A good product description can get an item SOLD. We’ve written a bit about better business copy or writing in the past, but good product descriptions are often less brand-based and more factual – full with lots of great search terms relevant to helping your product stand out and get found. Go through our checklist below for different product description styles so that you make sure you are providing all the relevant information for your customers.

General descriptions to always include for fashion and accessories products:
  • What is the garment color? Always note the color of the garment in the description. Try not to use just a work like lavender for purple. When in doubt, use both!
  • How does the garment or item “do up” or “close?” Always note closures. This includes zippers, buttons, velcro, etc and where they are located.
  • Are there pockets? Are they real?
  • Is the item lined or partially lined? Always note if the product is lined and what the material of the lining is.
  • Is there leather or fur on this item? Note if you have fur or leather details and if those details are real or not (people care…). If the detail is not real, call it faux or vegan.
  • How does the shopper take care of it? Note care info. We suggest “Hand Wash” or “Dry Clean Only” if you’re not sure to be safe.
  • Is there a pattern? If patterned, is it a standard pattern (like plaid) or custom?  If custom, this is a nice detail to note if so and be sure to include the artist (if other than designer) and the inspiration or meaning of the pattern (if any).
  • Is there special functionality? Waterproof, wrinkle resistant, UV protective and durable materials all make products special.
For Bottoms:
  • Where does the item sit on the hips? Is it mid rise? Highrise? Low rise?
  • Is the fabric stretchy? In pants and skirts, shoppers appreciate knowing how much flexibility in the size they have.
  • How long is the inseam and where will the hem fall? Midi, tea length, maxi, mini, and below the knee are all different options for skirt lengths. Capri, ankle length, flood length, boot cut, flare, bell bottom, wide leg are some pant length and type options.
For Tops:
  • Is the item meant to be worn fitted? Loose? This is helpful to set expectations.
  • How much stretch does the fabric have? As with bottoms, some shoppers are sensitive to fabric ease.
  • What does the neckline look like? Low? V-neck? Boat neck?
  • What do the sleeves look like? How long are they? Do they have a special shape or closure?
  • What type of neckline does the top have?
For Trims and Notions:
  • What kind of hardware (if any) is on the garment?
  • Is there something special about the hardware?
  • What kind of closures does the item have?
And most importantly…
  • What makes this item different or special? Note any things about the product that are unique…for example, different way to wear, sustainably sourced materials, quality if finish on product.  

The best copy combines these SEO elements with a little bit of your brand. Let people know what differentiates your products and defines your brand.

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