Six reasons customers fall in love with transparent brands—and their copywriters.
Have you ever gone shopping at Everlane's web site and wondered where they find their copywriters? Do Glossier's marketing emails make you want to drop everything and moisturize? Are M. Gemi's super-cute strays into Italiano enough to get you planning a trip to Tuscany? Us too. That's why we decided to analyze exactly which unique value propositions transparent brands choose to wave in front of their potential customers, and how they talk about them with such...tact.
For the entrepreneurs who believe in their products and want to tell the world why. For the marketing specialists who are wondering which plot points to play up in their brand stories. For the eCommerce consultants who want to see their shopping carts overflowing and un-abandoned. For anyone who ever wanted their brand to become an obsession. This post is for you.
These are the best features of our favorite transparent fashion, beauty and lifestyle brands, and how they play them up with incredibly cool copywriting...
As much as we love convenience (read: sloth), shopping for clothing online is still somewhat risky: How do I know if this gorgeous thing will fit my special body when it arrives at my door? The savviest brands assuage that fear by addressing it up front. "We've thought a lot about measurements so you don't have to," says C. Black Content client The Black Tux, before offering three ways to provide the relevant numbers. Warby Parker's famous five-frame free is the first thing you hear about on its home page. And swimwear brand Cocodune emphasizes the exquisite comfort of trying on your new suit at home, a true relief for anyone who's ever gone bikini shopping. In each case, by the time you're making a purchase, the brand has already talked you down from any anxiety you may have had about fit. To minimize the risk even more, brands are offering free returns. More on that later...
The reason why M. Gemi is our new favorite shoe brand is because they drench every stage of their shopping experience in reassurance that there are real, helpful people behind their digital voodoo. If you email them, they will write back. If you call, they'll answer. Or you can open a chat window and talk about shoes with them when your boss isn't looking. They're there for you, and they let you know that. Constantly.
Transparent brands don't let you wonder where and how your stuff is made. C. Black Content client Everlane has an entire factories section in their main navigation menu. It takes you to a map with pins you can click on and find out detailed information about who makes your clothes. M. Gemi is constantly touting its Italian craftsmen, and providing detailed stories about their lives in the hills outside Florence. Both companies tell you exactly how their decisions about production impact the quality of your purchase, from home page editorial features, to the tiny details of the product description pages. It's very seductive.
Everlane basically invented this tactic and continues to crush it. From their tagline (Know your factories. Know your costs. Always ask why.) to their infographics, they keep you informed about how they charge, so you know you're not getting ripped off. Warby Parker talks about "revolutionary pricing." M. Gemi is all about "post-luxury." None of them are claiming to be the cheapest—but they are offering exceptional value. It's important to justify your customers' purchases with information about what's behind your price point.
Non ch'é problema says M. Gemi about returning shoes that aren't quite right. The Black Tux promises to have your suit in your hands a week before your event. Both brands include shipping and returns in the price of the product, which takes arithmetic out of the shopping experience. It's important to talk up any logistical advantages your brand offers in a manner that clearly communicates convenience. Don't let your customer's brain default to any shred of hassle—they'll just get in the car and go to the mall.
The reason why transparent brands are so beloved is that they become like a best friend to their target markets. Glossier explains how their products are geared to the girl of today. Grand Voyage promises sneakers for the modern gentleman. The Black Tux knows that the struggle is real when a college buddy asks you to be in his wedding. If you let your customers know you're not so different than them, they'll be more likely to trust you with a chunk of their paycheck.