A big part of the shopping experience is missing online.
Do you remember shopping with your mom when you were little? It felt like you were a tiny hostage in a wondrous playland of texture.
Mom promised you a treat if you behaved. (There were no iPhones to keep you occupied back then.) So your entertainment was the touch, sight, and smell of the department store.
Racks of clothing towered over you. You could dip between the hanging garments and get lost for a minute amongst sparkly party dresses or crisp wool suits. You’d run your hands over soft cashmere sweaters and breathe in the scent of fresh leather. All while insisting it must be time for that chocolate chip cookie.
Kids these days are missing out. Malls are going extinct and everyone shops online. No mom is dragging her mischievous 4-year-old to Nordstrom unless there's an emergency.
That also means fashion brands have to work hard to make up for the loss of the tactile shopping experience.
As a fashion copywriter, I’m here to tell you that words have to do the heavy lifting. Images and videos will only take you so far. Enticing clothing descriptions seal the deal when it comes to online shopping. Through words, you must convey the feel, fit and experience of wearing that pleated chiffon maxi skirt. Your customer will miss out on the wonderful feeling of strolling while hearing the swish of chiffon as it catches the breeze — unless you tell her.
In this blog post, I’m going to teach you how to write clothing descriptions that sell.
This is the exact formula I use when writing creative product descriptions for fashion brands.
Without further ado, let’s dive right in...
How to think like a fashion copywriter.
Fashion Copywriting 101: Know Your Audience
Before you start writing clothing descriptions you’ve got to know exactly who you’re writing to. If you haven’t come up with your customer avatar yet, that’s ok. Here’s how to start thinking like a fashion copywriter.
Be as specific as possible when identifying “your girl.” Details make all the difference. Go beyond the typical age, income, likes, and dislikes. Yes, you’ll need this information too. But it won’t help you write fun and creative product descriptions.
Think about one specific customer. Visualize her in your mind.
Who is her favorite band?
What book is she reading?
Who is her style icon?
Who does she follow on Instagram for inspiration?
On Saturday is she hitting a club or catching up on Netflix?
What are some of her biggest challenges in life?
Where does she see herself in 10 years?
Create a real person in your mind. It makes it that much easier when you sit down to write.
But, wait!
What if my company makes clothing for women who go out dancing and love to curl up on the couch. That’s totally cool. This is just an exercise to get the words flowing and give your writing focus.
Now that you’ve got a real person in mind, you can write your clothing descriptions directly to her.
Brand Voice — The Key to Creative Product Descriptions
Do you already have a clear and established brand voice? Awesome, you can skip this section and keep on keepin’ on.
If you’re not sure if you have a brand voice, or have no idea what I’m talking about. Don’t worry.
Your brand voice is the tone, style, and personality of your brand as it comes through in your copy. If you don’t already have an established brand voice, now is a great time to start nailing one down. When working with my clients I use a 5 step process to develop their brand voice. I’ll be sharing more about this in a future blog post, but here are a few ways to get you started right now.
How does your brand relate to your customer? Is she an older, trusted friend? Maybe she’s her cool aunt who travels the world. Just like with your ideal customer, specifics are best.
You can even look at high school stereotypes for ideas. If your brand were a person where did she fit in high school? Cheerleader, drama geek, art weirdo, honor roll goody-goody, etc...
Can you relate your brand to a character from a movie or TV show? Think of strong characters that you love. Leslie Knope from Parks and Rec. Samantha from Sex and The City. There are tons of great characters you can steal from.
Now take one or two of these ideas and visualize a real human. How does she speak? Are there certain phrases she uses? How would she address someone? (Dear, darling, babe, sweetie, ma’am.)
Brainstorm a few words or phrases that feel like the essence of your brand. Make a list and keep them handy anytime you’re writing.
I know it feels like you’ve already done a ton of work, but you’re finishing the hard stuff now. All this work upfront makes it easier to crank out creative product descriptions.
Now that you’ve got a personality for your brand and you know who you’re talking to, it’s time to start writing your clothing descriptions.
Enticing Clothing Descriptions Evoke Emotion
This blazer will make you feel like a warrior in your next meeting.
Yes, we all need clothes to cover our bodies. But the choice of what we wear lies in how we feel while wearing it. When you’re selling clothes what you’re really selling is emotion.
Think about what your customer struggles with. Tug on that emotion and remind them how your products will improve their lives.
Fighting for a promotion at work? A sharp, tailored blazer turns you into a warrior at your next big meeting.
About to go on vacation but feeling gross? Buy that long, flowy maxi dress for your upcoming Hawaii trip. It’s the perfect piece to make you feel beautiful while relaxing.
Are you a new mom who wishes she had time to get a workout in? That $140 pair of leggings are exactly the motivation you need. Your butt looks awesome and you’ll feel unstoppable. It doesn’t matter if you haven’t been to SoulCycle in years.
Don’t feel like you need to exploit your customer’s problems, it’s about making a connection. Another technique is to tell a story. You can describe the confidence you’ll embody as you walk into that monthly marketing meeting. Or strolling along the beach and feeling glamorous in a long dress.
Reach out and Touch Someone
In online retail, clothing descriptions have to do the job our fingers normally do. So much of the shopping experience is based on touch.
Paint a picture for your customers. This silky, satin top will caress your skin... Wrap yourself in this soft, creamy cashmere scarf... Treat yourself to dessert, these stretchy jeans are forgiving...
Describe the fabric or material so well your customer can feel it. Be careful not to over exaggerate. You’ll only see endless returns if you sell something as buttery soft when it feels like sandpaper.
Give Style Tips
Help your customer envision your product in her wardrobe by providing some styling tips. The more versatile your piece, the more value for your customer.
Pair these booties with your favorite jeans for a sophisticated look... Dress up any outfit with this sharp and structured blazer...
Add on a few of the previously mentioned fashion copywriting techniques. Tell a story with your styling tips and evoke emotion. Now you’ve got the good stuff.
You really don’t wanna do THAT…
The Fashion Copywriter’s Big No-No
Wondering if you can copy and paste the descriptions from the manufacturer’s website? No. NO. NO!
I don’t mean to sound harsh, but this can do a lot of harm. You want your website to be an authority in your niche. Unique and well-written content is the best way to do that.
Google and other search engines punish websites that publish duplicate content. They consider this content to be plagiarized and view your website as low quality. That means you won’t show up anywhere near the top of search results and you’ll be losing out on new customers.
Recycled product descriptions will get you in trouble with Google. If you’re already using duplicated descriptions, replace them ASAP. The sooner you can post fresh product descriptions, the less damage you’ll do.
Save the Boring Stuff for Bullets
After you’ve painted a picture of your item with words, you can add the details with bullet points. This is the place to use jargon and specifics. Customers can skip over this section if they’re already sold, or search for the info they need.
What should you include in your product description bullets? Fabric and material details. Sizing info that is specific to this garment. Information about snaps, zippers, closures or any other details you haven’t already mentioned.
Are there any questions that regularly come up with this item? Your bullet points are the place to address them.
Seal the Deal
If you’re in the online fashion business, your words have to do a lot of work. Stunning photos don’t sell on their own. Great clothing descriptions should be written for your ideal customer. Be sure to use your distinctive brand voice, evoke emotion and tell a story. Give your customers a few style tips and never EVER copy and paste your descriptions from another website.
Don’t skimp on clothing descriptions. They seal the deal and turn browsers into buyers. You’ve got to invest. Either time or money. If you don’t have time to write creative product descriptions, hire a fashion copywriter.
Want to see some high-converting clothing descriptions in action? Check out this FREE workshop: Double Your Sales With Product Stories.
You'll discover…
✅ Why we need to tell Stories, not describe products
✅ See examples of killer Product Stories in the wild
✅ Learn what elements make up a Product Story
PLUS you'll get a free download of my Product Stories Checklist. This PDF makes it easy to follow the formula when writing product copy.