Expert Tips on How to Write for the Fashion Industry

By: Jonathan Lundqvist

Judith C. Everett and Kristen K. Swanson share tips for writing for the fashion industry in their publication – Writing for The Fashion Business. Whether you are planning on writing about fashion trends for 2018 or the best Cocobay bikinis, below is their expert advice on the writing process

Writing is all about structured creativity and impactful execution. The structuring entails six steps:

  1. Planning: which requires consideration of the purpose of the article, target audience, topic, content ideas, and tone.
  2. Shaping: how to organise the content/material.
  3. Drafting: writing the first piece as a draft.
  4. Revising: reviewing the draft for new ideas.
  5. Editing: making corrections (checking and correcting the spelling, grammar, punctuation, and technicalities).
  6. Proofreading: Reviewing the final piece for typographical errors.

Planning & Purpose

Every great piece of writing is done with a specific purpose and audience in mind, with the tone determining the style of the piece.  The article should start with you choosing the perfect topic and then researching it fully to decide what and how to write about it. Source different resources that you can read to get the information you need for your topic and then use this as the basis for your article.

As the writer, you should be clear about the subject and what it is you wish to communicate to your audience.  Have a logical approach to the idea you decided on which will then help you to develop the primary message or the purpose statement. The purpose statement guides you on what you are to write and the type of response you wish to elicit from your audience. It can be a lead sentence for an outline or the first couple of words at the state of the article. The statement should be direct, clearly outlining the purpose. If using the indirect approach, then the statement should draw in the reader by capturing their attention before it defines the purpose.

Audience writing is done with a particular audience in mind meaning it targets a specific group of readers. According to experts, audience profiling should be done with four essential questions in mind:

  • Who are the target readers?
  • What do they know about the subject?
  • What relationship to you as the writer have with the readers?
  • What is their reading preference or style?

1. Who Are The Target Readers?

As a writer, you should be specific about the readers you are targeting as you sit down to write. Putting a name to the readers may be hard to do, but you can profile them according to age, gender, culture, education, profession, reading preferences, their expectations, and the rapport you have with them. With the profiling, you can fashion a message that’s tailored to the readers’ needs and expectations.

2. What Does The Audience Know About The Subject?

Always strive to connect with your readers. You can achieve this by finding out their knowledge on the topic you intend to write about. Your audience will be a mix of readers; some with a high level of understanding of the subject matter whilst other with very little knowledge. As such, try to figure out where your readers fit and ensure you write to their level.

3. What Relationship Do You As The Writer Have With The Readers?

Most of the creatives writing for the fashion industry strive to connect and establish relationships with their audience. Diversity is one of the essential elements in their writing that they observe because they know different readers view their articles. Take TV hosts, for instance; they always speak to the audience as though they are conversing with long-time pals. The idea is not just to have something to say, strive to converse with the readers. Take another example of a corporate letter addressed to stockholders informing them of the annual meeting; how the message is structured and relayed often makes the writer and the stockholder feel like strangers.

4. What Is Their Reading Preference Or Style?

Since people are different, they have different reading preferences and style. As such, know that every article you write is never read in the same manner. Some readers take things slow, absorbing every word and severing everything as they get immersed in the plot line.  On the other hand, some will read the headlining introduction and quickly skim the rest to catch the highlights.

Irrespective of the type of readers, your article should always have a captivating start that clearly headlines the purpose of the first sentence of the first paragraph. Also, the first sentence in every other paragraph should take the same direct approach. The idea is to stay concise in your writing to make it easy for the readers to find and comprehend the subject matter with ease.