CASE STUDY

How Customer-Centric Copy Sparked Interest in a Niche Cut-Resistant Garment

Client
A European manufacturer of technical PPE garments

Industry
Glass Handling and Manufacturing

Content
Product Page Copy

The Challenge

The client developed a lightweight, cut-resistant sweater with a high-visibility appearance — targeting sectors where sharp hazards are a daily risk, and visibility is a practical (though not certified) advantage.

Co-designed with one of the world’s largest glass manufacturers, the garment was purpose-built to meet the real demands of glass handlers — yet needed clear, compelling copy to communicate this value to a wider market.

The Solution

I created product page copy that emphasized the garment’s practical benefits, industry-tested origins, and cut protection certification — without overpromising on compliance. The tone was confident and credible, highlighting the company’s hands-on, collaborative design approach.

My Approach

• Showcased the product’s industry-driven design, created in partnership with a leading player

• Focused on comfort, protection, and practical visibility as key differentiators

• Balanced technical detail (cut level, material benefits) with real-world context

• Used structured, scannable formatting for busy buyers and safety professionals

Tools & Strategies

• Interviewed internal stakeholders to uncover the product’s backstory and real-world testing

• Positioned the garment as a tried-and-tested solution, not just a concept

• Avoided certification overstatements while building trust through specificity

The Results

• The copy helped spark inbound interest from similar high-risk sectors (glass, utilities, recycling)

• Empowered the sales team with messaging that resonated and reduced buyer objections

• Strengthened the client’s reputation as a collaborative, customer-focused manufacturer