General Article

Fashion Business Writing Tips

By: REGINA SALPAGAROVA

Judith C. Everett and Kristen K. Swanson, who wrote Writing for the Fashion Business, have some tips to share for those who write for the fashion industry. In this article, we will be taking a close look at the writing process for articles such as fashion trends and plus size news and sharing some valuable writing tips.

Creativity and structure are needed in order to write effective fashion message. Mandell and Kirszner provide a six-stage structure of the overall writing process.

  1. Planning – consider the tone, audience, and purpose; select a topic; find ideas to write your piece of content about.
  2. Shaping – Determine how the material will be organised.
  3. Drafting – Write your first draft.
  4. Revising – “re-see” what you wrote; written the second draft.
  5. Editing – Chech mechanics, punctuation, spelling, and grammar.
  6. Proofreading – Check for any typographical errors.

Purpose and Planning

Great writing has been designed to have a specific tone, audience, and purpose in mind. To begin a piece of writing, the best thing to do is to select a topic and then conduct research to determine how to write about it. As you are reading and learning about the topic, you need to consider what you would like to say regarding the subject. As the writer, you need to clearly understand the topic before you can effectively communicate it to readers.

As you begin to think logically about your topic, you will start identifying your purpose statement or central idea. When you write a purpose statement it results in you determine exactly what you are writing about and the type of response you would like to get from your audience. Your purpose statement may become the outline’s lead-in sentence or just the first couple of words of your article. Your purpose statement may be direct, start with the purpose, or it may be more indirect, and draw the reader into your subject by using an attention-getting statement before the purpose statement.

Audience

Writing is all done for a specific audience. The particular viewers or readers that are being targeted by a piece of writing is its audience. According to Eakins (2005), the following four questions should be answered by the writer when they are profiling their audience:

  • Who will be reading the message?
  • How much do readers know about the topic?
  • What is the specific relationship between the writer and readers?
  • What is the audience’s reading style?

Who will be reading the message?

Be very specific about who the actual readers are. Imagine them in as you are sitting down to write. Although you might not know your readers’ names, you can create a general overall profile of them. This profile may include all or some of these characteristics: reader’s expectations, rapport with readers, the reader’s needs, culture, occupational background, education, and age. Your messages should always be tailored to meet your audience’s needs.

How much do readers know about the topic?

To make a connection with your audience, it is essential for you to understand how familiar they are with the subject. Audiences range from having high levels of understanding to knowing very little about a topic. You need to determine where your audience is, and then write your content to that level.

What is the specific relationship between the writer and readers?

Various fashion messages portray diverse relationships between an audience and writer. This is illustrated quite clearly by television show hosts when they talk to their audience like they were their long-time friends. When addressing their audience they use a conversational approach. However, a very different relationship is portrayed by a letter informing stockholders of an annual meeting. Although stockholders to have a vested interest in a company, frequently the writer doesn’t know them.

What is the audience’s reading style?

Not all pieces of writing are read in the same way. A reader might read slowly when reading a fiction piece, and absorb every word while becoming immersed in the story’s plot. However, this same reader might quickly read an online newspaper’s headlines, just to get the highlights.

If you are writing an article where you expect that the reader will be searching, skimming or scanning, state your message’s purpose very directly in the heading or the first sentence in the first paragraph. Write in a concise manner so that your readers can search for and locate the information they are looking for effectively and efficiently.