Writing the right product descriptions for clothes can be tricky for a fashion retailer. You can't just list product specifications, like which materials you use, or garment sizes and expect to generate incredible conversions. Your descriptions need to be persuasive, engaging, and inspiring.
In the competitive fashion space, where customers have countless vendors to choose from, your approach to writing product descriptions can turbocharge your sales results, help you build stronger relationships with customers, and even differentiate your brand.
Plus, in the ecommerce world, writing effective product descriptions is a good way to boost your chances of your store ranking on the search engine result pages for the right terms.
So, how do you write product descriptions that convert?
The Importance of Product Descriptions for Clothes
It's easy to underestimate the importance of great clothing descriptions. A lot of fashion companies assume that if they show enough pictures of a high-quality product on their site, they won't need a great product description too. However, that's not the case.
Even with great product pictures, 360-degree videos, and more, you can still struggle to capture a customer's attention without the right product description. In fact, 87% of consumers say that product content is crucial to their decision-making process.
Effective fashion product descriptions:
- Engage your customers: Pictures can show a customer what a dress looks like, but they can't explain how luxurious the material feels, how lightweight it is on the skin, or how the item will make a customer feel. Your product descriptions can.
- Provide useful information: Product descriptions should be packed full of useful information. They should provide insights into the sustainable materials you used in your products, the fit of the garment, and its overall purpose.
- Enhance your brand image: A great product description is a fantastic opportunity to showcase your brand's personality. You can use your unique voice to connect with your customers on an emotional level, and increase conversions.
- Improve brand visibility: Clothing descriptions are also an excellent way to add text to an image-heavy website, which increases your chances of ranking on the search engine results pages. This is particularly true if you use the right keywords.
- Differentiate your company: Effective product descriptions can showcase all the way your brand stands out from other ecommerce stores in your industry. They highlight your unique selling points, and demonstrate how unique your brand really is.
The Key Elements of Effective Product Descriptions for Clothes
In a moment, we'll share our top tips for writing the best product descriptions for clothes, based on what we've learned working with countless successful vendors. First, however, let's look at the key elements that all product descriptions should include.
Product Specifications
It almost goes without saying, but your fashion product descriptions should tell customers everything they need to know about the products they're buying. The best product descriptions will provide information about sizing and fit (helping customers to make the right choice). They'll outline the materials used in the products, your production method, and anything else customers need to know.
Companies in the fashion industry are actually legally required to provide plenty of "specification" information on each product page. Key points to consider include:
- Product type (dress, bag, jacket, shirt, etc)
- Product style (A-line dress, polo shirt, tote bag, etc)
- Fabric type or finish (velvet, woven, cotton, etc)
- Closures (Zippers, buttons, elastic)
- Size range
- Care instructions
Product Features and Benefits
Product specifications are crucial, but you also need to go beyond the basics with your clothing descriptions. Aside from just listing specs, what other features can you talk about? Can you discuss how your product is quick-drying, or great at wicking away sweat?
How can you explain the benefits of your products to your customers? For instance, how will your product make them feel? How will it make them look? How does it align with their priorities (things like sustainability, or durability)?
Brand Personality
This is something a lot of companies ignore when they're trying to write product descriptions fast. A great product description shouldn't be able to apply to any similar product sold by a different brand. It should highlight your unique brand voice and personality.
Creative product descriptions can include a sense of humor, a youthful or vibrant writing style, or emotional language that connects with your target audience. Unique, branded product descriptions sell more, boost brand loyalty, and enhance your brand's reputation.
How to Write Product Descriptions for Clothes
Now you know what your clothing descriptions need to include, let's dive into some top tips for making them as impactful and powerful as possible. Writing product descriptions effectively can take some practice, but if you follow the best practices below, you'll be on the right track.
1. Align your Descriptions with Your Target Audience
Don't make the mistake of trying to write product descriptions that appeal to everyone. Instead, focus on what matters most to your target audience. Ask yourself, who is your ideal customer, and what do they value most when shopping for clothing? Do they care most about sustainability, comfort, a great fit, or durability? What kind of language do they use when describing products?
Are they drawn to trendy terms like "Boho" or "Chic", or do they use more traditional terminology like "Classic", and "Minimalistic". You can learn more about your target audience by watching how they speak on social media, checking their reviews on other products, or even examining your competition to see what kind of language they use.
It's also worth thinking about how customers will be using your clothing products. Look at how Oxford Shop tailors its product description to travellers who want "wrinkle-free" clothing that's ideal for business trips:
2. Create Product Description Templates
Every clothing product you sell will be unique, but it makes sense to have some consistency in your product descriptions. In fact, studies show consistent brand messaging can increase conversions by up to 20%. Templates will help you to quickly outline everything each product description should include, and will also save you time when you're updating your ecommerce store.
When you're creating your template:
- Outline the key information to include: Such as your product characteristics and details, a catchy call-to-action at the end of the description, and sizing information.
- Create a list of adjectives to use: Create a list of effective adjectives that resonate with your brand's personality, and the needs of your target audience.
- Decide on a specific length: Define how long each product description should be. Most customers will be shopping on mobile devices, so shorter is usually better.
- Choose formatting details: Make sure your descriptions are scannable with bullet points, well-formatted paragraphs, and a font that's easy to read.
- Tone of voice details: Remind yourself of how your tone of voice should sound, such as friendly, creative, romantic, or sophisticated.
3. Write multiple descriptions and test them
Sometimes, the only way to ensure you're getting the best results from your product descriptions, is to experiment. Rather than just writing one set of product descriptions for clothes, write a few different versions and test them. A/B testing is a great way to monitor how changes to your product pages can affect your conversion rates.
Consider altering different factors over time, such as the keywords you target for SEO purposes, the length of your product descriptions, or the format. Experiment with positioning different information about benefits and features in different locations.
Use your analytical tools to keep track of the results, and remember to come back and test again in time. Customer preferences and expectations can evolve, so your product descriptions should evolve too. Don't limit yourself.
4. Use Attention-Grabbing Adjectives and Trendy Terms
Adjectives are a valuable tool in product descriptions. Eye-catching terms will grab a customer's attention much faster than basic, technical details. They'll also help to showcase your unique brand's voice, personality, and values to your customer.
Great examples of popular adjectives include things like: eye-catching, luxurious, versatile, vintage, retro, or timeless. If you're trying to reach a forward-thinking and savvy fashion audience, then it makes sense to pay attention to trending terms too.
Look at the kind of hashtags customers are using on social media, and the terms that are common amongst influencers in the fashion industry. Great examples include:
- Eco-chic
- Athleisure
- Capsule wardrobe
- Fitted
- Eclectic
- Boss babe
5. Be Cautious with Jargon and Slang Words
While using trendy words in your product descriptions for clothes can be a great way to grab attention, it's a good idea to avoid using too many complicated terms. Relying too heavily on slang and jargon can alienate some of your customers.
Although it's a good idea to use terms that specifically appeal to your target audience, consider sharing your product descriptions with a few different team members and asking for their feedback. If they can't understand what you're trying to say with your description, refine it a little.
6. Make Sure It's Easy to Read
Great product descriptions for clothes are easy to read, scannable, and short. They should convey plenty of information and personality in as little space as possible. Stick to simple, straightforward language, and follow a specific structure with your message.
For instance, a lot of leading clothing companies follow the same "Opinion + Fact + Noun" structure for their descriptions, such as: "This gorgeous (opinion) cashmere (fact), cardigan (noun)..."
Before publishing your product descriptions, give them a once-over to ensure you're not using any complex terms or stuffing them with two many keywords. It's also a good idea to check for any grammar or spelling errors, as they can harm your brand's reputation.
7. Tell a Story
Human beings are wired to love stories. It's how we've shared knowledge and learned new things for decades. Bringing an element of storytelling to your product descriptions is a great way to ensure customers can actually visualize themselves in your clothing.
For instance, consider the difference between a description like "Floral Mesh Dress", and one like this:
Storytelling can also be an excellent way to provide useful insights into your company's values. For instance, TOMS footwear regularly reminds its customers that they donate a pair of shoes to a child in poverty whenever someone makes a purchase.
Examples of Great Product Descriptions
Still ensure where to begin with your product descriptions? Here are some great examples of our own product descriptions here at NovaTomato, that combine branding, emotional impact, and information:
Women's Athletic T-Shirt
You could combine the details shared in this product description with more storytelling elements, such as: "Combine comfort and style in an athletic shirt that's designed to keep you cool all-day long. No matter the sport, you'll look like a winner in this eco-friendly tee."
Men's Polo Shirt
Here's an example of how you can take the details about this polo shirt and convert it into an impactful intro for your product description:
"Made with eco-friendly and sustainable materials, this moisture-wicking and professional-looking polo-shirt will keep you looking your best during hectic office days. Breathable and sophisticated, this shirt is perfect for every occasion."
Tote bag
Here's an example of how you can create a product description that matches your brand based on the information offered about this Tote bag: "Show off your style and your love for the planet with this eco-friendly and flexible tote bag. Protect the earth in style."
Write Better Product Descriptions for Clothes
Writing product descriptions for clothes can be challenging at first, particularly if you don't consider yourself to be an amazing writer. However, crafting descriptions that combine information and insight, with brand personality and emotional intrigue can significantly boost your chances of sales.
With the right product descriptions, you'll grab the attention of more customers, increase the number of visitors to your site, and even boost conversions.
Here at NovaTomato, we give our print on demand clients all of the initial information they need to craft amazing descriptions for their clothing products. Contact our team today to learn more about how we can help you start building an impressive brand.
FAQs
What is the recommended length for a product description?
The ideal length for a product description can vary depending on your target audience and how much information you need to share. Ideally, you should aim for between 150 words, and 300 words. Anything over 300 words can be a little overwhelming for some customers.
How to write a product description step by step?
- Identify your ideal customer, and their language style.
- List benefits and features for your clothing product
- Implement emotional and engaging adjectives
- Use sensory language
- Tell your product's story and feed the customer's imagination
- Ensure the description is simple and scannable
What information should be included in a product description?
A product description needs to clearly highlight all of the key features of your benefits and products. It should tell a story, engage your customers with impactful adjectives and descriptive terms, and draw attention to your unique brand personality.
