Lacoste Seasonal Product Content
Elevated product content helping Lacoste’s footwear to walk the walk across multiple channels
Founded in 1933 by tennis legend and fashion-forward thinker René Lacoste, Lacoste chaussures have always been a step ahead in the style stakes.
With a collection of iconic shoes, plus innovative new styles every season, the brand found themselves with a volume problem when it came to product content. Two seasons a year, plus multiple channels to write for, meant it was historically a challenge for the brand to produce consistent, high quality copy.
what we did
We put together a seamless workflow, which incorporates the client’s requirements for seasonal product copy across three core channels with very different audiences:
1. A trade-facing catalogue, focussed on technical details and seasonal marketing campaign activation.
2. Consumer-facing e-commerce copy intended to champion each and every product.
3. A+ Amazon content for each product, crafted to fulfil the requirements of Amazon’s ‘A9’ search algorithm.
We’re also on-hand seasonally to create ad-hoc creative catalogue pages, international translations and campaign activation materials.
Each and every single sentence we write is crafted with Lacoste in mind, and each season we meet with product designers and marketers to update our tone of voice and style guidelines to ensure that we’re aligned with Lacoste’s perception of the product. At every stage of the process, product descriptions are proofread and fact-checked by our specialist sub-editors, before being provided in the client’s preferred format.
Lacoste first commissioned us in 2013 to produce a multi-language online and e-mail campaign. We’re now their global content agency of record, producing the ‘model’ e-commerce, Amazon, and catalogue copy every season for international markets.
For the past four years we’ve been efficiently providing over 1,000 product descriptions as well as campaign content output, from look books to editorial features each season – amounting to more than 150,000 words of engaging, brand enhancing copy every year.