Content for E-commerce Luxury Fashion Website

Copywriting Brief for bopf Ecommerce Website Brand Background We buy (on consignment) and sell authenticate pre-loved luxury goods. We help sellers sell their pre-owned goods they no longer use, and we also make luxury goods more accessible. The way I want to really ‘stand out’ from the competition is to be more of a lifestyle brand that focuses on sustainability, slow fashion, a circular economy (garments are circulated for as long as their maximum value is retained) etc. Requirement Our key medium of communication will be our e-commerce website where buyers and sellers will be able to understand who we are and what we have to offer along with how sellers can partner with us. Content is needed to populate key pages on our ecommerce website. The purpose is to thoroughly convey the services we offer & for SEO purposes. The main requirement is content for the collection pages, the about us page and a tagline. Please also refer to the site map attached separately. Objective Thoroughly convey and inform website visitors on what services we offer (buying and selling authentic pre-loved luxury fashion goods) and personality of the brand – which is a young and fun brand that cares about sustainability/circular fashion, its clients and is passionate about fashion. Target Audience We are talking to two kinds of audiences’: buyers and sellers. There needs to be a strategic way in how the copy is written in order to connect with both of these audiences. • Sellers: Fashion enthusiasts who love to shop and who love to own the latest trends. They only wear current trends (i.e., fashion victims who wouldn’t be caught dead wearing past seasons). These individuals tend to be socialites or have top positions in companies or are business owners. (or come from wealthy backgrounds). o Age range is generally 25-65 o Gender Women (and secondary men but the primary focus is women) o Income bracket: mid to high o Nationalities: Emirati, GCC Arabs, Lebanese, Indian (but of course it’s not limited to just these nationalities’) • Buyers: Clients who are looking for items that they missed out on when the collections were in stores as well as clients who are looking for a good bargain (owning a luxury item at a fraction of its original price). o Age range is generally 18-55 o Gender Women (and secondary men but the primary focus is women) o Income bracket: low to high o Nationalities: Lebanese, American, Europeans, Indians, Emirati/GCC Specific Requirement The below pages are what we need content for. 150 - 200 words per page for the below pages 1. About Us 2. Collection Pages a. We would like brief intros on each of the collection pages to be displayed above the products -Bags -Shoes -Fine Jewelry -Accessories -Clothing -Gift Card 3. Why consign with us a. Why should I consign my items? (some of the reasons you can include in the text are below) -Make space in your wardrobe -Proceeds can be given to charity -Proceeds can contribute towards your next purchase -Sustainability, circular fashion, environmentally friendly (giving your items another lease of life) 4. Conscious Fashion a. A page that touches on or explains benefits of preloved/circular fashion 5. Tagline (examples from competition below) -A sustainable luxury company -Your Premium Luxury Handbag Outlet -Honoring the Heritage of Luxury Brands 6. Thank You Note to be included for deliveries (please note: this is not going on the website) a. I want to include a fun ‘thank you note’ – thanking clients for their purchase as well as reminding them on the positive impact they have made by shopping with us. Below are a few competitors that I find really inspiring. They are also good references or guides for you when working on the copy: 1. [login to view URL] 2. [login to view URL] 3. [login to view URL] 4. [login to view URL] 5. [login to view URL] 6. [login to view URL]