As a fabric store owner, you know the unique joy of seeing a customer’s eyes light up when they find the perfect fabric — the way they run their fingers over the weave, imagining their next masterpiece.
But how do you recreate that magical, tactile experience digitally? In your online store, your website product descriptions are the closest your customers get to touching, feeling, and truly understanding the fabric they’re browsing.
Do your descriptions capture that magic — or do they fall flat, costing you potential sales?
In this blog, you’ll learn how to craft effective product descriptions that help make the sale instead of break it.
Let’s dive in.
Selling online presents unique obstacles that go beyond typical e-commerce challenges — especially when your products are all about touch. Shoppers can’t feel the weight, drape, or hand of your fabric through a screen, so your descriptions have to do the heavy lifting.
But texture isn’t the only challenge. Color can look different from one screen to another, and fractional yardage can be confusing if it’s not explained well. That’s why detailed, accurate product descriptions aren’t just helpful — they’re essential to the success of your online fabric store.
Here’s how to make your product descriptions work harder for your shop.
When customers can’t physically touch the fabric, your descriptions need to convey the sensory experience.
Use descriptive language to explain the qualities of your products. For example, you might describe a material as “lightweight with a soft, flowing drape” or “heavyweight with a crisp, structured feel.” Providing these details helps your customers visualize how the fabric will behave in their projects.
To effectively communicate the tactile qualities of fabric and overcome the touch barrier in your online descriptions, consider using the following descriptive words:
These words can help paint a vivid picture of how different fabrics feel, aiding customers in making informed purchasing decisions without needing to physically hold the material.
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Color accuracy is another common concern for online fabric sales.
Variations in monitor settings and lighting can affect how colors appear. To address this, include detailed color descriptions and compare the fabric to familiar references, like “a rich navy blue, similar to a midnight sky.” Be sure to mention any potential dye lot variations, and encourage customers to order swatches for the most accurate color matching.
Here are descriptive words that can help illustrate color accurately:
Descriptions like these help customers visualize fabric colors with greater confidence and improve their overall shopping experience.
Customers need to understand the technical aspects of the fabric, such as fiber content, care instructions, shrinkage, and recommended uses.
Clearly outline these details in your product descriptions to help them make informed decisions. For instance, specify if a fabric is “100% cotton, machine washable, with minimal shrinkage,” and suggest suitable projects, like “ideal for quilting or lightweight apparel.”
Here are some adjectives that help explain the technical specifications of fabric:
Using detailed, benefit-focused adjectives in your product descriptions helps customers grasp key features and make smarter buying decisions.
Fabric stores often sell fabric by the yard, but fractional sales can be confusing for customers. Explain how fractional yardage works, such as “sold in quarter-yard increments” or “available in precut fat quarters.” This transparency helps customers order the exact amount they need without guesswork.
Pro tip: When describing fractional yardage, it’s important to be clear and precise to help customers understand exactly what they’re purchasing.
Here are several ways to describe different types of fractional yardage fabric sales:
These precise terms can help customers understand the variety of fractional yardage options available, making it easier for them to select the right amount of fabric for their projects.
Enhance your product descriptions by suggesting coordinating fabrics, patterns, and notions. This not only helps customers visualize complete projects but also encourages additional purchases. For example, recommend a complementary solid color or matching thread to pair with a patterned fabric.
When recommending coordinating fabrics, it’s important to provide clear and helpful examples to show customers how choices of color, patterns, and themes improve their projects.
Here are some ways to describe coordinating fabric tips:
These ideas can help customers visualize how different fabrics work together, energizing their creative process and encouraging additional purchases.
Related Read: 5 Inspiring Email Newsletter Ideas for Quilt Stores
Luckily, there’s a helpful solution to improve your online product descriptions and simplify your business.
With Like Sew, you gain access to powerful features that help make managing your fabric store easier. Like Sew’s vendor catalog integration provides manufacturer descriptions that can be added to your website listings.
Our all-in-one system’s inventory sync prevents selling out-of-stock items, while past customer purchases history allows you to suggest coordinating fabrics. Sales tracking shows which descriptions drive conversions, helping you refine your sales approach.
Discover how Like Sew can simplify your work and improve your e-commerce strategy with our Build and Price tool today.