La Redoute is a French fashion brand with plenty of personality, but their online product descriptions were lacking character. I worked in-house at La Redoute’s head office for three weeks, rewriting product copy for their Autumn/Winter collections.
Working within the brand’s custom CMS, I focused on adding character and flair to the online product listings. I gave the clothing context by describing where pieces could be worn, and provided customers with ‘how to wear’ advice segments.
All the descriptions were written with SEO in mind, using key phrases within product titles and ensuring there was no duplication across individual listings.
The result is a more user-friendly website that recognises popular search terms and leads customers to relevant products. More engaging copy and a sense of brand personality also encourages customers through to purchase.