Does slow fashion need explaining?

While those of us in the fashion industry intimately understand the difference between “slow” and “fast” fashion because it affects the daily aspects of how we work, none of that is seen by the customer. In other words – they don’t know what they don’t know. And one of the most important jobs I have as a slow fashion copywriter is to educate customers so they can make informed purchases.

As I said in my post on “Bridging the Gap” between designers and customers, all the shopper sees is what you tell them. That can be as bare-bones as a product photo and a price. OR you can use each product listing, blog post, and newsletter as an opportunity not just to engage with potential buyers, but to educate them on why slow fashion options are better for everyone.

Starting with the name: slow fashion

The term “fast fashion” is not new – it was first used in a New York Times article in 1990. However, that original article was not framing it as a negative. It had not yet become the massive, destructive force that is modern fast fashion. That negative perception has gradually developed over a 34-year period. BUT that discussion only entered mainstream awareness a few years ago.

The term “slow fashion” – a riff off of the slow food movement – was coined in 2007, in an article in The Ecologist (not to be confused with The Economist). It took another 10 years or so for the term to work its way from niche knowledge into the public sphere. But being aware of it and understanding it are two very different things.

Slow doesn’t just take longer…

The term “slow fashion” only conveys the timeline difference. And to the average customer, something taking longer to get in their hands is NOT a good thing. If you – as a customer – have the option of getting the same product at the same price in 2 days or 10, you will go for the 2-day delivery nearly every time.

Again, from a customer perspective, if you have a choice between the same product being delivered in 2 days or 10, AND the 10-day delivery product price is 10x more…well, what SANE person is going to buy something for 10x as much AND have it take 5x as long to be delivered?

“BUT WAIT!” you say…

“They aren’t the same product AT ALL!” Yes, YOU know that. And I know that. But does your CUSTOMER know that?

Not unless you TELL THEM HOW it’s a different product

It’s worth repeating. And repeating again. The customer ONLY KNOWS what you TELL them. That can be through words or pictures, but the information needs to be provided to the customer for them to be able to act on it.

And that’s where sustainable fashion copywriting comes in.

It is MY job as a copywriter to know:

• Who the target customer is
• What information they need to make a purchase
• Why they want/need that information
• How to make it easy to understand
• Where to put it so that it’s accessible
• When customers are going to need it

Regardless of whether it’s a shop blog post, a detailed garment description, or a brand’s email newsletter, those are ALL things that I take into consideration. Because I want any copy that I write to be conscientious, helpful, and cost-effective.

Revisiting the customer choice scenario

Again, we have the same item being offered for a low price and 2-day shipping, or 10x that price and 10-day shipping. What’s the problem with that scenario? If it’s the difference between a fast fashion garment and a slow fashion garment, it’s NOT the same item.

Sustainable fashion copywriting shows your customer that they ARE different.

• Materials (e.g., polyester vs linen)
• Construction (e.g., serged/overlocked seams vs french seams)
• Details (e.g., iron-on transfer vs hand-embroidery)
• Fit (e.g., one-size-fits-none vs numeric size range)
• Durability (e.g., lasts a season vs lasts for decades)

And that list is limited to the garment itself, not the overarching impacts that fashion production chains have on workers and the planet. So even if you have a customer who is ONLY interested in the immediate cost vs benefits comparison, that’s enough information to sway most mid-grade customers to purchase UP rather than down.

The “well, duh” that isn’t so obvious

TL;DR – Slow fashion isn’t JUST slow. You and I know this. Does your customer know? ONLY if you tell them. How? Through well-written, conscientious sales copy.

That’s where I come in. As a professional sustainable fashion copywriter, I am an expert at getting all of the necessary information into the hands of your customers so that they understand the benefits of buying YOUR pieces over the fast fashion alternatives. So not only do you NOT have to figure all of this out on your own, you don’t even have to do any writing – EXCEPT to shoot me an email. =)