Brand Tone

Trendy, Youthful, Friendly, and Aspirational

Brand Values

• •Customer Empowerment: Helping women “feel their best in their skin wearing well curated outfits”.
• •Fashion-Forwardness: Providing “the hottest trends and unique styles”.
• •Affordability/Value: Offering trendy clothes at “unbeatable prices”.
• •Resilience/Perseverance: Stemming from the founder's personal story of overcoming challenges.
• •Community/Connection (implied): Through social media engagement and seeking customer input.

Best Practices

• •Know Your Audience Persona: Consistently write as if speaking to your ideal customer – the trendy, fashion-conscious young woman who is digitally savvy and values both style and affordability.
• •Use Current & Relatable Language: Incorporate contemporary slang, emojis (appropriately), and a conversational tone that resonates with a youthful demographic. Keep it light, fun, and engaging.
• •Highlight Key Value Propositions: Regularly weave in the benefits of shopping with Dainty Hooligan – trendy styles, unique pieces, affordability, and the feeling of confidence the clothes provide.
• •Maintain Visual and Verbal Consistency: Ensure the tone of the copy aligns with the visual aesthetic of the website and social media. If the images are vibrant and playful, the copy should reflect that.
• •Develop a Brand Voice Guide: Create a simple document outlining the brand's personality, do's and don'ts for language, preferred terminology, and examples of on-brand copy. This helps ensure anyone writing for the brand stays consistent. If there are truly two distinct sides to the business (e.g., the boutique vs. custom tailoring), consider if they need slightly distinct voice nuances while still feeling connected to an overarching Dainty Hooligan identity.

Social Perception

Seen as a go-to for trendy, affordable women's fashion, especially by a younger audience. Appreciated for unique finds and making customers feel stylish without overspending. The website and social media are generally perceived as engaging and reflective of current trends. The 2016 controversy regarding model choices significantly impacted perception, raising concerns about body inclusivity and brand values, despite a subsequent apology.

Copy Examples

• •✨ Your Next Obsession Just Dropped ✨ Level up your look with our latest arrivals! 🔥 From 'gram-worthy dresses to a-must-have accessories, Dainty Hooligan has everything you need to own your style. Shop now and feel like a total queen! 👑 #DaintyHooligan #NewCollection #TrendyStyle
• •Bad Day? 🛍️ Retail Therapy at Dainty Hooligan Fixes Everything. Turn that frown upside down! 😉 Our new collection is packed with mood-boosting styles that won't break the bank. Treat yourself, you deserve it! #StyleFix #AffordableFashion #DaintyHooliganVibes
• •Be the Main Character. 🌟 Dress Like It. Life’s too short for boring clothes! Dainty Hooligan brings you unique pieces that scream YOU. Stand out, feel fabulous, and make every sidewalk your runway. Shop the look! #MainCharacterEnergy #UniqueFashion #ShopDaintyHooligan
• •Weekend Plans? We’ve Got the Outfit. 😉 Brunch with the besties? Date night? Chillin' in style? Whatever your vibe, find your perfect fit at Dainty Hooligan. Get ready to slay your weekend! #WeekendStyle #OOTDInspo #DaintyHooligan
• •Look Like a Million Bucks (Without Spending It!) 💸➡️💖 Who says you can't have it all? At Dainty Hooligan, we believe in fierce fashion that’s fabulously affordable. Get those high-end looks for less and unleash your inner fashionista! #AffordableLuxury #SmartStyle #FeelGoodFashion