Copywriter & Editor
Runway2Street
BRAND MESSAGING | PRODUCT COPYWRITING | EDITING | PROOFING
Introducing the Problem
CEO got in touch through a colleague of hers, a neighbor of mine, and we met for coffee.
Client had a new tech startup idea. To get atelier fashion directly into the hands of customers. She needed a copywriter with a fashion & apparel design background.
As a test run, my first project was to write product copy for Ukrainian brand THEO’s Collection.
Image source: Pinterest.com/theo_official
Challenges
No brand or style guidelines to reference.
Because specs were translated, not all interior details included in line sheet.
When runway brands are diverse and attract different audiences, how do you keep the brand voice consistent across messaging?
How do you encourage customer to envision themselves in these pieces without ready-to-wear or lifestyle images?
Goal
Capture unique details that elevate and differentiate runway garments from ready-to-wear retail options.
Product Copy Sample
After receiving materials and reviewing the brief, we consulted over email on target audience, brand voice, and competing markets.
With a background in technical apparel design, asking the right questions created clearer copy, e.g. highlighting details such as fully-lined or indicating type of seam that isn’t always viewable in a photo.
Provided styling advice and use cases as an added customer benefit to differentiate between competition.
Results
Client: “This is perfect. Thanks. I will send the next designer your way. Perhaps jewelry.”
No editing needed on her end.
Client offered additional projects.