• Kelly Richardson

How to Create Product Descriptions (Fashion)

Which black t-shirt would you rather buy (Shirt A or Shirt B)?

Shirt A

Who doesn't need another cute black tee? This short sleeve tee will fit in perfectly with the rest of your favorite T-shirts! Lightweight, black, slub-knit fabric gives way to a high rounded neckline, short sleeves and a classic comfy tee bodice. Pair with cropped denim pants and some cute sneakers for a trendy vibe.

Shirt B

100% Cotton Shirt. Fabric is pre-shrunk lighter weight cotton.

Some individuals will prefer to purchase shirt A and some shirt B. Everyone is different and the reasons why we purchase items of clothing are different. As you read this article you will come across examples which will refer to this t-shirt example to help you better develop product descriptions.

Let’s Get Started (What will you learn?):

  • What information is important for you to include in descriptions?

  • How do product descriptions impact your online sales?

Customer Perspective

When you are developing your product description you need to keep your customers in mind. You need to be sure to include the relevant information that your customers are going to want to know about the garments that you are selling. To do this envision yourself in the customer’s shoes. What would make you want to buy that garment? Customers likely want to know what material the garment is made of, where it is made, and how it can be washed amongst other things.

Keep in mind if you have an online clothing boutique that your customers are unable to touch and feel the items before they receive them. For this reason, you need to be as descriptive as possible. Talk about the details of the garment. For example, if pants are lined make sure to mention that. Specify if the garment has pockets. Be sure to include pictures depicting several different angles. You should consider including at least three views (front, side, and back).

You should also consider the demographics of your customer including but not limited to age, gender, occupation, and income. Some customers may want to read cute descriptions accompanied with a bulleted list of details. Others may simply want the details laid out in a bulleted list without the cute description. Bulleted lists are good to use because a lot of customers will skim through the description instead of reading it. Use language that would appeal to potential customers. Would you use the same language to sell that black t-shirt to a stay at home as you would to a gym that works out in it?

Aside from features you should also talk about the benefits of your garments. Is that black t-shirt good for working out, everyday errands, or pairing under blazers for work? Get to know your customers and provide what they are looking for in the product descriptions.

What do you think happens when you don’t include enough details in a product description? Either the potential customer will ask you a question or will move on to another website to make a purchase. Pay attention to any comments that your customers leave when reviewing items that they have purchased. They may help you improve your product descriptions. Customers are more likely to be happy with their purchase if what they have purchased meets their expectations. Product descriptions are what customers use to compare their needs with their expectations for purchases.

Online Marketing

Another reason why you should take the time to carefully develop your product descriptions is because they can impact who visits your website. Product descriptions are part of your online marketing strategy. Let’s go back to the example of the black shirt. A potential customer goes online to find a black shirt. He enters the words “Short Sleeve Black Cotton Shirt for Men”. If you haven’t included the word “men” then your website is less likely to appear in the search engine results than another clothing boutique that indicated the word “men”. The more descriptive you are the better the chance your shirt will appear when someone is looking for what you have to offer. Keep in mind you are competing for attention with lots of other websites. There’s a lot more to consider when it comes to getting found online.

Provided below is a list of details that you should consider including in your clothing descriptions to help your customers make purchase decisions.

  • Consumer (Babies, Kids. Ladies, Men)

  • Product Type (Shirt, Pant, Skirt, Dress, etc.)

  • Price

  • Shipping Details (Price, Speed)

  • Garment Size

  • Color and Pattern

  • Sleeve /Pant/Skirt/Dress Type and Length Description

  • Neckline Description

  • Fasteners/Closure (Tie, Button, Zipper, Snap, Wrap, etc.)

  • Other Details (Pockets, Cuffs, Skirt Split, Sheer, Ruffles, Pleats, Bows, Cropped, etc.)

  • Material

  • Washing Instructions

  • Where Item is Made

  • Season (Fall/Winter/Spring/Summer)


  • If using a model include the garment size of the model and the model’s dimensions

  • Include at least three different pictures (front, side, and back view)

Product descriptions help a customer decide whether or not to purchase your offerings. It is important to spend time creating descriptions so that you can increase the chances of purchases being made from your clothing store. When someone lands on one your product pages there is a good chance that they are interested in what you are selling. Use descriptive language to capture that potential customers attention and express to them why they should buy what it is that you are offering.

Key Takeaways:

  • Provide enough detail in your product descriptions to help your customers decide

  • Write descriptions that are targeted for your customer demographics

  • Include words in your descriptions that customers use to search for your products online


© 2020 Fashion Entrepreneurs of Houston

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