Brand Tone

Supportive, Celebratory, and Accessible

Brand Values

• •Transparency
• •Quality and Affordability
• •Inclusivity
• •Customer Empowerment
• •Modern Convenience

Best Practices

• •Lead with Empathy and Support: Always frame communication from the bride's perspective. Acknowledge that wedding planning can be stressful and position Avery Austin as the solution that makes at least one part of it joyful and easy. Use supportive and reassuring language like, "We're here to help," "no pressure," and "your perfect day."
• •Celebrate Your Customers: Make user-generated content a cornerstone of your marketing. Regularly feature real brides on social media and the website. This not only provides social proof but also reinforces the celebratory and community-focused aspect of the brand's tone.
• •Be Transparent and Informative: Clearly explain the benefits of the business model (e.g., "direct from the designer to you," "no retail markups"). In all copy, from product descriptions to policy pages, be straightforward and honest to build and maintain trust.
• •Use Accessible, Friendly Language: Avoid overly technical jargon. The tone should be like a knowledgeable and friendly bridal expert, not an exclusive fashion house. Keep sentences clear, positive, and encouraging.
• •Maintain a Consistent Visual and Verbal Identity: Ensure that the supportive, celebratory, and accessible tone is reflected not just in words, but in the imagery and overall aesthetic of the website and social channels. Photos should feel warm, authentic, and showcase a diversity of women, reinforcing the values of inclusivity and empowerment.

Social Perception

Avery Austin is generally perceived very positively by its target audience. Customers view it as a legitimate and trustworthy online bridal shop that delivers on its promises. The "Try-at-Home" program is the most lauded feature, seen as a revolutionary and highly convenient way to shop for a wedding dress. The brand is seen as a smart choice for budget-conscious brides who do not want to compromise on quality. Reddit users frequently recommend Avery Austin to others seeking affordable yet well-made gowns, often comparing its quality as superior to other online retailers like Azazie. While some customers note a more limited selection of non-traditional or "boho" styles, the brand's strength is perceived to be in its classic, elegant, and romantic designs. Overall, the perception is that of a reliable, high-value brand that has successfully modernized the bridal shopping experience.

Copy Examples

• •Your dream dress awaits. No salon appointment needed. Say 'I do' to stress-free wedding dress shopping. ✨ Pick three of your favorite styles online, and we'll deliver them to your door. Pop the bubbly, gather your crew, and find "the one" in the one place you feel most you: home. #AveryAustinBride #TryAtHome
• •Real brides, real love stories. Unforgettable dresses, unbelievable prices. For over 30 years, we've designed gowns with you in mind. By cutting out the middleman, we bring you stunning, high-quality wedding dresses without the designer price tag. Find your perfect fit from sizes 0-30. Your story is unique, your dress should be too.
• •How to Find Your Dream Wedding Dress From Your Couch. The secret to a perfect wedding dress experience? No stress. With Avery Austin's Try-at-Home program, you can choose your favorites, try them on at your leisure, and say yes with confidence. Quality, style, and convenience, delivered.
• •The Salon Quality You Love. The Price You've Been Dreaming Of. Why pay more for the dress of your dreams? Our direct-to-consumer model means you get breathtaking design and quality craftsmanship, starting at just $300.
• •Still thinking about the [Dress Name] gown? We noticed you have great taste! The [Dress Name] is one of our favorites, too. Did you know you can try it on at home, alongside two other styles? Let us bring the boutique experience to you. Our stylists are here to chat if you have any questions about fit or fabric!