If you’ve ever watched Dragon’s Den or the USA’s equivalent Shark Tank, you’ll know that the fashion industry is one of the most oversaturated markets in the world. The shows’ panellists are constantly turning away even the most experienced designers, usually because they don’t believe the idea has what it takes to disrupt the market.
With a value exceeding 1.5 trillion dollars, it’s no wonder so many people want a slice of the action. Despite its competitive nature, launching a successful fashion business can yield impressive results, especially if your brand takes off from the get-go.
With that being said, here’s a truth any aspiring entrepreneur should know: you NEED a fashion copywriter to make your luxury label a soaring success.
Here’s why.
What Is a Fashion Copywriter?
Before we unravel the mystery behind launching a successful fashion brand, let us explain exactly what a fashion copywriter is. Put simply, the term describes any qualified writer who specialises in writing content of all forms for the fashion industry. A fashion copywriter is equipped with the words, knowledge and strategy to turn ideas into concepts, crafting copy that’s ambitious, inspired and designed to sell.
Fashion copywriting isn’t just about writing about the technicalities of clothing and understanding how manufacturing processes work. It’s about understanding the vision behind a brand – the essence that makes your label unique.
That’s what a fashion copywriter really brings to the table.
Fashion Marketing: The Basics
If you’re approaching the launch of your very first luxury label, you’re probably feeling pretty overwhelmed by the whole process. There’s SO much to think about – nailing your marketing strategy being one of them.
We’ve collated just a few of the essential tasks every fashion brand should tick of their to-do list before launching to the public.
Here’s Our Essential Fashion Marketing Checklist 📝
✓ Create a homepage with compelling, content – optimised for search engines
Your website should be exciting, packed with SEO copy and completely aligned with your branding. Start off with a bold homepage that encourages visitors to purchase from the offset – or at least to discover more about your first collection.
Once that’s ticked off, you can start to think about SEO blogs and how they can drive additional traffic to your site.
✓ Make sure your product descriptions capture the value of your product
Any content writing agency can tell you about the importance of exceptional product descriptions, mainly because it’s one of the hardest things to get right. The best descriptions are those that capture value, benefits AND features, without confusing the customer.
✓ Prepare a PR strategy by distributing press releases to relevant publications
PR is often seen as separate from marketing, but the goal is the same: spread the word about your upcoming launch. Press releases offer a succinct and exciting summary of your offering and entice publications to write about it, so make sure to include all the key details.
✓ Build your social media accounts and start posting pre-launch content
Once you’ve made your social media accounts, it’s time to start teasing your upcoming brand launch. Many luxury labels prefer to take a minimal approach, first posting simple teaser graphics, then following up with more detailed, compelling captions.
✓ Choose your email platform and start sending out pre-launch mailers
Email marketing is a HUGE part of fashion marketing. In fact, over the last 12 months, 77% of marketers have seen a spike in email engagement from their target consumers. Whether you opt for long-form newsletters or personalised discounts, don’t skip out on this step.
✓ Start reaching out to influencers who align with your brand message
Influencer marketing is a great way to raise brand awareness, particularly when your brand is in its early stages. It’s important to reach out to influencers or their agents with the right kind of message and plenty of information, so make sure to nail your communications before starting.
✓ Consider paid social media or Google ads and how they can maximise reach
As well as organic social media and website traffic, you can also generate sales from paid advertisements online. The key here is to really refine your message and get the tone of voice bang on for your audience. Spoiler alert: a fashion copywriter can help with this…
✓ Refine your launch month content calendar and prepare content in advance
Preparing content in advance is a great way to stay consistent with your posting schedule, especially during a super busy launch period. Plan out a series of posts around the key pillars of brand awareness, focusing on engagement as a priority.
So, Why Do You Need a Fashion Copywriter to Make Your Luxury Label a Success?
The list above probably looks pretty overwhelming, especially if you’ve never launched a business before. That is EXACTLY why you need a fashion copywriter on your side.
Whether you opt for a freelancer or a content writing agency specialising in fashion, the right copywriter can help you fulfil every job on your to-do list. As well as drafting exciting press releases and social media content, they’ll make sure your website is up-to-scratch, packed with SEO copy that drives traffic to your launch.
3 Ways a Content Writing Agency Can Boost Your Fashion Marketing
When cash is tight, the marketing budget is often the first thing to go. However, if you want to ensure your luxury label reaches Vogue-cover levels of success, it’s important to find a partner you can really count on. A content writing agency or fashion copywriter can provide support with almost every aspect of your marketing that involves crafting copy, but here are some key benefits to hiring one.
1. Fashion Copywriters Offer a New Perspective
This point may seem obvious, but sometimes what you REALLY need when you’re preparing to launch a new brand is a fresh perspective. After staring at your fashion marketing strategy for months, even years, your ideas (and your fears) can start to spiral.
A content writing agency can take things back to basics, reminding you of the key elements required to launch successfully. Whether your website content needs a refresh or your social content isn’t quite hitting the mark, a fashion copywriter will give you new solutions to work with.
2. They’ll Help With SEO Strategy, as Well as Content
Copywriting isn’t just about crafting words that sell. It’s also about researching a brand inside and out, getting to grips with its target audience and understanding what makes them tick. If you’re struggling to form a solid plan of action to take your SEO to the next level, a fashion copywriter or content writing agency can help you do exactly that.
Using their expert tools and experience, a copywriting agency will figure out the best keywords or messaging points to focus on – then get to work building out the content from there.
3. They’ll Refine Your Tone of Voice
One of the most important aspects of building brand awareness is nailing the right style of messaging, whether you’re going for a high-end aloof vibe or a Gen-Z slang personality.
A fashion copywriter will understand the importance of ensuring every piece of content you release is aligned with that voice, building loyalty and familiarity with your potential customers.
Take the Adidas website as an example.
In recent years, they’ve switched their focus from sportswear to street style, targeting younger generations with their colourful, retro and bold designs.
The copy on the page speaks directly to that audience, using the language of social media trends to slot into a familiar voice and appeal to the right people.
Now let’s look at Radley.
With an older target audience who likely have a completely different style, the tone varies significantly. It’s less playful and more to the point, while still incorporating key language features to make clear who their products will appeal to.
Need Support With Fashion Marketing from a UK-Based Content Writing Agency?
Why not get in touch and tell us a bit about yourself? Our UK-based copywriting agency has helped thousands of happy clients to level up their content, and we’d love to help you next!
Inspired Copy is a UK copywriting agency specialising in SEO-friendly content such as blogs, web copy, product descriptions, social media captions, and more. We’re based in the heart of Manchester, but our client base spans over 50 countries. If you’d like to get copywriting and content that effortlessly converts visitors, readers, and scrollers to customers, we’d love to help. We’re here to make words work for you, because great copy sells.
