How to become a fashion copywriter
Writing copy for fashion brands can be a fulfilling full-time career. Here are the steps to take and skills to learn if you're considering the profession.
TL;DR — Whilst there are no fashion copywriting degrees, there are key skills writers can learn to help them specialise in the niche. These include gaining a deep understanding of the fashion industry and fabric terminology, knowledge of general marketing and copywriting principles and honing natural writing talent. Internships or experience in related roles, alongside a strong portfolio, will also drastically improve your chances of becoming a successful copywriter in the fashion industry.
Are you interested in a career in fashion copywriting? If you've considered writing for clothing brands for a living, here's everything you need to know about how to break into the industry and make it your job.
WHAT DOES A FASHION COPYWRITER DO?
A fashion copywriter's job is to help brands sell clothing and accessories using the power of words. By using engaging and effective language, the copywriter builds brand awareness, retains customer loyalty, conveys the designer's intention behind a collection and most importantly, increases sales.
Day-to-day tasks for a fashion copywriter could include:
Naming new products and collections
Conceptualising brand tag lines and campaign slogans
Creating OOH and print materials, including copy for billboards, posters and in-store signage
Writing product descriptions, category descriptions and UX copy for a fashion brand's website
Email marketing, including the creation of attention-grabbing subject lines and body copy
Refining CRM copy, this could include catalogues, leaflets or mail-outs
Crafting scripts for TV, radio or online advertisements
Paid and organic social media caption creation
WHAT KEY SKILLS DO FASHION COPYWRITERS HAVE?
There are no official degrees in fashion copywriting, but most writers who go into the field have a background in marketing, journalism or fashion communications. A keen interest in fashion is essential for working in the role, as writers need to be familiar with the fashion calendar, fashion history and the current landscape of trends.
It's also important that aspiring fashion copywriters have a good understanding of fashion terminology and a keen eye for fabrics, as they may often be asked to describe a product from an image alone. Being able to identify what a garment is made of, as well as how that fabric fits and feels on the body, is key. Books like Fashionpedia and Textilepedia are great guides for those looking to improve their knowledge.
Alongside fashion knowledge and a natural flair for writing, budding fashion copywriters must have an understanding of basic marketing principles, e.g. knowing what a USP is and how to write about it effectively to sell to a customer. Any knowledge of SEO principles is also a great bonus, specifically for copywriters looking to work with e-commerce brands and produce web copy. This skill, along with AI-optimised copywriting, is becoming increasingly sought after.
FASHION COPYWRITING INTERNSHIPS
Interning or gaining work experience with a fashion brand or a creative agency with fashion clients can be a great way to hone these skills. Fashionworkie, Fashion Jobs and The Business of Fashion job board post copywriting intern opportunities, but you can also reach out directly to brands you'd like to intern with. Many of these positions will be within major fashion hubs, like London and New York, but an increasing number offer remote working, so don't be discouraged if you live far away from a major city.
HOW TO BUILD A STRONG FASHION COPYWRITING PORTFOLIO
Whether you are applying for an in-house copywriting position or are approaching a label directly as a freelancer, you will also be asked for your portfolio. This is usually a PDF document that showcases your previous writing experience, the type of brands you've written for, and the different types of content you’ve produced. Your portfolio is your chance to show future employers and potential clients your range and impress them with your writing skills, so it's important to spend time crafting an appealing portfolio.
A portfolio should include a variety of work. Try to show a mix of copy examples across different brands and different formats. Include screenshots or insert copy files (if you have usage rights) and explain in your portfolio which fashion brand the copy was written for and why. Include the aim of the project and any relevant statistics that show the impact of your work. Perhaps your billboards captured press attention, maybe you crafted a slogan that went viral, or you simply wrote copy that helped to increase organic traffic to a brand's website. Don't shy away from your success and highlight your achievements.
MAKING A FASHION COPYWRITING PORTFOLIO WITH NO CLIENTS
You can still create a portfolio even without previous experience. Create a series of mock projects for fashion brands that you'd love to work with. Look at their latest product launch and come up with a different approach for their copy. Write a fictional rebrand for a fashion company you feel needs to work on its communications. As long as you make it clear in your portfolio that these are mock-ups made simply to showcase your skills, you should face no issues and come across as a proactive candidate.
HOW TO FIND FASHION COPYWRITER JOBS
Once you have a strong portfolio and perhaps some industry work experience under your belt, it's time to apply for fashion copywriter positions. You can apply to work as part of a fashion brand’s in-house team, to creative agencies for the chance to work on their fashion clients, or market yourself directly to clients as a freelance fashion copywriter. Opportunities for all of these kinds of work can be found on regular job sites like Indeed and LinkedIn, but you can also reach out to recruiters who can help you secure these roles or promote yourself straight to potential clients on social media. Good luck!
FASHION COPYWRITING ADVICE
If you are an aspiring fashion copywriter and have a question that wasn't answered in this blog post, feel free to email me or reach out to me on LinkedIn for advice. I am also happy to review portfolios or offer one-off copywriting mentorship for a fee.
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