Shakespeare’s work expresses the entire range of human experience. His chosen characters were easily relatable, who took the sympathy of the audience as compared to Shakespeare counterparts, who had a very linear outlook of the world, good people and monsters.
Shakespeare in his time was famous for his distinctive writing style. The writing unlike the time depended on extended, sometimes elaborated metaphors and language often rhetorical. Shakespeare used a pattern consisting of lines of unrhymed iambic pentameter called blank verse.
These techniques were a significant contributor to Shakespeare’s success. What does this has to do anything with your lifestyle / fashion brand. Specially the description of your products.
Not a sales copy:
Your product description is not a sales copy. It should not be the technical jargon filled piece of content that reduces your product to a mere item.
Finery is an apt example of this, the description talks about the dress in such detail and still it feels like poetry. It is pure classic, it creates a mood, communicates an emotion and wins.
Introduce to seduce:
Product page is all about seduction, seduction and seduction. You are selling an experience not an item. Think of it this way that this product is an entry point towards your brand’s experience.
Mimi Holiday does an excellent job at it, combining a seductive copy with points based description. It’s a win win situation.
Don’t describe, paint a picture:
With an average bounce rate of xx time is of the essence. You need to grab their attention and invite them for an experience. Playfully creating a picture with words that enhances the customer’s curiosity for your product.
Fendi being the most successful brand fails a potential of augmenting the brand experience.
Consistency is the key:
Much like any experience, it only lasts if it’s done consistently without deviating. Build a voice & tone of your brand and extend it with consistency.
Zara is a perfect example of being consistent with their tonality and length.