Brand Tone

relatable, helpful, and encouraging

Brand Values

• •Effortless Style
• •Customer Empowerment
• •Accessibility and Fair Pricing
• •Community Focus

Best Practices

• •Lead with the Solution: Always frame the copy around solving the customer's problem: the difficulty of styling. Start with the pain point ('Can't find a match?') and immediately offer the brand's solution ('Everything in this collection is made to match').
• •Use 'We' and 'You' to Build Community: Employ a conversational style using 'we' (CJ's Closet) and 'you' (the customer). This creates a sense of partnership, consistent with the brand's value of being a 'personal shopper.'
• •Highlight Versatility and Function: In product descriptions, go beyond aesthetics. Explain how and why a piece is a smart addition to a wardrobe, emphasizing its ability to be mixed and matched. Use phrases like 'pairs perfectly with,' 'your new staple,' and 'from work to weekend.'
• •Maintain a Relatable Voice: The brand was born from a 'firsthand' problem. The copy should always feel like it's coming from a friend who understands fashion struggles, not a high-fashion, unattainable authority. Keep the language simple, encouraging, and positive.
• •Integrate Brand Keywords: Naturally weave in terms like 'curated,' 'mix-and-match,' 'effortless,' 'stylist,' and 'closet concept' across all platforms—from social media captions to website text—to reinforce the brand's unique value proposition.

Social Perception

Innovative and welcome addition to the Knoxville retail scene, offering an 'up scale look at reasonable prices'. Perceived as high-service, modern retail, appealing to a broad demographic (17-50+), committed to local engagement and a seamless shopping experience.

Copy Examples

• •That 'I have a closet full of clothes but nothing to wear' feeling? We get it. That's why every piece in our new Fall Collection is designed to mix and match, so you can create endless outfits, effortlessly. Stop by and let's build your perfect wardrobe together!
• •Your Wardrobe, Reimagined. Discover curated 'closets' where every piece works together. Welcome to a new way to shop.
• •Tired of wardrobe guesswork? We've got the solution.
• •Meet your new go-to. The Amherst Vintage Denim Jacket isn't just a piece of clothing; it's the key to unlocking dozens of new outfits. Throw it over a dress, pair it with your favorite jeans, or wear it to a game—this is the effortless style you've been looking for.
• •Finding the perfect outfit shouldn't be a struggle. At CJ's Closet in Knoxville, our stylists help you find pieces you'll love that match what you already own. Come experience a new way to shop—and enjoy free shipping on online orders over $50!