Having a clothing business description on your website, brochure and important documents is one way to endear your customers to your brand. Every business, no matter how big or small has a story to tell. Customers love to buy from people that they like, trust and can relate to and a business description can help with that.
What is a Business Description?
A business description gives an overview of the core aspects of your company. It captures what you do and what makes your business different from all others. Anyone that reads your business description should immediately understand the scope of your business.
For fashion entrepreneurs with clothing businesses’, this means clearly defining what your clothing business is about and who your target audience is. Writing a clothing business description is not as hard as you think once you know the right steps to take.
Come with us as we show you 6 steps to take to write a clothing business description that attracts clients. After the 6 steps, we have included a sample clothing business description for you.
Steps to Writing Your Clothing Business Description
1. Define and Know Your Target Audience
Before writing your clothing business description, you must first fully understand who you are making clothes for. You must understand their desires, interests, pain points, location, and even clothing budget. If you don’t know who will patronise your clothing brand, you will not know what to add or remove from your business description.
With knowing your target audience, you know the types of humour and language that appeals to them. You know how to speak to their emotions and the tone of voice to use with them. For example, if your target market is working-class women, your business description should be different from someone who sells clothes to teenage girls. The tone, language and story you use for both groups will differ to appeal to them.
2. Start With a Simple Introduction
Now that you understand who your target audience is, you know how to introduce yourself to them. Your business description should start with an introduction of your brand. Let it be a simple outline that gives a small glimpse into your clothing business.
In this introduction, you want to tell the who, what, where, and since when of your business. This looks like introducing your company name, explaining what your clothing business does, telling where you operate, and how long you have been in business.
This immediately gives whoever is visiting your fashion website an idea of whether or not your clothing business is for them. For instance, if you sell clothes for children, a teenager knows not to bother trying to shop from your business.
3. Tell the audience your core values and what you specialise in
Every fashion business should have core values that they stand for. Your clothing business description is your opportunity to tell the audience what you stand for. Are you interested in sourcing all materials for your clothing brand locally? Do you employ traditional methods of doing things to preserve culture? Is your workforce comprised mainly of local artisans? Are the values of honesty and transparency important to you?
The fashion industry is highly competitive but your clothing business description can provide a way for your clothing business to stand out. Communicating your business philosophy in your business description distinguishes you from competitors. Give people a good reason to gravitate towards your clothing brand.
Also, tell people what your business is passionate about. Tell people about the work your business loves doing. Or tell them about what you would like to see in the fashion industry. Speaking about these lets people see to the deeper reasons behind your clothing brand.
4. Tell a Short Relatable Backstory of Your Business
Everyone loves a good story. Your customers love a good founding story so give it to them. Let them in on the moment you realised that you had to start your clothing brand. Give them a taste of what it felt like when that eureka moment hit you, but make it quick.
Most fashion entrepreneurs start their business out of frustration or because they saw an opportunity. Let them in on what it was. As you craft this story, speak to their emotions and make it highly relatable to them. This way, you can build a connection with them as most of them will start seeing you as a person.
5. Show the Benefits You Provide
Businesses sell solutions or benefits. That’s what customers are here for. As you write your business description, sell the benefits your clothing business will bring to its customers. Since you know them, you can easily speak to their pain points in a few words.
Since you are not the only clothing brand in your niche, you must find ways to make them decide to pick your clothes over others. No matter what the solution you provide with your clothing business is, make sure to tailor it to your customers as though you are speaking directly to them.
6. Give a Glimpse Into Your Goals
Since you have told us where you came from and what you are here for, give your customers a taste of where you are going. This is why you must have fashion business goals for your clothing brand. As you write your business description, incorporate your future goals into your business story.
These details help put a full picture to your brand story. With it, your customers can see where you came from and your vision for the future. This reassures them that you are in the business long-term and you are dedicated to serving them.
As you craft your business description together, it will help to have a call to action to encourage customers to patronise your brand.
Sample Clothing Business Description
Here is a sample clothing business description that we put together for a hypothetical fashion brand named Fashion Closet.
“Fashion Closet has been creating fashionable, comfortable and lasting pieces for pregnant women in Lagos, Nigeria since 2010. We believe in sustainability and creating an enabling environment for our people. So, all of our clothing is skillfully crafted by our local artisans using materials sourced locally and sold at a fair price.
We realised how hard it is for pregnant women to find comfortable yet fashionable pieces that could be worn beyond the pregnancy months, and believed there had to be a solution to this. We are working towards becoming a household name in Nigeria and Africa as well as providing you with quality service always. Try out our clothing and watch yourself fall in love.”
After you have done all that needs to be done, make sure to go over your work and edit it to eliminate all spelling and grammatical errors. It will also help to get someone to proofread it for you, just so you know you’re on track.
If you want to nail your clothing business description but are not skilled at writing, don’t worry, our expert team at Mauvelli can help you with our copywriting services. Sign up here and we will work with you to craft a clothing business description that befits your brand as well as attracts customers.