Copywriting Exercise

As part of the Praxis program, we are tasked with breaking down the copywriting of another website, post, or publication. For my text I chose part of Everlane’s about page and applied that to another clothing manufacturer.

At Everlane, we want the right choice to be as easy as putting on a great T-shirt. That’s why we partner with the best, ethical factories around the world. Source only the finest materials. And share those stories with you—down to the true cost of every product we make. It’s a new way of doing things. We call it Radical Transparency.

This section helps me to see what makes Everlane different than other clothing brands. The copy talks about Everlane’s emphasis on the importance of sourcing ethically and showing us, the consumers, what that all entails, calling it “Radical Transparency”.

We spend months finding the best factories around the world—the same ones that produce your favorite designer labels. We visit them often and build strong personal relationships with the owners. Each factory is given a compliance audit to evaluate factors like fair wages, reasonable hours, and environment. Our goal? A score of 90 or above for every factory.

They follow that strong introduction by assuring us that they don’t sacrifice quality of product because they go about production ethically, making sure that each factory is providing amenities to their employees and abiding to the law.

At Everlane, we’re not big on trends. We want you to wear our pieces for years, even decades, to come. That’s why we source the finest materials and factories for our timeless products— like our Grade-A cashmere sweaters, Italian shoes, and Peruvian Pima tees.

Everlane wants to show us that they weigh quality much more over quantity. They think it is better to own a small quantity of well-made clothing, as opposed to a constantly-shifting closet full of poorly-made, trendy clothing articles.

We believe our customers have a right to know how much their clothes cost to make. We reveal the true costs behind all of our products—from materials to labor to transportation—then offer 
them to you, minus the traditional retail markup.

Showing us the cost of producing the products gives consumers an increased level of trust, assuring them that they are getting the most value out of every dollar they spend with Everlane. And they want us to know this isn’t some sort of gimmick… we have the “right to know”.

Let’s take what we’ve learned from the formula we made from Everlane’s copy and apply it to Forever 21’s social responsibility page copy. This might be a challenge as F21 is known as a fast-fashion monolith in the industry, and doesn’t put much emphasis on the quality of life of factory workers.

Just as a consumer has choices, at Forever 21, we take our business choices seriously, including in the way we obtain the products we sell. We strive to have a positive impact not only within our stores and corporate family, but also upon hundreds of vendor manufacturing facilities throughout the world which make our products, as well as on their employees.

We see these choices as part of a work in progress. Sustainability efforts can be challenging and difficult, often hampered by limitations in technology, but we are trying to take the steps in the right direction.

Here’s how I re-wrote it in the style of Everlane’s about page copy…

At Forever 21, we think that picking the right material sources for our products is just as important as picking the right size shirt. Though we work with hundreds of manufacturing facilities around the world, we strive to maintain a high quality of life for our factory workers.

Picking the right factories to work with is always a challenge, but one we’re up for. We take into consideration many factors, such as: wages, working hours, and working conditions before we decide to start working with any new companies.