Hey, it’s Edoardo from ElediaMails
Today we’re doing something fun: we’re breaking down an actual Hugo Boss email redesign — showing you exactly what was wrong with the original, and how just a few design tweaks can boost conversions and strengthen brand presence.
If you’ve ever wondered what separates a pretty email from a high-converting email, this one’s for you.
📉 The “Before”: What Hugo Boss Got Wrong
Hugo Boss is a premium fashion brand, but their email… didn’t really show it.
Here’s what didn’t work:
Generic Header — Bland header with no connection to their brand identity or recent events. Missed opportunity to create excitement.
Clunky Body Copy — Too much text trying to explain the brand. Long-winded explanations kill conversion rates, especially for first-time buyers.
No Product Direction — No guidance on where to go nextt, leaving customers with decision fatigue.
Weak Footer — Barebones footer with limited navigation and weak engagement drivers.
Bottom line: it looked like a corporate memo, not an exciting fashion brand emai
✅ The “After”: Redesigning for Conversions (and Style)
Here’s how we fixed it up, turning it into a revenue-driving machine that actually reflects the Hugo Boss brand:
1. Power Header — Brand First
We made the header visually engaging by showcasing Met Gala highlights. This positions Hugo Boss as a leader in fashion culture, building immediate credibility.
2. Simple & Direct Offer
The body was cleaned up to focus on a simple 10% offer, with a clear Call-to-Action (CTA). No over-explaining — just clean, sharp copy with fast conversion in mind.
3. Curated Product Sections
After the offer, we added New Arrivals, Underwear, and Gender-based collections to:
Lower churn (keeping customers engaged),
Increase average order value (by making product discovery effortless).
4. Clean, Universal Footer
We standardized the footer with important links and social media icons, making it functional and reusable for any campaign.
The result? Stronger branding, clearer user journey, and more reasons to buy — all in a cleaner, faster-to-read email.
🎨 Why Design & Branding Matter in Email
Most ecom brands make one of two mistakes:
They under-brand their emails (looking like every other brand).
They over-design and over-explain (killing conversions).
The sweet spot?
Strong visuals tied to your brand identity.
Minimal friction to purchase (clean copy, clear CTAs).
A layout that guides the customer, not confuses them.
Better design = higher engagement, higher conversion, and a brand people actually remember.
Until next time!
Edoardo
If you’re an e-commerce brand looking to scale to 7-figures and above we’re offering you a FREE audit where we’ll go through your Klaviyo account to see if there’s any room for improvement.
If you’re interested, then simply click here.