Damart on Sixtyplusurfers.comName of item: Sensational Spring Skirts From Damart
Name of client: ‘Damart’ online fashion brand whilst on placement at ‘MCG PR’ Date/s when the work was carried out: 17th March 2015 Level of involvement: 90% - I was responsible for writing the web copy, it was then peer reviewed by employees of MCG PR for any spelling/ grammatical errors or minor amendments. Aim/Objective: Damart had just released their Spring Summer Collection 2015 and I was tasked with writing web copy to showcase their new range of skirts. The aim of the text was to provide a brief description on the items along with outfit and occasion suggestions. Target Audience: Damart’s target audience is those aged over 50 so therefore the type of language used in the web copy had to be adapted to suit the demographic. Unlike web copy intended for younger audiences, words such as ‘fashionable’ and ‘stylish’ are not as appealing as ‘trendy’ or ‘comfortable.’ Therefore descriptions had to be written with consideration towards the intended recipient. Planning/work carried out: Before starting on the web copy, I researched into the company, how they present themselves online, familiarising myself with the style of clothes they sell and also reading press releases previously written by employees of MCG. This allowed me to gage an idea of what I should be aiming for in terms of length, language used, format and layout. Skills demonstrated: In this web copy I have demonstrated the ability to adapt the use of language to suit the target audience, and use language that will appeal to consumers and gain interest. It also demonstrates that I am able to condense information into key messages without missing vital content so as to keep it short and to the point. Tactics: By recommending outfits it makes it easier for the reader to envisage the potential the garment has, and providing examples of occasions where the item could be worn can set the scene or identify with an occasion that a consumer may be looking to buy for. By describing how well fitting and flattering the clothing is, it makes it more alluring for potential buyers, especially when it’s an online store, so trying on the clothes before purchasing is not an option. The use of alliteration in the heading makes the article stand out as it’s catchy, enthusing visitors to the website to read on. Results/Evaluation: My web copy was posted on Sixtyplusurfers.com, which is an online magazine for the over 60’s, ideal for the age bracket in which Damart is targeted and a skirt featured in ‘Take a Break’s’ fashion section. |