Content Writing Tips for Fashion Copywriters

Copywriting is an essential component of your digital marketing strategy, especially in regards to retail e-commerce. Using the perfect words and communicating with clients effectively encourages users to navigate through your custom web design and even come back for more later. Even better, the ideal copy persuades them to buy.

In regards to the fashion industry, providing insightful, catchy and search-friendly descriptions — as well as amusing articles — will get customers hooked on your store and products, and help you drive sales.

Please be aware that although the four tips below are centred around the fashion industry, the fundamentals still apply regardless what industry your organisation is in.


new arrivals in women’s shoes1. Be sure to talk to your ideal customer

From a mere subject line through to elaborate feature article titles, every stage of communication you have with your client has to be correctly categorised. Unfortunately, not many online shops make a bid to customise their sales copywriting. By way of instance, shops can send gender-specific content to their entire database (your male clients do not have to know about new arrivals in women’s shoes!). Such tactics only result in high bounce rates and low sales, personalisation goes a long way, you can set up a project management system with client details that sends out targeted emails.


2. Understand that language differs from shop to shop

Empathising with your client’s needs, ideas, behaviours and tone of voice is the crux of successful sales, this principle very much so applies to the e-commerce environment. By way of instance, Net-a-Porter and Nasty Gal are two renowned aces in the online retail world. But both websites harbour very different clientele. Nasty Gal offers affordable speedy fashion to young girls; Net-a-Porter is a luxury-goods retailer containing everything that is trending in the fashion scene.

If you select two similar (or even identical) products featured on the two websites, you will see a substantial difference in the content writing style.

Some shoe companies adopt a casual way of describing their merchandise; this sort of language gels more to a low end market. On the other hand, other firms describe detail in a way that matches more sophisticated, premium online shoppers.

3. Make sure you apply the correct fashion terminology

Not giving appropriate attention to the quality of your content — whether it is grammar or punctuation or the wrong terminology — negatively affects sales.

ASOS and Topshop are excellent e-commerce content pioneers in regards to accurate and error-free product descriptions, site-wide. Take an ASOS product for example. ‘Leatherette’ (or ‘faux leather’) and ‘leather’ are just two similar looking yet entirely different cloths. The copy you decide on will radically influence a customer’s decision to buy or not to buy — and influence their expectations/satisfaction as soon as they get their delivery in the email. If you aren’t entirely sure about the ins and outs of your products and materials, find a strategic copywriter who can write compelling content for you that is factual.


4. Get in touch with fashion trends and celebrity happenings

Talking about your products in the context of fashion trends will help to construct a community of fashion fans. At Avion, they believe a blog essential, not only does a blog build advocacy (we all know readers like flicking through content associated with their particular fashion tastes), but blogging also enhances your visibility online and SEO (Search Engine Optimization), and you can track all of these through a reporting dashboard.


When next copywriting content for your site, consider the following:

  • Who’s wearing it? Celebrity references always have an effect on buyer behaviour. The Mr Porter site copywriter has written a post on sneakers which references classic Hollywood icon Steve McQueen. Likewise, ASOS has created a fashion file based on the appearance of rapper Small Simz.
  • Which designers who showcased those shoes online in their hottest collections?
  • How can clients incorporate that trend in their regular style?
  • What other associated products do you offer? Another landing page and call-to-action tab/button constantly triggers the capability to up sell and enhances the user experience.