FatFace 2021/2022

content planning | strategic storytelling | copywriting | copyediting | proofreading

My fellow copywriter Manfreda Cavazza introduced me to FatFace, the British clothing and accessories brand, in 2021. We embarked on a fab collaboration. Using our extensive combined writing experience, we were tasked with creating engaging and compelling content for a new US brochure, launching in autumn 2021. 

FatFace has been on the East Coast of the US for around four years and its stores have been a success. The US market loves the brand’s ‘Britishness’ and the FatFace’s eco ethos also plays a big part in its growing popularity. It would be the brand’s first-ever US catalogue, published to drive traffic to the website and footfall to shops.

We managed the project with the designer and client to ensure deadlines were met, and came up with themed ‘stories’ for FatFace sustainable Made For Life concept. Copy had to be short, sweet and succinct for a new US consumer, but still tell a story.

Freddie and I flatplanned the 64pp catalogue, created editorial style interview questions for the designers, wrote the copy and proofread the final PDFs.

FatFace were thrilled with the result, saying that online sales had increased following this catalogue’s pre-Christmas drop- proof that print still packs a punch! They subsequently booked Freddie and I to work on the spring 2022 US catalogue, which we’ve just completed.

‘Felicity is a skilled writer, copy editor, planner and – most importantly – delightful to work with! She’s quick to understand tone and style, and is reliable and efficient.’

Manfreda Cavazza, writer and content strategist, www.manfredacavazza.com

Brochures, catalogues, customer magazines – they’re all my bag. To get copy that converts for your next print or digital project, give me a shout.