Brand Tone

Community-Oriented, Approachable, and Empowering

Brand Values

• •Modesty
• •Cultural Heritage
• •Affordability & Quality
• •Customer-Centricity
• •Inclusivity

Best Practices

• •Lead with "You," Not "We": Center the customer in the narrative. Instead of "We designed new skirts," try "You'll love the flow of your new skirt." This makes the copy more personal and approachable.
• •Use Community-Driven Language: Incorporate words like "community," "together," "our," and "shared style." Actively encourage user-generated content in your copy by asking customers to share their photos and stories.
• •Emphasize Empowerment and Confidence: The copy should consistently reinforce the idea that wearing Arwa Fashion helps women feel confident, stylish, and true to themselves. Use empowering verbs and positive affirmations.
• •Keep it Authentic and Relatable: Avoid overly corporate or formal language. The tone should be friendly and warm, like a friend offering fashion advice. Reflect the genuine enthusiasm seen in customer reviews and TikTok videos.
• •Highlight Both Tradition and Modernity: Consistently bridge the gap between cultural heritage and modern trends in your messaging. Use phrases like "Timeless tradition, modern twist" or "Honoring heritage with contemporary style" to reinforce this key brand value.

Social Perception

The public and its customers perceive Arwa Fashion as a trusted and go-to source for modern modest wear, especially within the Muslim community in North America. It is seen as a brand that successfully blends tradition with contemporary fashion trends. The enthusiastic customer testimonials and haul videos on TikTok and Instagram portray a loyal and satisfied customer base that feels a personal connection to the brand. It is viewed not just as a store, but as a key part of the modest fashion subculture.

Copy Examples

• •Elegance in every thread. Our new collection of abayas has arrived, blending timeless tradition with the contemporary style you love. Designed for you, inspired by our community. Discover your new favorite piece. #ArwaFashion #ModestStyle #AbayaLove
• •Your style, your story. At Arwa Fashion, we believe modesty is powerful. From campus to coffee dates, our versatile pieces are made to fit your life. Affordable, stylish, and always authentic. Shop the look now and get 15% off your first order!
• •We LOVE seeing how you style your Arwa pieces! ❤️ @(username) looks stunning in our latest silk hijab. Keep sharing your looks and tagging us for a chance to be featured. #ArwaCommunity #HijabFashion #CustomerLove
• •Celebrate Your Style. The Eid Collection is here! Find the perfect outfit that that s as unique as you are. Enjoy special offers and find looks that empower and inspire. Shop Now.
• •Subject: Inside: Your Weekly Dose of Modest Inspiration ✨ Hi [Name], from everyday essentials to statement-making dresses, Arwa Fashion is here to help you express your beautiful identity. We re more than just a brand; we re a community. See what s new this week and find pieces you ll cherish.