Debenhams is a hugely popular and highly established UK department store that sells clothes, footwear and accessories, beauty products and home wear.

The requirement

Debenhams’ in-house creative team urgently needed a copywriter to draft a backlog of more than 300 product descriptions for the Principles fashion brand and numerous lingerie and nightwear items. They needed a copywriter to start work immediately and complete the descriptions as quickly as possible.

The solution

Our Director, Sanina, dedicated her time to this copywriting project, which initially involved getting to grips with the tone of voice guidance, writing style and in-house templates, and logging into and navigating the central product database.

She completed the descriptions in batches and shared them with Debenhams’ copywriters by 4.30pm each day. This gave them enough time to upload the copy to the website as soon as it came through.

The results

Debenhams got through its backlog of product descriptions with minimal hassle. Sanina instantly grasped the copywriting brief and provided the creative team with quality copy that only required slight formatting amends here and there.

The descriptions were delivered ahead of the daily 4.30pm deadline. Meanwhile, Sanina was available for Debenhams’ copywriters, creative director and head of studio and photography to contact at all times. The overall copywriting process was slick and efficient and the descriptions were completed and uploaded in record time.

Here’s a small sample of the 300+ descriptions Sanina produced: 

Product description: Floral dresses don’t get much prettier than this. Functional and feminine, this dress features a classic round neck, full skirt with a tiered hem and a gorgeous floral pattern, making it ideal for summer occasions and special outings. Pair with a blazer and strappy sandals or flip flops and a cardigan.

Product description: Crafted from super soft jersey, this non-wired bra is as supportive as it is stylish. In two versatile colour ways, this design scores in the comfort stakes too with adjustable straps and a hook and eye fastening.

Product description: These Debenhams Ditsy Aop pyjama bottoms will keep you warm at night. Featuring an elasticated waist, pretty all-over floral print and cuffed legs, these comfortable bottoms are made from stretchy viscose. Matching items available.

Product description: This Debenhams Ellie Hot Pink Thong is an ultra-feminine option with two-dimensional appeal. Featuring a feminine lace pattern at the front, all-over mesh, a satin bow and edging, and a statement inset thong in a contrasting colour for added impact. Matching items available.

Product description: Comfortable and right on trend, these trousers feature an elasticated waist, a tie belt, loose-fitting legs and a brown and black zebra print pattern that will get you noticed for all the right reasons. Pair with a plain black or white vest top or shirt and flat sandals.

To find out more about what it’s like to work with SK Copy Co, take a look at our growing list of client testimonials.

In the meantime, to discuss your website copy requirements with us, email sanina@skcopyco.com,