Straight to the point
If you have high-quality pictures on your website, you don’t need to worry about product descriptions, right?
Not quite.
Yes, when it comes to online shopping, high-quality pictures are the first thing to catch a shopper’s eye. They’re what draw users in, inspire clicks, and create that initial spark of interest. But stunning visuals can only do so much.
Once a customer clicks on a product, it’s the description that seals the deal – or avoids unnecessary returns.
A great product description goes beyond the surface. It provides the details and emotional connection needed to turn curiosity into a purchase. Most importantly it tells shoppers exactly what they need to know about a product.
Think of it like this: If your virtual store’s photos are the bait, your descriptions are the hook—and they need to be just as sharp.
In this article, we’ll cover 4 reasons why product descriptions are important, what to include in yours, and mistakes to avoid. We’ll also provide two examples of well-crafted product descriptions
4 Reasons Why Product Descriptions Matter in For Your Fashion E-Commerce Store
Think of product descriptions as tools. How you use those tools and to what end, is up to you. You can write product descriptions the minimum: inform shoppers. But they can do much more.
Here are 4 reasons why well-crafted product descriptions are important for your store.
1. They create a connection
Fashion is personal. Some shoppers buy clothes for their day-to-day life, some buy them for specific activities, others are purchasing ways to express themselves. Your product descriptions need to speak to your audience. By addressing what your shoppers are looking for and speaking to the benefits that interest them, you can make it clear to them that a particular product is exactly what they’re looking for.
A great product description doesn’t just list materials and features – it sparks emotions, paints a picture, and helps customers see themselves wearing the product.
2. They drive conversions
When you connect, you convert. Pictures are usually not enough on their own. A well-written description can be the nudge that some shoppers need to think “yes, this is definitely for me” and hit Add to Cart. They give shoppers the confidence that they’re making the right purchase.
3. They lower returns
Obviously, you want to increase conversions with your product descriptions, but product descriptions can also help you avoid sale.
Here’s why that’s a good thing:
If a customer returns a product they didn’t like, it’ll end up costing you more time and money than if they didn’t buy it in the first place.
Accurate product descriptions can make sure your shoppers avoid potential returns from buying garments that weren’t what they were expecting.
4. They’re good for SEO
Search engines love detailed, relevant content. Optimized product descriptions help your virtual store rank higher in search results. By naturally incorporating keywords related to your products you’ll attract more organic traffic to your product pages.
Read more: An Introduction to Fashion E-Commerce Marketing
What to Include in Your Product Descriptions
So, the importance of product descriptions is undeniable, but what makes a good product description?
Features + Benefits
Listing features is essential, but pairing product descriptions with benefits is what makes them irresistible.
For example, instead of simply stating, “100% organic cotton,” explain why it matters: “Made from 100% organic cotton to keep you cool and comfortable on hot summer days.” Highlight adjustable straps as “customizable for the perfect fit” and machine washable as “low-maintenance care for your busy life.”
The idea is to show shoppers how the features work for them. How they help them live the life they want to live.
Sizing and Fit Tips
Few things frustrate online shoppers more than unclear sizing. One of the ways product descriptions reduce returns is with information about size and fit. Make sure to include descriptions like, “Fits true to size; size up for a relaxed fit,” “relaxed in the thigh,” or “Oversize fit.”
Shoppers can find it helpful to know the measurements and size of the model in pictures. Model measurements should be straight and to the point: “Model wearing a size M and is 5’9.” This can provide a good basis for comparison when they’re picking out their size.
Many brands separate size and fit information in their product descriptions. This can be really helpful to improve scannability.
If possible, provide size charts, visual guides, or use size recommendation tools like Size & Fit to make finding the right size effortless. When it’s easy for your shoppers to pick out the right size, they’re more likely to make repeat purchases.
Sensory Language
Fashion is all about how something feels, looks, or moves – and your descriptions should reflect that. Use words that bring your products to life.
Instead of saying “Soft Material,” try “Crafted from buttery-soft, breathable cotton that feels luxurious on your skin.” Or, instead of “Bright color,” go with “Vibrant coral that stands out beautifully under the summer sun.”
Sensory language helps shoppers imagine products’ texture, quality, and feel, without being able to touch them.
Styling Inspiration
Finally, you can use your product descriptions to help shoppers imagine how your product fits into their wardrobe and lifestyle – it’s one of the ways you can connect with shoppers.
You can include simple style tips, for example, “Pair these high-waisted jeans with a crop top and sneakers for a casual weekend vibe, or dress them up with heels and a blazer for a night out.”
When you provide styling tips in your product descriptions, you make it easy for shoppers to engage with your products. Instead of simply selling a product, you’re selling a look and a lifestyle. It’s the extra touch that makes your descriptions more interesting and useful.
Mistakes to Avoid in Your Product Descriptions
Here are some common mistakes to avoid when writing product descriptions:
- Writing long product descriptions: Keep your descriptions straightforward and easy to read. Write 3-5 short sentences using active voice to get your message across. Customers appreciate clear information that saves them time.
- Ignoring mobile optimization: Many shoppers browse on their phones, so your descriptions need to be mobile-friendly. Avoid large blocks of text that can feel overwhelming on small screens.
- Stuffing keywords: While SEO is essential, stuffing your descriptions with keywords can hurt readability. Keep it natural and customer-focused.
- Being too generic: Phrases like “great quality” or “very comfortable” don’t add value. Try to be specific about why the product is high-quality or what makes it comfortable.
- Forgetting fit and care details: We’ve already touched on this but it’s worth highlighting again since it’s so important! Shoppers need practical details to make confident purchases. Providing information about sizing, fit, and care instructions set clear expectations and prevent unnecessary returns and exchanges.
Examples of Product Descriptions
Now that we’ve covered everything you need to know about product descriptions, let’s take a look at some examples. Keep in mind that while we’ve provided some general guidelines, there’s no right or wrong way to write product descriptions. What’s important is to keep your descriptions aligned with your brand and store. Structure the information in a way that makes sense for your website.
Example #1: Men’s Training Shorts
This product description groups information into different sub sections to make it easy for shoppers to scan to find what they’re looking for.
Athlete approved. Comfort redefined.
Built with insights from athletes and trainers, these training shorts are engineered to keep up with your toughest workouts and keep you comfortable through every rep. Whether you’re hitting the gym, crushing cardio, or cooling down, these shorts adapt to every workout.
Features
Supportive Fit, Dynamic Details
Thoughtfully placed stretch panels and signature seamlines allow unrestricted movement.
Laser-cut ventilation zones maximize airflow, keeping you cool where it matters most.
Secure Storage, Hassle-Free
Zippered side pocket and sleek drop-in pockets keep essentials secure without bouncing.
Feel
- All-Day Comfort:A wide, soft elastic waistband stays in place and ensures zero irritation during movement.
- Freedom to Move: Redesigned fit allows extra room in the hips and thighs, giving you the flexibility to power through squats and lunges.
- Light and Dry: Made with breathable, sweat-wicking fabric that keeps you cool, dry, and focused.
Materials
Main Fabric: 87% Recycled Polyester, 13% Spandex
Ventilation Panels: 88% Recycled Polyester, 12% Lycra
Pockets: 100% Recycled Polyester
Waistband: 84% Recycled Polyester, 16% Elastane
Care Instructions
Wash with like colors
Machine wash cold
Do not bleach
Tumble dry low
Do not iron
Do not dry clean
Example #2: Women’s Luxury Skirt
This product description is short and more to the point, but still includes all the necessary information shoppers need. It describes the collection to paint a picture in the shopper’s mind, and then includes product-specific details.
The Women’s Golden Elegance Collection
The Women’s Golden Elegance Collection celebrates timeless craftsmanship and sophistication. Inspired by regal glamour, this collection showcases tailored designs and opulent textures that radiate confidence and grace. With shimmering metallic tones and refined details, each piece embodies the perfect harmony of luxury and modernity. Intricate embroidery and artisanal embellishments add an exquisite finishing touch.
Silk satin high-waisted midi skirt:
- Color: White
- High-waisted: Accentuates the waist for a flattering silhouette.
- Fully lined: For added structure and comfort.
- Side zipper with hook-and-bar fastening: Ensures a seamless, secure fit.
- Measurements: The skirt is 85 cm from the waist down in size IT 40.
- Model Details: The model is 177 cm tall and wears an IT 40 size.
- Crafted in Italy.
Connecting With Product Descriptions
Product descriptions are your chance to connect, inspire, and convert. By giving your shoppers combining features and benefits with important size and fit information, you can create descriptions that inform and drive results.
If you’re looking for other ways to improve your store’s experience, check out our article on providing the best possible UX in your online fashion store.
