Brand Tone

Cool & Effortless, Fashion-Forward & Aware, Authentic & Independent, Slightly Edgy but Accessible

Brand Values

• •Quality
• •Style & Curation
• •Authenticity
• •Customer Service
• •Heritage & Experience
• •Community/Culture
• •Sustainability

Best Practices

• •Develop a Core Messaging Guide: Clearly define your brand voice, key descriptive words, and phrases to avoid. Share this with anyone creating content. For Catfish Womens, this would include terms like "curated," "authentic," "street-influenced," "contemporary," "effortless."
• •Know Your Audience: Understand who you're talking to. The language for Catfish Womens should resonate with individuals interested in fashion-forward streetwear, quality, and a degree of urban style. Use language and references they understand and appreciate.
• •Be Consistent Across All Channels: Whether it's an Instagram caption, a product description, or in-store signage, the tone should feel familiar and recognizably "Catfish Womens." Avoid drastic shifts from playful on social media to overly formal on the website, unless strategically segmented.
• •Show, Don't Just Tell: Instead of saying "we are cool," demonstrate it through the brands stocked, the imagery used, and the way copy is written (e.g., using confident, direct language). Let the product selection and brand collaborations speak to the "fashion-forward" aspect.
• •Listen and Adapt (Slightly): Pay attention to how your audience talks and the language used within the streetwear community. While maintaining your core tone, allow for slight evolution and incorporation of relevant slang or phrasing if it feels authentic to the brand, without forced trend-chasing.

Social Perception

Dogfishmen is perceived as a reputable and well-established independent retailer with a strong local presence in Norwich and Cambridge. Customers appreciate the curated selection of brands, product quality, and especially the positive and helpful customer service. It's seen as a go-to destination for streetwear and unique brands not easily found elsewhere in the local area. The association with "Catfish Womenswear" suggests an extension of this positive perception to their women's fashion offerings, positioning it as a trusted source for contemporary women's streetwear.

Copy Examples

• •Headline: Norwich's Edge. Your Street Style Starts Here. Body: Catfish Womenswear brings you the best in independent and iconic brands. Think less trend-chasing, more timeless cool. Find us downstairs at Sevenwolves.
• •Social Media Post (image of a new collection item): Fresh drop from [Brand Name] just landed at Catfish. Effortless style, maximum impact. Get it before it's gone. #CatfishWomens #StreetStyleNorwich #[BrandName] #NewCollection
• •Product Description Snippet (for a Carhartt WIP item): Built to last, styled for the street. This Carhartt WIP classic is your new everyday essential. Authentic workwear roots, redefined for today.
• •Website About Us Snippet (if Catfish had a dedicated page): We're Catfish Womenswear, Dogfish's sister store, curating the best in women's street fashion. From iconic labels to the freshest new names, we believe in style with substance. Real clothes, for real life.
• •Promotional Email Subject: Level Up Your Look | New Arrivals at Catfish Womenswear Body: Hey [Name], tired of the same old? Discover handpicked pieces at Catfish that blend street-smart design with enduring quality. Explore the latest from Aries, Peachy Den, and more.