Brand Tone

friendly, approachable, youthful, and conscious

Brand Values

• •Sustainability
• •Accessibility/Affordability
• •Community
• •Transparency
• •Conscious Consumption

Best Practices

• •Embrace "Amigui" Culture: Consistently use "Amigui" and "Amiguis" when addressing the audience. This reinforces the brand name and its friendly, community-focused identity.
• •Balance Fun with Purpose: While maintaining a youthful and playful tone (emojis, informal language, trends), always weave in the core messages of sustainability and conscious consumption. Don't let the fun overshadow the mission.
• •Be Genuinely Engaging: Respond to comments and messages in a warm, helpful, and friendly manner. Foster a two-way conversation, making customers feel like they are part of the "Amigui" community.
• •Visual Consistency: Ensure that the visual content (photos, videos, graphics) aligns with the friendly, approachable, and often colorful/playful (for new items if sold) or authentic/stylish (for second-hand) aesthetic. This supports the overall brand tone.
• •Transparency in All Communications: Whether explaining the second-hand buying process, talking about sustainability efforts, or addressing customer queries, maintain a straightforward, honest, and clear communication style. This builds trust and aligns with the "friend" persona who is open and reliable.

Social Perception

generally perceived as a well-established option in Ecuador for buying and selling second-hand clothing. Customers see it as a place to find affordable fashion and a convenient way to sell unwanted garments. The focus on sustainability and an alternative to fast fashion is a key part of their identity.

Copy Examples

• •Instagram Post (New Arrivals - Second Hand): Hey Amiguis! 👋✨ Fresh drop of pre-loved gems just hit our racks & online store! From vintage vibes to barely-worn brands, your next favorite outfit is waiting. Shop smart, look amazing, and help Mother Earth one piece at a time! 🌿💖 #AmiguiFashion #SlowFashionSaviors #SustainableStyle #PreLovedMagic #Guayaquil #Quito
• •TikTok Video Teaser (Store Visit): (Upbeat, trending sound) Text on screen: POV: You found the cutest & most affordable thrift store in Ecuador! 😍 Caption: Amigui Haul incoming! 🛍️💸 Come thrift with us and discover unique pieces without breaking the bank (or the planet!). Tag an amigui you’d bring! #AmiguiFinds #ThriftStoreHaul #EcuadorModa #SecondHandStyle #AffordableFashion
• •Facebook Ad (Promoting Selling Clothes): Declutter your closet, Amigui! 👚👖♻️ Give your pre-loved clothes a second life AND earn some cash! We make selling easy, transparent, and eco-friendly. Check our site for what we’re buying now & help us build a more sustainable fashion future! [Link to 'Vende tu Ropa' page] #AmiguiVende #ModaSostenible #EcoFashionEcuador #CashForClothes #RecycleReuse
• •Website Banner (Highlighting K-Beauty/New Cute Items if applicable, or general appeal): (Assuming the website also sells new cute/trendy items alongside second-hand) Hello, Amigui! ✨ Your happy place for all things cute, conscious, and totally YOU! Whether it's a unique second-hand treasure or the latest K-Beauty must-have, we've got your style covered. Let's make fashion fun and friendly! 💖 #AmiguiStyle #ConsciousAndCute (If purely second-hand focused): Hey, Amigui! Your go-to for amazing second-hand style. ✨ Unearth unique finds, save money, and champion sustainable fashion with every piece. Let's make a difference, together! 💖 #AmiguiStyle #SustainableFashion
• •Email Newsletter Subject Line: Psst, Amigui! 👀 Your Exclusive Peek at This Week’s Sustainable Styles & Deals! (Body snippet): Hey Bestie! Ready to refresh your wardrobe the eco-chic way? We’ve got a fresh batch of unique pre-loved pieces and sustainable picks that are kind to your wallet and the planet...