Brand Tone

Aspirational yet approachable, combining sophistication with a friendly, personal, and community-oriented voice. It is informative, warm, and uses sensory language, akin to a recommendation from a stylish, trusted friend.

Brand Values

• •Sustainability and Conscious Consumption
• •Quality and Timeless Style
• •Community Spirit
• •Scandinavian-Inspired Lifestyle
• •Customer-Centric Service

Best Practices

• •Lead with the 'Why': Always connect products back to the core values. Instead of just saying "New In," say "New In: Consciously Kind Denim from Seventy & Mochi." This reinforces the brand's ethos.
• •Use Sensory and Emotive Language: Describe how a product *feels*. Use words like "soft," "cosy," "effortless," "beautiful," and "versatile." This creates a more tangible and aspirational connection than just listing features.
• •Maintain an Approachable Voice: Write captions and copy as if you're speaking to a friend. Use welcoming phrases like "Hello!," "We're so pleased to share...," and engage with comments in a warm, personal manner.
• •Champion Community and Location: Regularly mention Malton and Yorkshire to ground the brand in its local community. This builds a strong connection with local customers and adds authenticity for a wider audience.
• •Educate Gently: When highlighting sustainable or ethical aspects, do so in an inspiring rather than preachy way. Frame it as a shared value and a positive choice, as seen with the "Buy Nothing New" and "Circular Fashion Fortnight" initiatives.

Social Perception

Perceived as a chic, stylish independent lifestyle boutique, a destination for unique, high-quality womenswear, accessories, and gifts with Scandinavian influence. Overwhelmingly positive customer reviews highlight product excellence, positive shopping experiences, and ethical curation.

Copy Examples

• •That first-cosy-jumper-of-the-season feeling. ✨ Just landed from Part Two, this knit is everything we love: unbelievably soft, timelessly stylish, and perfect for those tricky in-between weather days. We believe in pieces that last, and this is one you ll reach for year after year. Now online and in our Malton and Harrogate stores. #BiasStores #ScandiStyle #TimelessFashion #YorkshireStyle #Malton
• •Style It Your Way in Malton. Looking for that perfect dress you can wear anywhere? Discover our new collection of effortless, stylish pieces at Bias on Finkle Street. We focus on beautiful quality and versatile designs that make you feel amazing. Come say hello and find your new favourite outfit this week! #ShopLocalMalton #IndependentBoutique #YorkshireFashion
• •Consciously Curated. Beautifully Designed. Explore our collection of sustainable brands and discover style that s kind to your wardrobe and the planet. #SustainableStyle #EthicalFashion #BiasValues
• •Inside: Your Weekend Style Inspiration from Bias ✨
• •Meet your wardrobe's new best friend. This beautifully crafted shirt offers true versatility; wear it buttoned-up for a smart office look, or open as a light jacket over a camisole for a relaxed garden party feel. The soft organic material hangs beautifully, while the front pockets add a touch of gentle utility. It's an effortless piece you'll treasure for years to come.