{"id":70050,"date":"2020-07-17T16:04:00","date_gmt":"2020-07-17T15:04:00","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/language-fashion-whats-latest-trend\/"},"modified":"2025-03-07T17:08:05","modified_gmt":"2025-03-07T17:08:05","slug":"language-fashion-whats-latest-trend","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/language-fashion-whats-latest-trend\/","title":{"rendered":"How retail copywriting has embraced the power of a name"},"content":{"rendered":"\r\n

Tori, Hallie, Jenna and Yazmin \u2013 the newest, coolest girls on the block. But they aren\u2019t up-and-coming models or exciting movie stars. They\u2019re styles of New Look jeans. By now, we\u2019re all familiar with the fashion-language trend of giving products names. Think Topshop\u2019s \u2018Jamie\u2019 jeans or the Hermes Birkin, named after 60\u2019s icon Jane Birkin. But where did this phenomenon begin, and how has it evolved to suit the ever-changing landscape of retail copywriting?<\/p>\r\n\r\n\r\n\r\n

What\u2019s in a name?<\/strong><\/h2>\r\n\r\n\r\n\r\n

The trend of giving products human names isn\u2019t new, as we\u2019ve long named our apparel after inspiring people. James Brudenell, 7th Earl of Cardigan and a key figure in the Crimean War, gave his title to a piece of military knitwear. Likewise, the wellington boot began life as a cavalry boot, named after its creator the Duke of Wellington. Even Mahatma Gandhi left a stylish legacy when he popularised the \u2018Gandhi cap\u2019 during the Indian Independence movement.<\/p>\r\n\r\n\r\n\r\n

The trend takes off<\/strong><\/h2>\r\n\r\n\r\n\r\n

In today\u2019s retail<\/a> industry we\u2019re bombarded with choice, so retailers have to make sure their products stand out and resonate with customers. So, the trend of naming products has moved on to individual garments, rather than just a style.<\/p>\r\n\r\n\r\n\r\n

To do this, clothing and footwear companies are choosing to give personality to products by giving them human names. Buzzfeed.com\u2019s content writing <\/a>regularly focuses on this kind of thing, summarising the assumptions we all make. Maybe we think Jennifers are artistic, that Emmas are sweet and that Erins are edgy.<\/p>\r\n\r\n\r\n\r\n

Although the articles are light-hearted, it shows that, despite what Shakespeare\u2019s Romeo might profess, there\u2019s a lot in a name. Brands are likely to choose names which the designers associate with certain traits \u2013 perhaps they want to project a bit of their effortlessly cool friend Ava into the product. And even if, in the words of The Atlantic<\/em><\/a>, <\/em>you know it\u2019s \u201cjust a bra with the appended personality of an archetype\u201d, this retail copywriting tactic still affects us.<\/p>\r\n\r\n\r\n\r\n

Choosing the right words<\/strong><\/h2>\r\n\r\n\r\n\r\n

And it\u2019s not just the use of human names which are carefully considered within retail copywriting; the language used to describe the products is as important.<\/p>\r\n\r\n\r\n\r\n

For example, many brands favour the word \u2018faux\u2019 over fake or artificial. They all mean the same thing, but their connotations are vastly different. Fake indicates illegality, like the product is a cheap counterfeit and artificial is too clinical and scientific.\u00a0 Neither is desirable in the fashion world. Faux conjures up images of chic, classy Frenchwomen. Much better, right?<\/p>\r\n\r\n\r\n\r\n

Likewise, \u2018pleather\u2019 is favoured over \u2018fake\u2019 or \u2018plastic\u2019 leather. It\u2019s not that fake leather or fur are undesirable things, as many consider the real deals unethical and undesirable, but a new language and tone is needed to stop these popular items sounding cheap or ugly.<\/p>\r\n\r\n\r\n\r\n

The future of fashion language<\/strong><\/h2>\r\n\r\n\r\n\r\n

It\u2019s hard to predict where the language of fashion will head next, but it\u2019s clear the human naming trend has become a mainstay of the sector. Designers could take the trend to the next level, using desirable names from the fashion industry or social media to elevate their products\u2019 desirability. Think Molly-Mae scarves or Bella jeans?<\/p>\r\n\r\n\r\n\r\n

The fourfold increase in Veganism between 2014 and 2019 [The Vegan Society<\/a>] could also influence how the fashion industry speaks to consumers. Language emphasising sustainability and ethical practice could become a key focus of digital copywriting <\/a>when talking about products that are made with the planet in mind.<\/p>\r\n\r\n\r\n\r\n

Fashion is also becoming more globalised, as previously niche cultural phenomena like K-pop have entered the mainstream, according to Brandwatch\u2019s \u2018Five Huge Fashion Industry Trends for 2020\u2019<\/a>. Brands catering to young, western K-pop audiences might opt to call their products \u2018Jennie\u2019, \u2018Lisa\u2019 or \u2018Kai\u2019 to evoke the cool image of these stars.\u00a0<\/p>\r\n\r\n\r\n\r\n

Recent television shows like Euphoria <\/em>have also helped keep the love of throwback fashion alive. Everything from 90s bandanas to \u2018Mom\u2019 jeans to clueless-inspired cropped co-ords can be found in Gen Z\u2019s wardrobes. And with a Friends <\/em>reunion in the works, it seems like this trend could be around for a long time.<\/p>\r\n\r\n\r\n\r\n

Speaking to Marketplace, NPD Group Analyst Matt Powell said:<\/p>\r\n\r\n\r\n\r\n

\u201cWe\u2019re very much in a retro fashion cycle today. [Young people] are really flocking to wearing old-school looks.\u201d<\/p>\r\n\r\n\r\n\r\n

Finally, as the popularity of influencers only seems to be growing, according to McKinsey\u2019s 2020 fashion industry report<\/a>, this could influence both the content strategy and names that pop up in retail copywriting and branding. Expect to see \u2018Tammy\u2019, \u2018Kylie\u2019 and \u2018Chiara\u2019 pop up in your favourite shops.<\/p>\r\n\r\n\r\n\r\n

More from us<\/strong><\/h2>\r\n\r\n\r\n\r\n

As a copywriting agency, we know how to give your content writing an engaging boost. Speak to us about our range of copywriting services. Whether you\u2019re a global brand or a start-up, we can help.<\/p>\r\n\r\n\r\n\r\n

Storytelling in advertising \u2013 a story of content writing succes<\/a><\/p>\r\n\r\n\r\n\r\n

How a strong brand tone of voice can help you recover from controversy<\/a><\/p>\r\n\r\n\r\n\r\n

4 lessons from our lockdown website refresh<\/a><\/p>\r\n","protected":false},"excerpt":{"rendered":"

Tori, Hallie, Jenna and Yazmin \u2013 the newest, coolest girls on the block. But they aren\u2019t up-and-coming models or exciting movie stars. They\u2019re styles of New Look jeans. By now, we\u2019re all familiar with the fashion-language trend of giving products names. Think Topshop\u2019s \u2018Jamie\u2019 jeans or the Hermes Birkin, named after 60\u2019s icon Jane Birkin. […]<\/p>\n","protected":false},"author":10,"featured_media":57206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,448,438],"tags":[490,491],"class_list":["post-70050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting-us","category-digital-copywriting-us","category-retail-copywriting-us","tag-fashion-writing-us","tag-naming-us"],"acf":[],"yoast_head":"\nHow retail copywriting has embraced the power of a name - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"Retail copywriting has to be as on trend as it's fashion is. 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