I had no choice but to release this Tampa style studio’s fashion copywriting example the week that Barbie, The Movie releases.
Because, c’mon! How perfect is it for this week’s blog that the owner of The Stylish Chick and House of Colour Tampa Bay is in the fashion industry?
A little backstory on Barbie (in case you need it).
Did you know that Barbie’s first jobs were teenage fashion model and fashion designer, although her resume has spanned over 200 jobs? Take a stroll down the toy aisle and you’ll see that this American-as-apple-pie girl does it all! The woman has gone from a ranch as Cowgirl Barbie all the way off to space as Astronaut Barbie and everything in between. I happened to own those two among my collection of many as a young girl and actually currently own a designer Barbie collection.
I digress. But get this about The Stylish Chick’s owner. Not only does she own a fashion brand, but—her name is Barbara.
Yes, I had a real-life Barbie as a client! So talking about this project is the pink frosting on the proverbial cake of the movie release (I’ll be at the theatre this Thursday!).
The copy for this VIP Copywriting Day project had to be as on fleek as Malibu Barbie’s look for a day at the beach.
Building a fun, forward, confident brand message and seeing it pop in the final design was as exciting as opening my Barbie Dream Cottage on Christmas morning years ago.
Here’s how it all came together, driven by pink-a-licious girl power (cue the Spice Girls, please!). And check out that hero banner to start.
Fashion is always exciting, fun, and colorful, but it’s also a tough industry to brand. There are lux brands built on status and value brands that stand on quick-changing trends.
Barbara wanted something altogether different for her brand—an accessible brand for professional women (and men, too) that is engaging, educational, and leaves the client not only feeling like a million bucks but potentially also able to spark someone’s confidence to go for a million-dollar deal.
As humans, we make many quick judgments a day- not in a judgmental way, but in a first impressions kind of way. All day long, we’re presented with options, from who to hire for a job to which dermatologist to schedule an appointment to what to wear.
Work, gym, dinner with the girls, networking, Zoom meeting- we may even make a couple of different outfit choices in one day.
Expression of one’s personal style is part of personal branding- the process of using style elements to convey trustworthiness, knowledge, and personability. The more all of your personal branding elements (including your website’s copy- had to make a shameless plug there) work together in the right ways, the more the eyes of your target audience will have no choice but to turn their heads.
Looks matter to how people perceive a professional’s expertise. I learned from Barbara there are colors for each of us that make us look energized and glowing, while others might make us look gaunt, jaundiced, or washed out.
Many of The Stylish Chick’s clients are entrepreneurial women in face-forward industries like real estate, lending, law, coaching, and medical practice.
And people buy who they do business with ahead of what they buy. So, for these professionals, their image is everything.
Possibly, apart from geek-out industry research sessions for each project, the other favorite part of the writing-prep process, is gathering the background of business owners behind a brand.
I know I never saw myself where I am now professionally. I’m so grateful, but it’s the unexpected twists and turns in life; the culmination of the things we thought were working against us, and every experience in between that lands us somewhere greater than we ever saw ourselves.
I always see the same with my clients.
Their natural talents and gifts usually lead them initially to follow the most logical life path, but there are deeply rooted desires and influences that sprout at unexpected times, one day presenting as the next right chapter to unfold.
Barbara’s career path was as bright and colorful as her color analysis drapes. All the elements were there for where she’d end up.
Her grandmother owned a dress shop in LA.
She studied landscape design.
She meandered down the paths of corporate retail, interior design, and executive coaching for an accessory company.
Over 20 moves later (four cross country), she and her husband settled The Stylish Chick into her Florida nest.
This fashion copywriting project begged for elements of playfulness but not at the expense of professionalism. Communicating expertise while also serving up a side of fun takes careful orchestration. If you air too much on the side of “the expert” persona, the brand will feel stuffy or even become boring. Lean into playfulness too much, and we risk losing the professional and turning off the audience.
But, when the two can marry, the result is an approachable professional brand.
Did you know that an About page is typically the second most-visited page after the home page? This page is prime online real estate, so copying and pasting a generic bio, which may be full of facts but low on interest, is a no-no. I’d say especially more for fashion copywriting, where the writing needs dimension and movement.
I like to play up this page with interesting story elements- ones that hold someone on the page and leave them feeling they’ve gotten to know someone. When your audience gives you their connection, the handover of conversion is a much easier decision for them.
I threw Barbara some fun questions rather off the cuff, and I appreciated her trusting the process and being a great sport. She tapped back her responses for everything from her favorite snack (nachos as they’re the snack form of tacos – I agree!) to her fave fragrances and accessory she’d feel naked without (you’ll have to visit the page to find out!).
I tossed in a little Carrie Bradshaw quote as a bridge between the formal and informal brand story segments. I wanted the reader to feel they’re discovering a new girlfriend with style superpowers. Quotes can be the perfect verbiage element to create a graceful yet interesting transition for perfect flow.
Are you a personal stylist, color analyst, personal shopper, or salon owner needing a messaging makeover and some creative fashion copywriting? Do you have a new studio or consulting business or a scaling style brand and want to stand out in your market? Do you need a website, too? Working in collaboration with The Mug Creative on this brand, we delivered a completely done-for-you project for our client.
It’s a competitive business; custom messaging can tip prospective clients in your direction, show everyone your expertise, and help your site get all the Google love and rank. Contact us today to book your project, or follow us on Instagram for copy tips and inspiration.
About Geneva Maresma, Tampa-based copywriter and content writer
Geneva Maresma is a speech-language pathologist turned copywriter who loves words, wine, beaches, and cats- but not particularly in that order. As a writer with a behavioral health background, she loves helping businesses develop emotionally intelligent messaging that moves minds and invites audiences into brand stories.
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