Barbara Bui
The marketing and e-commerce teams at the Parisian Maison turned to me to bring a more editorial tone to their website and strengthen its storytelling. I write the e-commerce descriptions for the brand's fashion collections to showcase the expertise of its ateliers, propose silhouettes that align with the essence of its collections, accurately describe the Barbara Bui wardrobe, and convey the brand's identity. The use of keywords also contributes to improving the brand's page rankings on search engines (SEO).
Les équipes marketing et e-commerce de la maison parisienne ont fait appel à moi pour apporter à leur site internet une tonalité plus éditoriale et en renforcer le storytelling. Je rédige les descriptifs e-commerce des collections mode de la marque pour mettre en valeur le savoir-faire de ses ateliers, proposer une silhouette en accord avec l’esprit de ses collections, décrire avec précision le vestiaire Barbara Bui et transmettre l’identité de la marque. L’utilisation de mots clés participe au meilleur référencement des pages de la marque sur les moteurs de recherche.
- Insights on the brand's narrative identity and editorial tone
- French e-commerce product editorials - Copywriting
- Search Engine Optimization
Ecommerce product descriptions & editorials
Each season, for the spring-summer and fall-winter collections showcased during fashion weeks:
Creation and writing of editorialized product descriptions (titles and e-commerce descriptions) unique to each reference (to avoid duplicate content).
E-commerce descriptions formatted at 100 words (+/-10%) and optimized for SEO using primary keywords previously identified.
Objectives: Increase traffic, boost conversions and average cart value, and reduce return rates.
Highlighting the tailoring expertise of the brand's ateliers, emphasizing the quality of materials used, as well as the favored cuts and colors.
Recommendations for complementary pieces and accessories to encourage cross-selling and propose a signature silhouette.
Conveying the brand's story, including the inspirations of its founder and artistic director.
Newsletters
I had the pleasure of collaborating with Barbara Bui to craft several newsletters dedicated to the launch of each capsule collection, or fashion "episodes." Each email highlighted the season’s standout silhouettes and key pieces, capturing the avant-garde and bold spirit of the Parisian luxury brand.
Particular attention was given to storytelling and word choice, for both French and English versions, to strengthen connections with a discerning clientele, increase open and click-through rates, and improve website traffic and conversions.
Landing pages
In addition to the brand’s bilingual newsletters, I worked on their associated landing pages, in French and English, to deliver an immersive and cohesive client experience.
These pages showcased a curated product selection, emphasizing the contemporary aesthetic and craftsmanship of the fashion house. Each thematic page reflected the essence of Barbara Bui, with elegant and inspiring storytelling while enhancing the customer experience and driving conversions.