Brand Tone

Empowering, community-focused, and relatable, with a touch of Kiwi authenticity.

Brand Values

• •Inclusivity & Empowerment: Catering to women of all shapes, sizes, and fitness levels, and empowering them to feel confident and strong. Their products are "created by women, for everyone."
• •Quality & Performance: A strong commitment to creating high-quality, functional activewear that performs well during workouts, particularly their "squat-proof" compression tights. They aim to create "the best pair of tights."
• •Sustainability: A significant focus on environmental responsibility, including using recycled fabrics (RECOFLEX certified fabric from post-consumer recycled bottles) and compostable packaging. They state, "CLIQUE FITNESS - where sustainability meets performance."
• •Community: Building a supportive and engaged community of women who motivate and encourage each other.
• •Innovation & Design: Continuously improving their products based on customer needs and feedback, with a focus on design details like strategically placed seams for a flattering fit. They are "designed in New Zealand."
• •Authenticity & Relatability: Being transparent about their journey and connecting with customers on a personal level.

Best Practices

• •Speak "With" Not "At" Your Audience: Use inclusive language ("we," "us," "our community"). Ask questions to engage them. Make them feel part of the CLIQUE family.
• •Highlight Empowerment and Support: Frame product benefits around how they help the customer feel more confident, strong, and supported in their fitness journey and daily life.
• •Weave in Sustainability Naturally: Mention your eco-friendly practices (recycled fabrics, compostable packaging) as a core part of your product quality and brand ethos, not just an afterthought.
• •Maintain a Relatable & Authentic Voice: Share your brand story, admit to common fitness wear frustrations (which your products solve), and use a slightly informal, friendly, yet professional tone. Avoid overly technical jargon unless explaining specific product benefits.
• •Showcase Your Kiwi Roots (Subtly): Mentioning "Designed in NZ" or the occasional Kiwi colloquialism (if appropriate for the specific copy) can add a unique touch and reinforce brand identity, especially for the local market.

Social Perception

Generally perceived positively; high-quality products, strong community, sustainable and ethical focus, empowering and body positive, responsive and customer-focused, New Zealand brand pride.

Copy Examples

• •Headline: Your Workout. Your Rules. Our Tights. Body: Feel the CLIQUE difference. Our [Product Name, e.g., Power Compression Tights] are designed in NZ to move with you, support you, and empower every step of your journey. Squat-proof, sustainable, and seriously comfortable. Join the Clique. #CliqueFitness #EmpowerYourMovement
• •Headline: More Than Just Activewear, It's a Community. Body: We’re Bex and Carena, and we started CLIQUE because we believe every woman deserves activewear that makes her feel unstoppable. Our gear is made with love, sustainable materials, and the Kiwi spirit of innovation. Ready to find your fit and your people? #CliqueCommunity #NZMadeWithPurpose
• •Headline: From Gentle Flows to HIIT Highs – We’ve Got You Covered. Body: No more see-through scares or slipping waistbands. Our [Product Name, e.g., Classic Pocket Tights] are engineered for performance and comfort, using recycled fibres because we care about the planet as much as your PB. What’s your move today? #SustainableStyle #PerformanceDriven
• •Headline: Real Women. Real Workouts. Real Confidence. Body: Tag us @cliquefitness in your favorite CLIQUE gear! We’re so inspired by our incredible community showing up, sweating it out, and supporting each other. You are what CLIQUE is all about. #JoinTheClique #StrongerTogether
• •Headline: Designed in NZ, For Every Body. Body: We’re passionate about creating activewear that fits, flatters, and feels amazing on *every* woman. Our inclusive sizing and performance-driven designs mean you can focus on your workout, not what you’re wearing. Discover your perfect pair. #CliqueForAll #FitnessMotivation