Katherine Hooker
Ecommerce storytelling for a luxury fashion brand
Katherine Hooker is a luxury womenswear label known for refined tailoring and heritage craft. The pieces, which include outerwear, waistcoats and accessories, have appeared on style icons the world over — from royalty to red carpets — earning a reputation among women who value timeless elegance and British fashion heritage. As a new autumn collection launch grew closer, it was time to reimagine how their story lived online.
Built within Shopify, the brand’s existing site was intentionally minimal. But as the collection expanded and new audiences arrived, the experience needed to evolve. Together, we identified an opportunity to create more space for heritage storytelling and connect customers to the luxury of the line with a full website refresh to improve the UX and weave in the brand values more deliberately. Alongside this, we set out a digital strategy spanning email marketing, paid media and organic social for luxury ecommerce, designed to grow reach and drive traffic to the updated site.
We designed the refresh to bring the brand into sharper focus by introducing a more immersive editorial feel with richer visual content, a more streamlined user flow and the capacity to host their largest collection to date. To support launch and beyond, we rolled out a full email marketing strategy that included archive highlights, an essentials line and a three-phase new collection drop, plus upcoming trunk show invitations. Paid and organic social campaigns were developed in tandem to drive sales and re-engage audiences. And as the digital story took shape, we enhanced the tone of voice to run more of the luxury heritage angle through the narrative and cultivate moments of action at key touchpoints of the customer journey.
The impact of the work was felt across all channels. Email engagement climbed well beyond the benchmarks and paid campaigns returned results that far outpaced earlier activity, showing an undeniable alignment between messaging and audience. On mobile, visitors browsed for longer and converted in higher numbers, with Safari users standing out as particularly active. The UK market emerged as the clear driver of sales, a sign of how well the refreshed story resonated closer to home. That same story now carries through the site itself, a space where customers can immerse themselves in the world of Katherine Hooker with an ecommerce experience that makes each collection easier to both explore and own for a lifetime to come.
