Revitalizing Vintage: A Content Strategy for Pre-Loved Fashion

In one of my previous lives, I owned and managed an online-based vintage and pre-loved clothing shop. Starting from scratch, I grew the shop's social media following to 25k+ followers, and sold everything from purple 90s snake print Roberto Cavalli jeans to Highland Chic 1980s tartan Ralph Lauren wool skirts, and bubblegum pink sheer silk 2000s Bebe crop tops to matchy-matchy Paul Smith springtime floral jeans & baby tee sets.

Just as joyous as finding each piece of treasured clothing was the process of presenting each item via images, and writing outstanding copy that would capture the essence, historical context, and styling potential for each garment.

With the huge boom in the online vintage market in the last decade, it takes a lot to stand out from the crowd. The clothes themselves will only get you halfway there when it comes to attracting customers; excellent copy that conveys, concisely and vividly, the very essence of the product, whether that's a pearlescent silk slip dress with a raw hem or a patchwork letterman varsity bomber jacket, is crucial. With vintage specifically, it is also crucial to allude to the product's historical and cultural origins, whilst bringing it directly into the present, where customers can connect with it on a personal level and imagine the item as a part of their own wardrobe.

Prior to opening my online vintage shop, I worked as a sales associate at Anthropologie in London, where I learned a great deal about brand identity and target customers; namely, the importance of knowing your target customer(s), and providing enough options for however many target customers you have - each product should be easily and organically connected to one of your target customers. This can be aided by excellent copywriting, which bridges the gap between the product as the company sees it, and the product as the customer sees it. If a company is confident that a customer will like a certain product, but the customer doesn't have a chance to get up close and person with the item because they're shopping online, good product description copy becomes invaluable in securing the customer's attention, interest and confidence in a product, which in turn increases the likelihood of a sale.

I have written detailed, unique product descriptions for over 900 vintage items, winning new customers and return customers.

I would be more than happy to write 900 more.

I am currently open to freelance product description copywriting work. I specialise in clothing, vintage fashion, accessories, footwear, jewellery and home decor.