For a premium site, there’s certainly an element of the everyman at Mr Porter, which forgoes flowery language and appeals to its rule of refinement over gloss. The idea is to stay away from highfalutin language, as it’s off-putting to the user and disrupts the path to conversion. Writing a product description on Mr Porter has an acid test whereby we ask “would you say it in the pub?” For me, overdoing it gives the impression that the author is more interested in sounding good than converting the user, while natural language gives the impression of being spoken with.

Another facet of Mr Porter’s PDPs is to introduce a theme that might be evident on the garment. If an item is part of a capsule referencing the film Frankenstein and The Rocky Horror Picture Show, and the garment expresses that, it would be a shame not to make that the focus of the description, which can be done at the expense of going into great detail about the design of the garment (there’s always space in the details and care tab for that). The idea is that copy is more engaging if it has a story behind it, so it’s a good idea to use that to separate it from PDPs on other sites.

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