Brand Tone

Friendly and Approachable, Value-Oriented and Practical, Inspiring (Aspiring), Helpful

Brand Values

• •Affordability/Value for Money
• •Wide Selection & Inclusivity
• •Accessibility
• •Everyday Fashion
• •Customer Centricity (Stated)
• •Sustainability (Growing Emphasis)
• •Digital Innovation

Best Practices

• •Embrace "Value with a Smile": Always combine the message of affordability with a friendly, positive, and approachable tone. Use emojis where appropriate for the platform to enhance warmth.
• •Focus on the "Everyday You": Highlight how Bonprix fashion fits into real-life situations and helps customers feel good in their daily lives. Keep the language practical and relatable.
• •Be "Inspiringly Inclusive": Showcase diversity in styles, sizes, and the people represented in visuals. Ensure copy speaks to a broad audience, emphasizing that there's something for everyone.
• •Keep it Clear and Simple: Avoid overly technical fashion jargon. Communications about promotions, product features, and policies should be easy to understand and transparent.
• •Weave in "Smart Choices": Whether it's smart shopping (good prices, sales) or smarter, more sustainable options, gently position Bonprix as a brand that helps customers make intelligent and satisfying choices. Reflect the "Fashion made smarter" ethos.

Social Perception

Go-To for Affordable Basics and Variety, Hit-or-Miss on Quality and Sizing, Convenient but Sometimes Slow, Value Over High Fashion, Improving but with Room to Grow

Copy Examples

• •Headline (General): "Your Style, Your Price, Your Bonprix! ✨ Discover everyday fashion that makes you feel great, without breaking the bank." Body: "From comfy essentials to the latest trends, find everything you need to express your unique self. Great quality, even better prices. #bonprixItsMe #AffordableFashion"
• •Headline (New Collection - e.g., Summer Dresses): "Hello Sunshine, Hello Perfect Summer Dress! ☀️" Body: "Light fabrics, vibrant prints, and styles for every occasion. Find your new favorite summer dress at Bonprix and shine all season long. Great prices, endless style! Shop now! #bonprixSummer #DressToImpress"
• •Headline (Sale/Promotion): "Don't Miss Out! Up to 50% Off Your Fashion Favourites! 🛍️" Body: "Refresh your wardrobe for less! Amazing deals on selected styles for the whole family. Limited time only – shop smart, feel fabulous. #bonprixSale #SmartShopping"
• •Headline (Focus on Inclusivity/Sizing): "Fashion for Every Body, Every Style. ❤️" Body: "At Bonprix, we believe everyone deserves to look and feel their best. Explore our wide range of sizes and styles, designed to fit you and your life perfectly. #bonprixForAll #FashionInspo"
• •Headline (Sustainability Focus): "Style That Feels Good, Inside & Out. 🌱" Body: "Discover our growing collection of more sustainable fashion. Look great while making a positive choice for the planet. Smart fashion, responsible choices. #bonprixCares #SustainableStyle"