Creating Fashion Content
‘Content’ is big business, which is good news for budding writers looking to break into the fashion industry. Every brand has stories they need to tell and it is a writer’s job to define and shape what these stories are and then bring them to life across all communication channels. From crafting homepage headlines, to email messages, product descriptions and social media captions, copywriting for brands has never been so in demand. In a congested and competitive content market it is imperative for brands to stand out and have ‘cut through’ on Instagram, Facebook and Twitter; to rank in a good position on Google and be compelling enough that customers bother to open an email in their over-populated in-box. In an ever-changing industry, this course will highlight the importance of engaging storytelling; it will provide a toolkit for how to write for different platforms and purposes; and highlight the importance of tone of voice and understanding a brand’s DNA/personality. It will also inspire creative ideas and help to hone a writer’s craft - both essentials in a competitive industry.
- The big picture – what is brand editorial?
- How do journalistic skills transfer to brands?
- Why do brands need storytellers?
- What makes a good brand story?
- How to write for different formats from homepage to email to social media (writing tasks will be set each week and feedback will be given)
- The skill of writing enticing product descriptions
- Understanding tone of voice and communicating this across different channels
- Writing for SEO (search engine optimisation)
- That something extra - how to bring out a brand’s personality with unique content ideas
This course is ideally suited for writers keen to hone their skills in a commercial way. You don't have to have previous experience, just a desire to learn new skills in this area, or you may already work as a writer in some capacity and are keen to understand this particular area of industry. Equally you may be looking to expand your own business in the area of content and be looking for some pointers. Journalism students looking for extra skillset, also welcome.
Alison Taylor is a senior digital editor, brand consultant, journalist and author with over 15 years’ experience at the top level of fashion and lifestyle media. With a background in journalism, Alison began her career at Elle and went on to write regularly for publications such as The Guardian, Stella, The Times, The Pool, ES, Red, Stylist and Nylon, amongst others. She wrote a column on relationships for The Independent for two years.
A brand content expert, Alison headed up editorial content at Topshop/Topman for four years until August 2018. She has also worked as an editorial strategist on a variety of projects with Net-a-Porter, Matches, Skype Collaboration Project (working with Whistles and Victoria Beckham), Pantene, Head and Shoulders and Marks and Spencer. Alison is author of The Still Single Papers, published by Random House, and co-author of Did I Say Too Much? The fashion memoir of Premier Models founder Carole White. She is also a lecturer in Journalism at The London College of Fashion.