Writing B2B copy for a fashion brand with heart

Case study: Copywriting for Erve Europe

· Writing,Case studies

Erve Europe approached us to assist with creating SEO-rich website copy for their global apparel company.

The client

Erve Europe is a family-owned Belgian apparel company that specialises in licenced merchandise. They assist major players in the fashion retail sphere with full-service garment production, from design to manufacture and distribution. As part of their website redesign, they turned to EdenFrost for effective B2B communication that reflects their position as a market leader in licenced clothing, highlighting their design expertise, competitive pricing and global network.

The brief

We were asked to produce content for the site’s four new pages and edit existing text for clarity, structure while adding a touch of personality that contribute to the brand’s story. Our challenge was to position Erve Europe as a global leader in full-service garment sourcing through the creation of SEO-rich copy for their website that resonates with fashion retail buyers. The copy needed to clearly explain their advantages while keeping two major selling points (the portfolio of licences and high-profile customers) highly confidential.

The strategy

During our first meeting, we identified the high-priority pages and discussed their intended message. The new website required a coherent user journey with clear calls to action, requiring EdenFrost’s years of experience in writing for the web. As the brand is centred around animated film characters and children’s cartoons, we also suggested moving towards a friendlier, more engaging tone of voice. We wanted to position Erve Europe as a brand with heart that reflects their brand values, speaking to customers in human terms and emphasising their dedication to social responsibility practices.

The results

We delivered the content in a relatively short time frame – around three weeks after the briefing. The website went live in May 2018 and the response from the client was overwhelmingly positive.

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