The Savile Row Company

For The Savile Row Company Ltd, a family-run luxury menswear retailer trading from Mayfair, London since 1938, I led the responsive rebuild of its Magento eCommerce storefront.

My work covered information architecture, wireframing, responsive UX and UI design, the CMS banner system, front-end implementation and Magento delivery. The goal was to replace a desktop-oriented storefront with one coherent experience across desktop, tablet and mobile.

The resulting system covered the homepage, category pages, product listings and product-detail pages, with shared navigation, merchandising patterns and responsive behaviour.

The existing Magento storefront had not been designed responsively, even as more customers browsed on tablets and mobile devices.

Product pages were particularly demanding. Customers needed to inspect garments, select size and fit, choose customisation options, understand delivery and returns, and compare related products without losing the premium character of the brand.

The merchandising team also had to create seasonal banners manually for different placements. The project therefore had two connected challenges: make the shopping experience usable on smaller screens, and create a more reusable foundation for campaign content.

I began by auditing the existing storefront, catalogue structure and Magento templates. I then mapped the information architecture and used template and product-detail wireframes to establish structure before moving into visual design and implementation.

The responsive system was defined through a documented grid and reusable page patterns. The work covered the homepage, category pages, product listings and product detail, including image inspection, product options, size guidance, customisation, delivery information and cross-selling.

Rather than treating promotional content as one-off artwork, I defined reusable CMS banner variants for carousels, category placements and homepage tiles. This allowed the same campaign content to be recomposed across the storefront.

The project delivered one responsive Magento storefront replacing the desktop-only build.

The homepage, category, listing and product-detail templates shared the same navigation, trust messaging and cross-selling logic across screen sizes. The documented responsive system operated from a 1264px desktop breakpoint down to a 320px mobile breakpoint.

The CMS banner system supported campaigns including Formal Shirts, 4 for £100, New Season 2014/15, Our Fits, Customisation and Look Book. These could be recomposed across carousels, category banners and homepage tiles without creating a new bespoke design for every placement.

The most useful decision was to define the grid and information architecture before drawing the full set of templates. That gave the storefront a shared structural logic instead of a collection of individually optimised pages.

The CMS banner work reinforced the same lesson. Treating campaign content as a set of documented variants made the system easier to reuse than treating every banner as a finished graphic.

The work also exposed the limits of a responsive rebuild. A stronger next phase would have tested the responsive product-detail experience with shoppers earlier, particularly around fit, customisation and the amount of reassurance needed before purchase.

The detailed product-detail wireframe acted as the interactive prototype for stakeholder review before visual design and Magento development.

It covered image gallery and zoom, product options, size guidance, customisation, quantity, add-to-basket, ratings, delivery and returns, Complete the Look, related products and recently viewed items.

The storefront was implemented as one Magento template system across desktop, laptop, tablet and mobile rather than as a separate mobile site.

Multivariate and A/B testing tools were available to validate merchandising and layout decisions, including banner variants and product-listing density. The CMS banner module also supported campaign reuse across carousels, category banners and homepage tiles.

Some information and details have been excluded for confidentiality reasons.

This case study is presented for portfolio purposes and follows Fair Dealing principles. It does not disclose confidential or proprietary information belonging to The Savile Row Company.

The material represents my work and perspective on the project and does not necessarily reflect the views or strategies of The Savile Row Company.