Why Creating Content for Fashion is Different from any other E-commerce Category

by | Sep 13, 2016 | Content Writing, Ecommerce

From the accessory extravaganza to wedding trousseau, there’s a way of creating eCommerce content marketing when it comes to fashion writing. Over the last two decades, fashion has been democratized and trends have taken over: so, content on fashion has to be contemporary and keep up with the ever-evolving fashion trends that rule the runway. This is why, when compared to other eCommerce categories, content creation for fashion related products has an altogether different approach.

Fashion Content from Retro to Metro

Today, when feisty models are turning small town dreamers toward high-end fashion trends, stereotypical and generic content on apparel, footwear, jewelry and accessories are not likely to convince buyers to make a purchase. Let’s admit it; we are breathing the air of luxury, pomp, show-off and style that has taken over need and comfort to a considerable extent. It’s the pink pout, red hair and blue lash that define the look of the generation. Because of this, content has to be sassy enough to navigate through the reader’s or buyer’s heart and soul.

Tune the Tone and Juggle Words

Tune the Tone and Juggle WordsWhen it comes to fashion, language and style are intertwined. Through the right words, one seems to associate emotional and psychological dimension to fashion. Therefore, choosing the right words becomes critical. Unlike creating content for many other eCommerce categories, you need to be creative and playful with expressions. Straightforward statements may not always be enough. For example, if you have to sell a dress that isn’t so attractive, you can’t call it disgraceful or less attractive. A little brainstorming and you can come out with subtle hints like “conceptual” or “homely” or “simple” or “plain” etc. Also, you should know the right terms used for men, women, children, aged and so on. For example, it’s not appropriate to use the word “chic” when writing about men’s fashion or “dashing” when writing about women’s.

Visualize, Relate, and Act

The content should be written in a way that readers can almost imagine the style statement, you are talking about. For example, while describing the bohemian look of a gypsy, you can try creating a visual by using a couple of expressions like “uneven fringes”, “high-low hemline”, “printed long skirts”, “ a top that’s buckled at the waist with a heavily embellished belt”, “black capes”, “junk jewellery” and “charcoal eyes”. The sentences should be very thoughtful and creative so that buyers can almost see themselves wearing the fashion that’s being described.

Map Every Step Before you Cement WordsMap Every Step Before you Cement Words

The writing process should be so structured that it involves proper planning before creating the draft. This helps in evaluating how effective the content will be to the target audience. You should be able to know whether the tone of the piece should be generic or personalized and targeted to any particular audience or age group. This is the primary difference between content created for fashion and that for other eCommerce categories. For example, when you are writing about a utensil or an electronic gadget or a home furnishing product, it has a universal appeal and can be used by both men and women of different age groups. Your content can be generic and just highlight the features and benefits of the products.

But, when it’s time to write about a dress, all you can be sure about is it can’t be worn by men. But do you know what age group of women might wear it? Well, women of different age brackets, teenage college goers – middle aged moms – older ladies, may all carry that dress equally well. Hence, the content that you create for the product must cater equally well to everyone, but using a different individualistic approach when it comes to style tips.

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