Writing 15 Furries' festive pet wear catalogue,one listing at a time

15 Furries makes Indian ethnic wear for dogs and cats: kurtas, sherwanis and lehengas in many colours and sizes. When every colour variant carries the same copy, the listings compete with each other and none of them stands out in search.

The client wanted every product to have its own title, bullets and description, written in a consistent house style, across several new ranges launching in quick succession before the festive season.

We wrote listings for the festive kurta with dupatta in four colours, the linen kurta range with heart and bone embroidery in six colours, and the Jashn range of dog sherwanis, dog lehengas and cat sherwanis, 36 SKUs that include the brand's first cat apparel.

Each listing has its own title, bullets and description, and the client's edits on the first batch became a written style guide that every later batch follows, so new ranges go live faster with fewer review rounds.