Brand Tone

Confident, Approachable, Witty, Understated, No-Nonsense, Relatable

Brand Values

• •Quality
• •Timelessness & Longevity
• •Simplicity & Effortlessness
• •Versatility
• •Thoughtful Design & Fit
• •Alternative to Fast Fashion
• •Customer Connection & Inclusivity
• •Sustainability

Best Practices

• •Develop a Comprehensive Voice Guide: Document the brand's tone attributes (e.g., witty, confident, understated, friendly), provide clear do's and don'ts, and include examples of a copy that hits the mark versus misses. This should be a living document, updated as the brand evolves.
• •Know Your "Why" (Brand Values): Ensure all copy is rooted in AYR's core values of quality, timelessness, simplicity, versatility, and thoughtful design. Let these values naturally infuse the language rather than stating them overtly all the time. The "alternative to fast fashion" and "longevity is the ultimate luxury" messages should subtly underpin product descriptions and brand stories.
• •Speak Like a Friend (But the Cool, Wise One): Write conversationally, using relatable language, and don't be afraid of a little wit or personality. Avoid overly formal or corporate jargon. Imagine you're talking to an intelligent, stylish friend who appreciates quality but doesn't take themselves too seriously.
• •Focus on the "Feel" and the "How It Fits Into Life": Go beyond just describing the product's features. Talk about how it feels to wear, how it makes the customer feel (confident, put-together), and how it seamlessly integrates into their everyday life and various occasions. Use sensory language.
• •Consistency Across All Channels: Whether it's a product description, an email, a social media post, or a customer service response, the tone should feel consistently AYR. This requires training for anyone creating content and regular audits to ensure alignment. The cleverness and playfulness seen in product names like "The Secret Sauce" or "The Deep End" should echo in other communications.

Social Perception

Go-To for Quality Staples, Stylish & Timeless Aesthetic, Premium but Sometimes Pricey, Hit-or-Miss on Quality/Sizing for Some, Customer Service Concerns, Strong Brand Voice

Copy Examples

• •Your Monday-through-Sunday, 'what meeting was that again?' to 'weekend plans, finally' shirt. Crisp, comfy, and cooler than the other side of the pillow. Basically, your closet's new best friend.
• •We called them The Secret Sauce for a reason. The perfect fit, that broken-in feel from day one, and the power to make any top look like a million bucks. Go ahead, live in them. We do.
• •Clothes that get you. (And get you through anything.)
• •From coffee run to 'yes, I am free for dinner.' This dress does it all, so you can too. #AllYearRoundStyle #EffortlessAYR
• •We make clothes that last. Not just through seasons, but through life's 'oops, did I just say that out loud?' moments and the 'nailed it' ones too. Quality you can feel, style you don’t have to think twice about.