As the modern marketer knows the most successful way to convert new customers into validated brand followers and loyal consumers is to give away valuable information for free AKA content marketing. Linguistics in this case offers an operating model which we have tried to take advantage of in order to speak directly to the target audience. Combine this philosophy with a syntax which talks directly to men aged between 20-45 with a high amount of disposable income and you'll be cutting through to their wants and needs.
The second function of speech I will be focusing on is knowledge of the garments, through language it is possible to deliver information which photography is unable to, from the nature of the detail to the existence of an element hidden because of the two dimensional character of the image.
Example:
Below the use of content marketing and semiotically charged text has been applied to help the consumer imagine why they would need this product, where they would wear it and what they could wear it with. Although the blog post is product heavy through the break-up of text and lifestyle imagery it begins to flow as a piece of useful information instead of a catalogue of products.
Through reading 'The Fashion System' by Roland Barthes I have come to understand copy for different demographics varies vastly and without translating the whole book I will sum up as best I can in a few words on how this book has helped me focusing my language for marketing purposes:
The copy is intentionally informative, aspirational and direct to appeal to the male consumer with little time yet great spending power. As a target audience whom travels and is active the content produced focused around immersing that consumer within their world and creating new opportunities for them to wear Orlebar Brown. Pinpointing the ket garment which they are less likely to own for the season and teaming it with more inexpensive products which are considered 'staples' and guarnteed purchases every season.