Compelling copy and engaging editorial

Tessabit: Fashion Copywriting

THE CLIENT: is the online arm of a luxury fashion retailer based in Como, Italy. Founded and operated by the Molteni family, it has sold a unique, edit of cutting-edge designer wear through high-end boutiques in the lakeside city since 1953.

THE JOB: For the revamp of TESSABIT’s online offering, Be Content drew up an easy-to-use Tone of Voice and Editorial Style Guide for use by contributors and agencies. This set out how to write in a way that would push the right buttons in the path to purchase and make the most of the brand’s assets, covering different content types and situations.

The firm was looking to channel the values and USPs of its heritage fashion brand in a way that would be perfectly pitched at its online audience. Its unique aspects should be transmitted in a way that makes the firm stand out in the online luxury fashion marketplace: Italian and vivacious, hip and London-influenced, with impeccable heritage and expertise. The guide shows writers how to perform a balancing act, channeling an energetic, witty approach to fashion without losing sight of core values.

Be Content also delivered customer email communications, creating a lively yet smooth and on-tone customer journey from registration to delivery of goods.