Writing is hard but writing about yourself is the hardest. No matter what, writing is one of the most important parts of selling yourself and your garments so it’s time to become a master of messaging as you begin to build your brand.
1. Do your research.
This advice could be said for any time you enter a room let alone a marketplace but still holds true. Research brands you admire and emulate and see how other people are describing their product. Once you find examples of written work you love, make an effort to tell your story differently or with your own angle.
2. Get specific.
The difference is in the details. For example, the “dichotomy between old and new” is a common phrase used to describe designers’ lines. Too common. Before you use phrases like this to describe your line, get specific about why this change in time inspired you. What are we doing differently now that we weren’t doing then? Has the change been beneficial? Does your clothing reflect that? The goal should be to speak in specific stories, rather than abstract concepts.
For garments, make sure you describe the fabric, color, print if relevant, closures, weight, washing instructions, etc. You’d be amazed how many designers do not add this information but most of it is the first thing shopper search for and can impact their decision to purchase if not all information is stated.
3. Describe the person you are trying to dress – in detail.
Are you trying to dress a classy, sophisticated lady? What do you mean by that? Is she the type of woman that eats on golden plates? Is she the type of woman that never swears in public? Describing the behavior, goals, and priorities of your ideal consumer is a telling way to describe your brand values as a whole and is helpful in trying to position your brand to sell.
4. Adjectives, adjectives, adjectives: Style tags and badges
Adjectives are key to differentiating yourself (and SEO). We make it easy to help your consumer find your clothing by tagging your garments with styles and badges. Badges are attributes about the garment that are important but not necessarily specific to the style. Examples include: Eco-friendly, Vegan, Making a Statement, etc. Feel free to add the style tags you think best fit your garments in your descriptions, as well as any badges that may pertain to each item. Again be specific. This may be a key factor in whether the consumer clicks buy or not.
Using very specific and different words helps people find you and establish your brand’s personality. Especially on the web, where common phrases will cloud the search of your brand and dilute the story you’re trying to tell. Check out some examples of bigger brands with incredible content below:
- Old Spice
- Kit and Ace – check out the garment descriptions on these athleisure pieces, invoking a name, a time, and a place
- Nike’s Better For it Campaign
Who is your favorite? Let us know what you think in the comments below!
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