Nobody searches for the dress.
They search the wedding.

The article that does the work

Answer the size question before the returns form does

The format that carries an apparel blog is the fit and size guide: one cut, what it measures, who it suits, where it runs small, and what to do when you are between sizes. Shoppers read it to the end, because they are trying to avoid an outcome rather than browse. It runs in four parts, in this order, and each one is a different search:

1. 1

   The measurement

   Chest, length, rise, inseam, taken flat and given in centimetres. Short, near the top, and stated as numbers rather than as adjectives.

2. 2

   The body

   "best jeans for pear body shape". The reader is describing themselves, so each shape gets its own heading and the answer sits under the one that matches.

3. 3

   The between-sizes call

   "oversized blazer size guide". Size up or stay put, and why. This is the line a shopper screenshots, and the one an assistant quotes back when it is asked.

4. 4

   The fabric

   "linen vs cotton for summer". How the cloth behaves once it has been worn, washed and sat in. Two garments with the same measurements do not fit the same.

Two things about apparel are worth saying out loud. It is one of the most competitive verticals in retail search, search brings fewer people to a clothing shop than it does to most others, and plenty of fashion discovery now starts with a camera and never becomes a text query at all. Activewear brands may find the fitness and outdoor page closer to how their buyers search. The pitch here is not a quick win. It is fit, size and occasion content published steadily, on the questions your competitors answer with a size chart and nothing else. And cpywrk does not know how your garments fit. It does not know which style runs small or which fabric has no give until somebody says so. You do, out of every return you have processed. That belongs in the brief, and the brief is what you approve before a word is written.

Before it publishes

Six checks, and they matter more when the article is doing sales work

An article that gets a size or a fabric wrong does not cost an apparel shop one sale. It costs the sale, the return that follows it, and a shopper who has decided your sizing cannot be trusted. Sizing is the subject this shelf cannot afford to be vague about, and vagueness is one of the things the checks below take out.

On the self-serve plans you approve the outline before writing starts and read the draft before it publishes. Nothing goes into your store that you have not seen. See every step up close.

It does not invent a number about your products: figures come from the brief you approve or from a source the article names.

Questions worth asking first

Can it write a size guide for a garment it has never handled?

It writes from the brief you approve. You give it the measurements, the fit notes and who the cut suits; cpywrk researches how shoppers ask about that kind of garment and writes to it. It does not invent a measurement. A measurement you have not given is asked for at the outline, not guessed at in the draft.

Our range changes every season. Does the blog have to change with it?

Most of it does not. How to dress for a wedding, which cut suits which shape, and how linen behaves in July are all still true next year, and they keep earning searches long after the collection has sold through. Trend pieces are the short-lived ones. A collection launch has almost no search behind it at all.

Most of our traffic comes from paid social. Is a blog worth it for us?

Apparel is one of the verticals where organic search brings in a smaller share of traffic than paid and social do, and we are not going to pretend otherwise. What search reaches is the shopper who has not chosen a shop yet and is asking something you can answer better than a magazine can. Each article also produces LinkedIn, X and Instagram posts from the same brief. cpywrk writes those; posting them stays with you.