Client: Mad Bird is a women’s online clothing retailer known for its macabre styles.

Audience: Women from 18 to 45 who embrace an alternative or gothic lifestyle. By shopping online, they can easily find high-quality, edgy pieces that aren't available in traditional mainstream retail stores.

Tone: Brazen, confident, macabre, humorous.

Challenge: The client wanted copy that balanced clarity and style to elevate the product beyond its features. The copy needed to be distinctive and evocative while also communicating necessary details about fit and function to shoppers.

Strategy: The beginning of the description strongly utilizes on-brand language (graveyard-girlie, to-die-for, cemetery) to immediately connect with the client’s target audience. This same section also does the work of creating a vision for shoppers that includes where they would be and how they would feel while wearing the dress. The dress is no longer just a dress, it is now associated with a mood and a setting for shoppers to picture themselves experiencing. The second half of the copy is more feature-focused (round neckline, cinched waist, etc…), and provides a necessary shift from emotion to practicality. With both points covered, the decision to purchase can be made with greater confidence and speed.