EXCELSIOR MILANO—This upmarket, fashion-forward Italian department store is part of the Coin Group, Italy’s largest clothing retailer. Excelsior sells to an international audience and enjoys a strong online presence, with all web copy appearing in English. An English-language copywriter was needed to promote the store’s merchandise as it landed in the store, and to grow a loyal online client base.
The brief: A 10-month contract to create short, punchy product blurbs throughout the week to promote the company’s products and drive sales. Merchandise included clothes, shoes and accessories.
Working with: Arianna Mocchetti, account manager, D-sign marketing agency
"Vittoria has been creating snappy, authoritative fashion copy for Excelsior Milano for almost a year. She has a talent for taking any scrap of information we’re able to send her (maybe a link to an online mention, an article in Italian or a press release), and transforming it into a product blurb that sparkles with humour and triggers instant engagement with our online visitors. Her copy is always relevant to our target audience (young, wealthy urbanites) and makes readers hungry to learn more. I can’t praise her highly enough for the Italian-to-English ‘transcreation’ services she has provided Exclesior, and for the strength of her fashion copywriting."
Arianna Mocchetti, account manager, D-sign