Belk Product Descriptions-Spec Samples

The Client: Belk

The Audience: Middle to upper-income families. The focus centers on women ages 35-54 with various education levels and occupations. They often look for a mix of apparel, home goods, and beauty products in a department store. Now, they are attracting a customer base of young professionals and busy parents. A younger demographic aged 25-35. They like quality and value by incorporating trendier brands and an online presence.

The Tone: Warm, Approachable, Friendly, Family-focused, Southern-chic

The Project: Create product descriptions in Belk's brand voice that describes the most important elements of the item. Mix copy and copy and content to help inspire someone to make a purchase.

The Strategy: The approach to writing these product descriptions focused on Belk’s brand tone. The lifestyle of middle to upper-class working families. The younger demographic because Belk is now adapting strategies to include this audience. I researched how the target audience thinks, speaks, and behaves. I applied this research to the men's/women's clothing and to those who love home decor.

I drilled down into the deep emotions of women who are moms, wives, single, and have friends. They have a family-first mindset, a social life, but also value self-care. The crisp, white button-down shirt can have her ready for any situation at any moment. It can be dressed up or down and still look put together, no matter what it is styled with. They like looking good, especially when they can get it during a good sale.

I drilled down into the deep emotions of men who have families, single, and professionals. They are practical and get straight to the point. They love moments where they can wind down, have family time, relax, and be comfortably stylish. No matter the occasion.  They feel confident in active wear because its designs are modern and trendy. They don’t have to try too hard to look and feel good.

When it comes to the throw in home decor, I wanted to understand the customer who loves throws. They are people who love comfort and style. They love interior design and value texture. They layer textiles to create warm, inviting spaces. I specifically focused on the consumer who's a wellness enthusiast. They love self-care. So, they may spend time reading a good book, journaling, or yoga. Being in calm, serene spaces, the throw tends to complete that atmosphere.

In another form of home decor, I focused on a comforter set. The colors and patterns in the comforter connect with the audience who are southern yet “boho”. The words “rhapsody” and "boho" flow beautifully together.  They both bring creativity, freedom, and soulfulness to mind. Adding the paisley patterns incorporates a classic, boho print. It is known to be whimsical and seen in boho fashion.