Posted On: 8th November 2012
As retail shifts towards the web, online stores become more creative with their product descriptions in a bid to become more appealing. Taking a flattering picture of an item from all angles is not enough anymore – e-stores are trying to seduce shoppers with elaborate and witty descriptions of whatever is up for grabs, be it a pair of shoes or a piece of furniture.
“Black silk dress” is no longer enough to catch the shoppers’ attentions, which are being torn between hundreds of other black silk dresses on the market.
This is what Net-a-Porter has to say about one of its dresses: “Achingly glamorous with just a hint of bohemian attitude, Emilio Pucci's silk-crepe gown showcases the iconic Italian brand's aesthetic at its most fabulous. This stunning piece has been crafted to perfection - note the sheer tulle back that sparkles with dozens of sequins and beads, finished with an elegant row of fabric-covered buttons.”
The dress stands out more and its price tag seems to be somehow more justifiable. The latest product descriptions sound more like short novels. You can become a part of any of these novels simply by clicking “Add to shopping bag” and submitting your credit card details. What girl doesn’t want to be glamorous with a hint of bohemian attitude? Suddenly it’s not a dress anymore – it’s a story you are the lead character.
High street is catching up with haute couture rapidly. Are you more likely to buy a simple “Gold and silver sequin dress” from River Island’s or a dress which allows you to “steal the spotlight?” Don’t fancy a bronzer and have no idea what that is? What if it gives you “a heavenly shimmer glow” as well as “a golden and glamorous radiance,” as suggested by Estée Lauder?
The trend of exquisite product descriptions is gaining momentum mostly in fashion and beauty, but more down-to-earth industries dealing with furniture and electronics are adopting it tool. A black armchair from Argos? Not that simple! Now it’s “sleek and stylish, making it perfect for everyday living” and its seats and cushions offer “a high level of comfort.” It’s also not enough to mention just the battery life and storage capacity for iPods. Apple now maintains that an iPod is “the perfect fashion accessory”.
No wonder big online stores, such as online genius Asos, issue their own magazines with unique content and hire Product Writers, who are required to have vast editorial experience. And they are right to do so: not investing in the product presentation equals committing a slow and steady business suicide. Selling “Grey polyester trousers” has to become an exercise of poetry in this economy.