A smart fashion retailer knows that product descriptions can mean the difference between making a sale, and losing a potential customer forever. They can give the consumer the information they need to feel comfortable parting with their money. They can change thats a nice coat into I MUST have that coat. Its important to remember who your target audience is when writing product descriptions. Your voice should express the personality of your brand. If you are a retailer of high-end suits and office wear, you want to avoid sounding too trendy and stick to words such as polished, classic, and delicate. If, however, you are a retailer of brightly coloured streetwear, you can afford to adopt a language that reflects this, using words such as funky, unconventional, and expressive. Culture Kings provides a good example - with their young, urban vibe, they can get away with saying things like this crew has all the good and so much more. Adjectives allow the buyer to tap into how something may make them feel, but avoid using self-praising phrases such as excellent and superior. Consumers dont want to feel that youre suggesting they dont have the ability to judge a product for themselves. Instead look to descriptive words that offer the details that build up to excellent and superior, such as elegant or durable, depending on the type of product.