What is a Fashion Copywriter?
What does a fashion copywriter do?
I’ve been a fashion copywriter for over 3 years now. But before doing it officially for other brands, I hadn’t thought of it as a career path. I was just doing it naturally for my own online business.
Had I looked into it or been introduced to the world of freelance fashion copywriting earlier, it might well have been something I would have explored during or straight out of Uni.
But what actually is a fashion copywriter? And what do we officially do for brands?
Copywriters create written content for information and content marketing purposes. Fashion copywriters do this - but they’re also specialised. Often, with a background in the fashion industry that gives them a certain expertise for the role.
With a fashion copywriter, you get the marketing and copy expertise – copywriting, content marketing, SEO, etc. – but you also get fashion expertise – knowledge of garments, construction, trends, designers, etc.
What can a fashion copywriter help you with?
Fashion copywriters can help with lots of different types of content projects for fashion brands. Here are some of the main things that I work on with my fashion brand clients.
Website content
Any sort of web content you need from About Us pages to detailed FAQs. Take a look at the LC website content pages for a little more info.
Product descriptions
Product descriptions are important for a plethora of reasons from SEO to user experience and returns. Click over to our fashion product descriptions page to find out more.
SEO copy
SEO is a major part of every brand’s marketing strategy. Whether they’re solely online or not. Your SEO strategy will include on and off-page content and a fashion copywriter can help you to plan, create, schedule and publish what you need to get seen on Google.
Click over to the LC fashion SEO copywriting page for a little more info.
Blogging
Blogging is a key part of any brand’s SEO strategy. It’s also a great way to entertain your visitors and push out unique content on your social channels. But creating consistent blogs each week that are unique, interesting and search-optimised takes a lot of time. A fashion copywriter can help with all of this.
See the LC fashion blog management page to see how we can make this easy for you.
Social media
Social media is necessary in this fast-paced digital world. But it’s time-consuming. Fashion copywriters can help you to create and schedule bulk social media content to take this job off your hands.
Email marketing
Need some fresh ideas for email marketing campaigns? A fashion copywriter can create short and snappy snippets for anything from trend alerts to product launches.
Branding & TOV Packages
Fashion copywriters have worked with a wealth of brands. Established brands often already have a comprehensive Tone of Voice Guidelines package to work with. This includes things like customer persona info, use of language and tone, dos * don’ts & best practices.
New or smaller brands might need help to create these branding or tone of voice packages and a fashion copywriter is the perfect person to help.
See more about what LC does for Tone of Voice Guidelines.
What makes a good fashion copywriter?
I think a good fashion copywriter is someone that has a real interest in getting to know the brand.
Any decent writer can create some product descriptions or churn out a few blog posts centred around trending topics. But a really good writer will put some extra work in – in the background.
Before starting, they’ll spend some time really getting to know the brand. If there’s not much to work with, they’ll do the work and research necessary to create customer personas in line with the brand’s target customer. That way, every piece of content works in line with the brand’s identity. As well as speaking directly to their target customer.
Another point worth mentioning I think is the range of experience. I’ve spent well over a decade working in the fashion industry. From working in retail to a luxury buying office, I’ve been entangled in the fashion world for my entire adult life.
I also have experience with manufacturing, visual mechanising and digital marketing.
All of these things make my fashion writing stacked with experience in what works best, what gets seen on Google and, what sells clothes.
So, what makes a good fashion copywriter?
→ Depth of knowledge
→ Breadth of experience
→ Expertise in digital and content marketing
→ Attention to detail
→ Professionalism
→ Natural style
→ Passion
To name just a few things.
So, if you’re thinking of hiring a fashion copywriter to take your content to the next level, get in touch and I’d love to see how LC can help.
Until next time…
