I found it remarkable that even with a very short write-up, Karmaloop's Triple Five Soul entry ranks top 3 in Google for all Triple Five's keyword variations: Triple 5 Soul, 555 Soul and T5S.
Karmaloop also merchandises next to the writeup showing off the brand's Top Sellers.
Because the brand directory is hidden at the bottom of the page, I suspect this is done for SEO purposes rather than navigation. But it's another way for customers to scan the product line as well - if they notice it way down there. It's full of "trigger keywords" that are otherwise hidden in dropdown menus.
It appears only half the job is done, some brands only show products with no content writeup. I think every brand should have some sort of writeup as it's also interesting to hear the "story" behind brands. I remember having several Stussy and Freshjive shirts back in high school but at that time I had no Internet and had no idea the history of the designers and concept.