Brand Tone

Aspirational yet accessible, encouraging, friendly, and budget-conscious, aiming to make high-end looks attainable.

Brand Values

• •Affordability
• •Accessibility & Convenience
• •Customer-Centricity
• •Variety & Trend-Focus

Best Practices

• •Always Highlight Value: Every piece of copy should, in some way, point back to the core values of affordability and accessibility. Whether it's mentioning a sale, a flexible payment option, or free shipping, this reinforces the brand's primary appeal.
• •Use Aspirational but Inclusive Language: The copy should inspire customers with the promise of a "celebrity look" while remaining grounded and relatable. Avoid overly exclusive or high-fashion jargon. Phrases like "your new favorite dress" or "effortless style" work well.
• •Keep it Clear and Direct: The brand's audience is looking for a straightforward and easy shopping experience. The copy should be easy to understand, with clear calls-to-action (e.g., "Shop Now," "Get the Look," "Explore the Collection").
• •Incorporate "Buy Now, Pay Later" Naturally: Instead of just listing the payment options, weave them into the narrative. For example, "Love this look? Make it yours today with Afterpay and pay it in 4 easy installments." This frames it as a benefit rather than just a feature.
• •Maintain a Friendly and Positive Tone: The copy should always be upbeat, positive, and customer-focused. Even when addressing potential issues (like in the help center), the tone should be reassuring and helpful, reinforcing the brand's commitment to a positive customer experience.

Social Perception

Largely positive, with customers appreciating the brand's value proposition of affordable, on-trend clothing and flexible payment options. Perceived as trustworthy due to positive customer experiences, smooth transactions, effective customer service, and secure payment methods.

Copy Examples

• •Get the A-list look without the A-list price tag. ✨ This is your red carpet moment, and you can own it now with Afterpay. #CelebStyle #FashionForLess
• •Your dream wardrobe is closer than you think! From weekend casual to evening glam, we've got you covered. Shop the styles you love and pay later with Zippay. What's your favorite look?
• •That celebrity style you love? It's now on sale! + Pay your way with Klarna.
• •Why wait to be stylish? Shop the latest trends now and pay in 4 easy installments. Free shipping on all orders!
• •POV: You found an online store with all the celebrity looks, free shipping, AND Afterpay. *mic drop* Link in bio to get your new look! #StyleHack #OOTD #CelebStyleFashion