Brand Tone

Aspirational & Empowering, Feminine & Trendy, Relatable & Community-Focused, Enthusiastic & Positive

Brand Values

• •Empowerment: Aims to empower women to reach their health and fitness goals.
• •Style & Aesthetics: Strong focus on providing fashionable and eye-catching activewear. Designs are described as super feminine and sexy.
• •Quality & Comfort (aspired): Strives to offer quality, comfortable, and functional activewear, using terms like buttery-soft, second-skin feel. They state a commitment to ensuring our brand always delivers the best.
• •Customer-Centricity (stated): Publicly acknowledges customer feedback and has stated commitments to improving products and services based on it.
• •Affordability (relative): Positions itself as offering quality comparable to more expensive brands but at a lower price point.

Best Practices

• •Know Your "Girl": Always write as if you're speaking to your target customer – she's stylish, confident (or wants to be), active, and appreciates a feminine touch. Use language that resonates with her (e.g., "gorgeous," "sis," "babe," "slay," "crush it," "glow up" – where appropriate and authentic to the platform).
• •Emphasize Empowerment Through Aesthetics: Connect the stylish designs to the feeling of confidence and strength they inspire. It's not just about looking good; it's about *feeling* good and empowered to perform.
• •Keep it Positive and Upbeat: Use enthusiastic language, emojis (where appropriate for the platform, like social media), and an overall optimistic tone. Focus on the joy of movement and self-expression through activewear.
• •Highlight Key Selling Propositions Consistently: Weave in recurring phrases that reflect your core values and product benefits, such as "buttery-soft," "second-skin feel," "designed to flatter," "move with you," "squat-proof," "confidence-boosting."
• •Visual Storytelling Alignment: Ensure the copy perfectly complements the visuals. If the image is vibrant and energetic, the copy should match that energy. If it’s a softer, more lifestyle-oriented shot, the copy can be a bit more relaxed but still on-brand. Maintain consistency in how benefits and features are described across all platforms, aligning with the visual representation.

Social Perception

Designs are widely appreciated, but concerns about quality consistency, sizing, and customer service/return policies temper the overall perception. The brand seems to be working on addressing these negative points.

Copy Examples

• •Instagram Post (Image: Woman confidently working out in a vibrant floral set): Bloom in every move! 🌸 Our new Petal Power collection is designed to make you feel as strong and beautiful as you truly are. Crush those goals, gorgeous! #AstoriaActive #EmpoweredByAstoria #FitnessInBloom
• •Facebook Ad (Carousel showcasing different sets): Tired of boring workout wear? 😉 Elevate your gym style with Astoria Activewear! ✨ From buttery-soft leggings to supportive, chic tops, we craft activewear that moves with you and turns heads. Find your perfect set and feel unstoppable! Shop Now & Get 15% Off Your First Order!
• •TikTok Video Caption (Video: Quick cuts of different people happily wearing Astoria sets): That feeling when your workout fit is as fire as your playlist 🔥💁‍♀️ Which Astoria look is your fave? Let us know! 👇 #AstoriaActivewear #GymTok #FitCheck #ActivewearFashion #FeelGoodFuel
• •Website Homepage Banner: Confidence Looks Gorgeous On You. Discover activewear designed to flatter, support, and inspire your every move. Welcome to Astoria.
• •Email Subject Line (for a new collection launch): ✨ Get Ready to Glow, Girl! ✨ The NEW [Collection Name] Is Here! (Email Body Snippet): Hey [Customer Name], get ready to fall in love! Our brand new [Collection Name] has just dropped, featuring the dreamiest colors and most comfortable, figure-enhancing fits you’ve been waiting for. Designed for the girl who owns her strength and her style. 💪💖