Brand Tone

aspirational and sophisticated, with a focus on exclusivity, elegance, and luxury, presented in a polished and refined voice.

Brand Values

• •Quality
• •Exclusivity
• •Style Curation
• •Timeless Style
• •Premium Customer Experience

Best Practices

• •Marry Aspiration with Invitation: While the tone should remain sophisticated, the language must be consistently welcoming. Use inclusive and inviting phrases like 'We invite you to discover,' 'Your style journey starts here,' and 'Find your perfect fit with us' to bridge the gap between exclusivity and accessibility.
• •Focus on 'How it Feels': Go beyond describing the garment's features (e.g., 'bonded crepe') and also describe the feeling it evokes. Use sensory and emotional language: 'Feel the confidence of a perfectly tailored silhouette,' 'Embrace the effortless grace of silk,' or 'The dress that will own the room.'
• •Create a Unified Narrative for 'Avanti' and 'Play': Use storytelling in your copy to clarify the relationship between the two brand names. Position them as two sides of the same coin—perhaps 'Avanti for timeless investment pieces, and Play for the modern, trend-forward moments.' This creates a cohesive identity.
• •Showcase the Service, Not Just the Product: Use copy to highlight the value of the in-store experience. Write about the 'complimentary styling sessions,' 'expert advice,' and 'personalized attention' that customers can expect. This helps counteract negative perceptions and reinforces the brand's value proposition of a premium experience.
• •Maintain a Consistent Voice Across All Channels: The refined, elegant, and inviting tone must be present everywhere—from the automated email responses and return policies to every social media caption and comment reply. Every touchpoint is an opportunity to reinforce the desired brand perception.

Social Perception

The brand projects an aspirational image of high-end, desirable fashion, but faces critical customer experience issues, with some patrons perceiving the service as unwelcoming and

Copy Examples

• •The Art of Adornment. Discover our curated collection of designer fashion, where timeless elegance and contemporary style meet. Your journey into luxury begins here.
• •Effortless sophistication, captured. The Freyja Mini Dress by Rebecca Vallance has arrived, blending sculptural design with timeless grace. We invite you to experience the collection in-store and find the piece that speaks to your style. #AvantiPlay #RebeccaVallance #TownsvilleFashion
• •Style is a personal expression. At Avanti & Play, our greatest passion is helping you discover the designers and pieces that make you feel truly exceptional. Visit us on Denham Street for a personalized styling consultation and explore our new season arrivals.
• •An Invitation to Indulge: New Arrivals from Leo Lin. Dear [Customer Name], step into a world of vibrant elegance. Explore prints and silhouettes designed to empower and inspire. Your exclusive look awaits.
• •Define Your Moment. From race days to evening soirées, find an unforgettable look at Avanti Play. Our curated selection of Australian and international designers ensures you arrive in style. Book your private fitting today.