Brand Tone

Friendly, Approachable, Trendy, Youthful, Inclusive, Body-Positive, Community-Oriented, Supportive of Small Makers, Enthusiastic, Playful

Brand Values

• •Ethical Sourcing and Sustainability
• •Supporting Small & Women-Owned Businesses
• •Curated and Unique Selection
• •Inclusivity
• •Community and Artistry

Best Practices

• •Know Your Audience, Speak Their Language: Understand who you're talking to (young, fashion-conscious, ethically-minded individuals) and use language, references, and humor that resonate with them. Keep it conversational and avoid overly formal jargon.
• •Embrace Authenticity and Transparency: Let the passion for your products and values shine through. If you're highlighting a handmade item, share a bit about the maker if possible. Be genuine in your interactions.
• •Be Visually Consistent with Your Tone: Ensure the visuals (photos, videos, graphics) on your website and social media align with your friendly, trendy, and inclusive tone. Bright, well-lit, and relatable imagery works well.
• •Maintain Positivity and Enthusiasm: Use upbeat language, emojis where appropriate (especially on social media), and convey a genuine excitement for your products and community. Phrases like "we love," "excited to share," and positive affirmations reinforce this.
• •Highlight Your Values Naturally: Weave your commitment to ethical sourcing, supporting small businesses, and inclusivity into your product descriptions and storytelling rather than just stating them bluntly. For example, instead of "This is ethically made," try "Fall in love with this dress, beautifully crafted by [Brand Name], a women-led collective championing fair wages and sustainable fabrics."

Social Perception

Positive Engagement, Fashion-Forward and Unique, Local Gem, Conscious Brand

Copy Examples

• •Instagram Post (New Arrivals): Hello, gorgeous! 👋 Your wardrobe called, and it's asking for these fresh new arrivals! ✨ From dreamy dresses to unique handmade gems, we've got the pieces you won't find anywhere else. Come say hi in Fishtown or tap the link in bio to shop online from your comfy couch! #Downerss #PhillyBoutique #NewCollection #EthicalFashion #ShopSmall
• •TikTok Video Caption (Styling a versatile dress): One dress, endless vibes! 🤩 Watch how we style our fave new maxi for a chill day out AND a glam wedding guest look! Because who doesn't love a piece that does it all? 😉 Looks amazing on ALL body types! Shop it in-store & online now! #DownerssStyle #VersatileFashion #BodyPositive #PhillyFashion #TikTokMadeMeBuyIt
• •Website Banner (Highlighting ethical values): Style with a Story. ✨ At Downerss, we carefully pick pieces from amazing women-owned brands, talented artisans, and sustainable sources. Feel good about what you wear. Shop our curated collection today! #SupportSmall #EthicalStyle #DownerssCurated
• •Facebook Ad (Promoting in-store experience): Your happy place awaits! 💖 Escape the ordinary and step into Downerss in Fishtown. Discover unique clothing, handcrafted jewelry, and charming home goods in a friendly, welcoming space. We love helping you find pieces that make you shine! See you soon? #FishtownPhilly #BoutiqueShopping #DownerssBoutique #ShopLocalPhilly
• •Email Newsletter Subject Line (Sale/Event): Hey Sunshine! ☀️ You deserve a treat! Up to 30% off select goodies + new arrivals just landed at Downerss! (Body Snippet): Hey lovely, just a little note to brighten your day! We've added some sparkle to our sale section and brought in a fresh batch of must-haves we think you'll adore. Come explore online or visit us in Fishtown – we can't wait to see you!