Brand Tone

Supportive and Empowering, Friendly and Approachable, Practical and Informative, Positive and Cheerful

Brand Values

• •Customer Centricity
• •Inclusivity & Body Positivity
• •Quality and Durability
• •Comfort
• •Style and Value
• •Australian Owned

Best Practices

• •Speak Directly to Your Customer: Use "you" and "your" to create a personal connection. Address her needs, desires, and pain points with empathy (e.g., finding stylish, comfortable clothes that fit well).
• •Emphasize Benefits, Not Just Features: Instead of just saying "cotton fabric," explain "breathable cotton for all-day comfort." Focus on how the product makes the customer *feel* (e.g., confident, stylish, comfortable).
• •Use Positive and Encouraging Language: Incorporate words that uplift and empower, such as "fabulous," "confident," "beautiful," "love," "shine," "effortless." Avoid jargon or overly technical fashion terms.
• •Maintain a Helpful and Approachable Voice: Whether it's in product descriptions, social media replies, or email newsletters, ensure the tone is always friendly, supportive, and ready to assist, reflecting their praised customer service.
• •Showcase Real Customer Experiences: Integrate genuine testimonials and user-generated content where possible. This reinforces trust and allows the positive voices of your community to echo the brand's values and tone.

Social Perception

Trusted Brand, Go-To for Plus-Size Women, High-Quality Products & Service, Makes Customers Feel Good

Copy Examples

• •Headline for New Collection: "Step into Confidence! ✨ Our New [Season] Collection is Here – Designed to Make You Shine, Beautifully." *Body:* "Discover stunning new arrivals crafted for your comfort and style. From vibrant prints to everyday essentials, find pieces you'll love to live in. Feel fabulous, effortlessly! Shop sizes 16-50."
• •Social Media Post (Customer Testimonial Focus): "We're blushing! 😊 Wendy S. says our clothes make her 'feel seen as a larger woman.' That's why we do what we do! We believe every woman deserves to feel amazing in her clothes. #DaleAndWaters #PlusSizeJoy #CustomerLove #FeelGoodFashion"
• •Email Subject Line for a Sale: "Treat Yourself! Comfort & Style You Deserve (at prices you'll love!)" *Body Snippet:* "Hello Gorgeous! Ready to refresh your wardrobe with pieces that feel as good as they look? Our latest offers are here, packed with your favourite comfy styles and flattering fits. Because you deserve it!"
• •Product Description Snippet (for a versatile dress): "Your new go-to for every occasion! This beautifully designed dress offers a flattering silhouette and all-day comfort, thanks to its soft, breathable fabric and thoughtful plus-size tailoring. Dress it up or down – you'll feel confident and chic wherever you go. Love the way you look, love the way you feel!"
• •About Us Snippet (for website or brochure): "For over 45 years, Dale and Waters has been dedicated to one simple mission: helping you find plus-size fashion that truly fits and flatters. We're more than just clothes; we're a promise of quality, comfort, and the confidence that comes from feeling fabulous in your own skin. Welcome to the family!"