Brand Tone

Bold, playful, and confident; energetic and celebratory with an undercurrent of seductive allure, aimed at a young, socially active and fashion-forward audience.

Brand Values

• •Individuality and Self-Expression
• •Confidence
• •Trend-Focused
• •Quality Craftsmanship

Best Practices

• •Use Active, Empowering Language: Employ strong verbs and confident phrasing. Instead of "You'll like this bikini," use "Own the beach in this bikini."
• •Stay Visual and Aspirational: Connect the products to experiences. Use evocative location names (Ibiza, Miami, etc.) and scenarios (festivals, boat parties, golden hour) to paint a picture for the customer.
• •Emphasize Individuality: Consistently highlight the custom-order feature and the uniqueness of the designs. Use phrases like "Your suit, your way," "One of a kind," or "Designed by you."
• •Keep it Playful and Bold: Don't be afraid to use trendy slang or a slightly cheeky tone where appropriate, especially on social media. The voice should be that of a confident, fashion-forward friend.
• •Focus on the "Full Look": Market the products as complete outfits. Use terms like "three-piece set," "co-ord," and "the perfect festival look" to reinforce the idea that CLOE SWIM provides more than just a bikini.

Social Perception

Perceived as a go-to brand for 'it-girl' vacation, festival, and party wear, aspirational and trendy. Customers see it as providing a full 'look' and as a brand for women who want to make a statement, seeing swimwear as a key part of their event outfit.

Copy Examples

• •Unleash your inner fire. Our Ibiza '23 collection was made for golden hours and nights you'll never forget. Tap to shop the look that everyone will be talking about. #CloeSwim #IbizaVibes #SunsetGlow
• •DON'T BLEND IN. Our custom-made swimwear is designed to make a statement. Choose your fabric, pick your style, and own your look.
• •Your Festival Wardrobe Is Calling...
• •From poolside posing to the festival front row, our new metallic and glitter collections are guaranteed to turn heads. Handcrafted in the UK for a flawless fit. Shop now and find your perfect set.
• •Why just shine when you can glitter? The Starlight three-piece set features our signature multi-way triangle top, daring string bottoms, and a matching ruched mini skirt. Crafted from our exclusive glitter fabric that catches the light with every move you make. This isn't just swimwear; it's a statement.