About this project
NEED: Necessita was a startup company with a very clear goal: to offer luxury Italian made handbags at a more affordable price point. Products would combine true craftsmanship with real style and function. Website copywriting, product naming and description writing was required. ACTION: Following close-competitor and keyphrase research, website copywriting was produced to complement high quality product photography on a concise 8-page website. ‘Craftsmanship’ merited separate page treatment. Alternative product naming strategies and selections were proposed. These included, Milan underground stations (Fiera, Angeli, Marelli …), Italian cities (Verona, Sienna, Genoa …), Musical terms (Allegro, Adenza, Vivace …) and the clients’ preference, Italian girls names (Celia, Lucia, Sophia …) Product descriptions were deliberately short and sweet, designed to support some superb ‘hero shot’ product photography. A concise 3-4 sentence product summary paragraph was followed by comprehensive bullet point listings. IMPACT: Necessita has established a niche position for itself in a highly competitive global fashion sector. Its products have been met with a high level of customer satisfaction and advocacy.