THE UNIFORM CHRONICLES
NAUMD is pleased to present The Uniform Chronicles, a column written by Leslie Watt McArdle, industry veteran and senior manager of merchandise and product design.

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Creating a product name and description can be surprisingly similar to a parent naming a child. Naming an apparel item and naming a child may seem worlds apart, but they share more similarities than you’d expect. Both involve thoughtful consideration, meaning, and the goal of making a lasting impression.

I’ve spent many years naming products and crafting descriptions, and there’s something exciting about it. You’re not just labeling an item—you’re defining its identity, its purpose, and how it will resonate with customers. For this reason, it’s essential to have a passion for the product you’re naming and to invest time and creativity into crafting a name and description that will grab your target customers’ attention.

Purpose and Identity

Two main ingredients are essential when naming apparel: Purpose and Identity. The name of an apparel item defines its identity and function. It should quickly convey key features such as material, fit, and style. For example, “Slim Fit Cotton Crew Neck Tee” gives the customer immediate insight into what they’re buying: a slim-fitting t-shirt made of cotton, featuring a classic crew neck.

Just like naming a child, an apparel name should also give a sense of character or promise. A name can evoke a feeling, suggest a lifestyle, or conjure up images that resonate with the customer. Consider “Explorer’s Cargo Jacket”—it gives the sense of adventure, durability, and function, while something like “Comfy Work Tee” implies a relaxed, easy-going garment that fits into everyday workwear. The right name aligns a product with a certain identity and lifestyle.

Crafting the Experience

When it comes to naming apparel and writing product descriptions, you’re not just slapping words on a product—you’re crafting an experience. The right name and description can turn a simple t-shirt into a wardrobe staple. It helps the customer see themselves wearing the item, understanding its purpose, and visualizing the benefits.

Take the example of “The Comfort Hoodie.” From the name alone, you can imagine slipping into something soft and cozy. The experience is in the name: comfort, softness, and a sense of luxury or relaxation. Compare that to something generic like “Hooded Sweatshirt.” The latter name provides no emotional appeal or unique selling point; it’s purely functional and uninspiring.

Leading From Name to Description

A great name should seamlessly lead into the product description. The description is the opportunity to flesh out the details and features that the name introduces. The difference between a bad name and a good name is all about communication. A bad name leaves you with questions— “What kind of shirt is this? What is it made of? How will it fit?” A great name tells you exactly what to expect and makes you feel something about the product.

Let’s consider two examples of product names and descriptions:

Example 1: Great Name and Description

• Product Name: Arctic Blast Parka
• Product Description: Insulated, water-resistant parka with fleece lining and hood. Designed for extreme cold weather, this parka offers both warmth and durability, making it perfect for outdoor adventures. Available in three colors.

This example works because the name “Arctic Blast” immediately paints a picture of cold weather, and the description follows up with key features: insulation, water resistance, and fleece lining. You know exactly what the parka is for and why you’d want it.

Example 2: Bad Name and Description

• Product Name: Heavy Parka
• Product Description: Warm parka for winter and comes in many colors.

In contrast, “Heavy Parka” is vague—what does “heavy” mean in this context? Is it bulky, durable, or just warm? The description offers little clarification, providing no real detail beyond “warm” and “many colors.” Customers are left without important information like material, features, or fit.

Striking the Balance: Long and Short Descriptions

Just as there’s an art to crafting names, there’s also a skill in mastering both short and long descriptions. Each serves a specific purpose, and balancing the two ensures customers get both a quick snapshot and a more detailed breakdown of the product.

Short Descriptions are like a product’s elevator pitch. You have a limited number of characters to communicate the most essential details—often limited to 50-160 characters in many e-commerce platforms. This is where you highlight the core aspects: material, fit, and key features. For example:

• Short Description: “Water-resistant parka with fleece lining and hood. Perfect for winter adventures.”

This short description is concise but gives the potential buyer essential information about the jacket’s functionality and its use.

Long Descriptions allow you to dive deeper. They give you room to explain the product’s features in more detail, tell a story, or provide care instructions. For instance:

• Long Description: “Our Arctic Blast Parka is engineered for extreme cold conditions, combining water-resistant fabric with premium thermal insulation. The fleece-lined hood adds extra warmth, while adjustable cuffs keep the cold out. Whether you’re hitting the slopes or braving a winter storm, this parka will keep you warm and comfortable. Available in sizes XS-XXL.”

In this long description, you not only list the features, but you also create a visual narrative for the customer. You paint a picture of how they’ll use the product—whether it’s skiing or braving a storm—and offer specific details about sizing and functionality.

The Importance of Clarity and Emotion

While practicality and function are crucial in naming and describing apparel, don’t forget the emotional element. Clothing is personal. People want to feel something about the clothes they wear, whether it’s comfort, confidence, adventure, or luxury. Use your descriptions to tap into that emotional connection. It’s not just a “warm jacket”; it’s the jacket that will make you feel secure during the coldest days of winter.

But alongside emotion, always ensure clarity. A confusing name or description can lead to lost sales and frustrated customers. Aim for clear, descriptive language that communicates what the product is, why it’s great, and how it benefits the customer.