specific style meant more focussed, tailored communications on specific themes. This allowed a more editorial approach to the design and created a more intentional and premium feel with strong seasonal and stylistic links.
— Strategy
Bring to life with two themes
Singular themed communications:
These were timed to match up with the seasonal catalogue releases. These focussed on a single key piece trend for the new season, with outfit inspiration to accessorise and complete a look. The main focus was the seasons big ticket items or must haves; winter coats, floral summer dresses or the festive season.
Multi themed communications:
These were timed between the main seasonal campaign communications where shoppers were interested in more than one trend or theme, and the business needed to promote a lot of products. These could be much more reactive and focus on trends or themes as they emerged. Grouping products into themes allowed multiple product categories to be displayed showcasing the breadth of product available.
— Website
Complimentary destination pages
To ensure a consistent experience for customers, destination pages were also designed. These followed the same seasonal themes as the email campaign, offering alternative product choices and allowing customers not subscribed to the email campaign the same fashion experience.
Projects
CV
© 2025 Edd Hopkinson
Edd Hopkinson
Senior Designer
Menu
— John Lewis
Re-engaging fashion loyal customers
Re-engaging fashion loyal customers with inspirational communications.
Strategy • Creative Concept • Design
— The challenge
Re-engage customers
John Lewis were finding that open and click through rates for their fashion email programme were falling. Inconsistent and cluttered templates filled with disconnected products made them feel confusing and more like an ‘everything must go sale’ than a premium fashion offering.
I was briefed to update their templates with a refreshed content strategy and design to re-engage their customers.
— Concept
Focus on seasonal styles
Linking the email campaign to seasonal catalogue releases or a specific style meant more focussed, tailored communications on specific themes. This allowed a more editorial approach to the design and created a more intentional and premium feel with strong seasonal and stylistic links.
— Strategy
Bring to life with two themes
Singular themed communications:
These were timed to match up with the seasonal catalogue releases. These focussed on a single key piece trend for the new season, with outfit inspiration to accessorise and complete a look. The main focus was the seasons big ticket items or must haves; winter coats, floral summer dresses or the festive season.
Multi themed communications:
These were timed between the main seasonal campaign communications where shoppers were interested in more than one trend or theme, and the business needed to promote a lot of products. These could be much more reactive and focus on trends or themes as they emerged. Grouping products into themes allowed multiple product categories to be displayed showcasing the breadth of product available.
— Website
Complimentary destination pages
To ensure a consistent experience for customers, destination pages were also designed. These followed the same seasonal themes as the email campaign, offering alternative product choices and allowing customers not subscribed to the email campaign the same fashion experience.
Projects
CV
© 2025 Edd Hopkinson
Edd Hopkinson
Senior Designer
— John Lewis
Re-engaging fashion loyal customers
Re-engaging fashion loyal customers with inspirational communications.
Strategy • Creative Concept • Design
— The challenge
Re-engage customers
John Lewis were finding that open and click through rates for their fashion email programme were falling. Inconsistent and cluttered templates filled with disconnected products made them feel confusing and more like an ‘everything must go sale’ than a premium fashion offering.
I was briefed to update their templates with a refreshed content strategy and design to re-engage their customers.
— Concept
Focus on seasonal styles
Linking the email campaign to seasonal catalogue releases or a specific style meant more focussed, tailored communications on specific themes. This allowed a more editorial approach to the design and created a more intentional and premium feel with strong seasonal and stylistic links.
— Strategy
Bring to life with two themes
Singular themed communications:
These were timed to match up with the seasonal catalogue releases. These focussed on a single key piece trend for the new season, with outfit inspiration to accessorise and complete a look. The main focus was the seasons big ticket items or must haves; winter coats, floral summer dresses or the festive season.
Multi themed communications:
These were timed between the main seasonal campaign communications where shoppers were interested in more than one trend or theme, and the business needed to promote a lot of products. These could be much more reactive and focus on trends or themes as they emerged. Grouping products into themes allowed multiple product categories to be displayed showcasing the breadth of product available.
— Website
Complimentary destination pages
To ensure a consistent experience for customers, destination pages were also designed. These followed the same seasonal themes as the email campaign, offering alternative product choices and allowing customers not subscribed to the email campaign the same fashion experience.
Edd Hopkinson
Senior Designer
© 2025 Edd Hopkinson
Edd Hopkinson
Senior Designer
— John Lewis
Re-engaging fashion loyal customers
Re-engaging fashion loyal customers with inspirational communications.
Strategy • Creative Concept • Design
— The challenge
Re-engage customers
John Lewis were finding that open and click through rates for their fashion email programme were falling. Inconsistent and cluttered templates filled with disconnected products made them feel confusing and more like an ‘everything must go sale’ than a premium fashion offering.
I was briefed to update their templates with a refreshed content strategy and design to re-engage their customers.
— Concept
Focus on seasonal styles
Linking the email campaign to seasonal catalogue releases or a specific style meant more focussed, tailored communications on specific themes. This allowed a more editorial approach to the design and created a more intentional and premium feel with strong seasonal and stylistic links.
— Strategy
Bring to life with two themes
Singular themed communications:
These were timed to match up with the seasonal catalogue releases. These focussed on a single key piece trend for the new season, with outfit inspiration to accessorise and complete a look. The main focus was the seasons big ticket items or must haves; winter coats, floral summer dresses or the festive season.
Multi themed communications:
These were timed between the main seasonal campaign communications where shoppers were interested in more than one trend or theme, and the business needed to promote a lot of products. These could be much more reactive and focus on trends or themes as they emerged. Grouping products into themes allowed multiple product categories to be displayed showcasing the breadth of product available.
— Website
Complimentary destination pages
To ensure a consistent experience for customers, destination pages were also designed. These followed the same seasonal themes as the email campaign, offering alternative product choices and allowing customers not subscribed to the email campaign the same fashion experience.
Edd Hopkinson
Senior Designer
© 2025 Edd Hopkinson
Edd Hopkinson
Senior Designer
— John Lewis
Re-engaging fashion loyal customers
Re-engaging fashion loyal customers with inspirational communications.
Strategy • Creative Concept • Design
— The challenge
Re-engage customers
John Lewis were finding that open and click through rates for their fashion email programme were falling. Inconsistent and cluttered templates filled with disconnected products made them feel confusing and more like an ‘everything must go sale’ than a premium fashion offering.
I was briefed to update their templates with a refreshed content strategy and design to re-engage their customers.
— Concept
Focus on seasonal styles
Linking the email campaign to seasonal catalogue releases or a specific style meant more focussed, tailored communications on specific themes. This allowed a more editorial approach to the design and created a more intentional and premium feel with strong seasonal and stylistic links.
— Strategy
Bring to life with two themes
Singular themed communications:
These were timed to match up with the seasonal catalogue releases. These focussed on a single key piece trend for the new season, with outfit inspiration to accessorise and complete a look. The main focus was the seasons big ticket items or must haves; winter coats, floral summer dresses or the festive season.
Multi themed communications:
These were timed between the main seasonal campaign communications where shoppers were interested in more than one trend or theme, and the business needed to promote a lot of products. These could be much more reactive and focus on trends or themes as they emerged. Grouping products into themes allowed multiple product categories to be displayed showcasing the breadth of product available.
— Website
Complimentary destination pages
To ensure a consistent experience for customers, destination pages were also designed. These followed the same seasonal themes as the email campaign, offering alternative product choices and allowing customers not subscribed to the email campaign the same fashion experience.
Edd Hopkinson
Senior Designer
© 2025 Edd Hopkinson