Abelard
Shirtmakers for every generation.
Role: Freelance Copywriter
What I did:
Website copy
Landing page copy
Shopify setup (CMS)
Abelard is renowned for its iconic men’s shirts inspired by timeless European tailoring. Valuing elegance, quality and luxury, their tailoring incorporates the expertise of three generations of shirtmakers. Established in 1922 and operating under Salco Group, the parent group also owns Gant, Jeff Banks, Simon Carter and The Good Brand.
The Project:
To ensure the longevity of Abelard, Salco Group opted to launch an e-commerce website through Shopify. Working with their creative and web development teams, I wrote brand new copy to help launch Abelard into the digital sphere. I also set up their website’s navigation on Shopify’s backend, organising their homepage, category, product and landing pages.
Scroll down to see the website copy in action.
Results & Outcome:
New copy clearly conveyed Abelard’s mission of delivering premium menswear inspired by European tailoring - “When you buy a shirt from Abelard, you’re wearing a contemporary style that lasts the ages – because while fashion evolves, style endures.”
Copy highlighted their big ‘why’, unique selling points, and seamless process
New Shopify website optimised the customer buying process, providing them with an additional platform to purchase products in addition to their storefronts and stockists via David Jones
Abelard’s new website successfully launched in 2023