July 21, 2015 4 fashion content writing tips that will help you drive online sales

By Shelly Sarkar

Copywriting is a crucial element of your digital marketing strategy, particularly when it comes to retail e-commerce. Using the right words and communicating with customers effectively encourages users to browse your site and even come back for more later. Better yet, the right copy persuades them to buy.

In regards to the fashion industry, delivering informative, catchy and search-friendly descriptions – as well as entertaining posts – will get customers hooked on your store and products, and help you drive sales.

Please note that although the 4 tips below are centred around the fashion industry, the principles still apply regardless what sector your organisation is in.

1. Make sure you talk to the right customer

From a mere subject line through to elaborate feature article titles, every point of communication you have with your customer must be correctly categorised. Unfortunately, not many online stores make an effort to customise content. For example, stores may send gender-specific content to their entire database (your male customers don’t need to know about new arrivals in women’s swimwear!). Such tactics only lead to high bounce rates and low open rates. Personalisation goes a long way.

2. Understand that language differs from store to store

Empathising with your customers needs, thoughts, behaviours and tone of voice is the crux of successful sales. This rule very much so applies to e-commerce environments. For example, Net-a-Porter and Nasty Gal are two well-known aces in online retail world. But both sites harbour very different clientele. Nasty Gal offers affordable fast fashion to young women; Net-a-Porter is a luxury-goods retailer comprising everything that’s trending in the fashion scene.

If you pick two similar (or even identical) products featured on both sites, you’ll notice a considerable difference in the content writing style.

Nasty Gal Tiger Boot Net A Porter Tiger Boot
The Nasty Gal fashion product description for this animal print boot is:‘Unleash your inner shoe freak with Shoe Cult by Nasty Gal. These mod-inspired leopard boots have lace-up detailing and a pointed toe. Wear them with a shift dress for those days you’re on the go-go.’ The fashion product description used by Net-a-Porter for a similar looking shoe is:‘Gianvito Rossi’s leopard-print calf hair ankle boots have a low heel that is the perfect height for day-long wear. Wear them with your favorite pair of skinny jeans.’

As you can see, Nasty Gal has chosen a casual way of describing its product; this type of language gels more with their target market. On the other hand, Net-a-Porter describes detail in a way that suits more sophisticated, premium online shoppers.

3. Ensure you apply the right fashion terminology

Not giving proper attention to the quality of your content – whether it be spelling and/or grammar and/or the incorrect terminology – negatively impacts sales.

ASOS and Topshop are fantastic e-commerce content leaders when it comes to accurate and error-free product descriptions, site-wide. Take an ASOS product for example. ‘Leatherette’ (or ‘faux leather’) and ‘leather’ are two similar looking yet completely different fabrics. The copy you choose will dramatically influence a customer’s decision to buy or not to buy – and affect their expectations/satisfaction once they receive their delivery in the mail.

This is ‘leatherette’ or ‘faux leather’. This is real leather. Can you tell the difference from the image alone?

4. Get in tune with fashion trends and celebrity happenings

Talking about your products in the context of fashion trends will help to build a community of fashion fans. At Avion, we consider a blog essential. Not only does it build advocacy (we all know readers enjoy flicking through content related to their specific fashion preferences), but blogging also improves your visibility online and SEO (search engine optimisation).

When next copywriting content for your fashion website, consider the following:

  • Who is wearing it? Celebrity references always affect buyer behaviour. See below, the Mr Porter website has written an article on shoes that reference classic Hollywood icon Steve McQueen. Likewise, ASOS has created a trend file based on the look of rapper Little Simz.
  • Which designers that showcased this trend in their latest collections?
  • How can customers incorporate that trend in their everyday style?
  • What other related products do you offer? A separate landing page and call-to-action tab/button always triggers the potential to upsell and improves the user experience.



To see how we can make fashion shopping more personal for your customers and accelerate sales, have a chat with Avion today.