Brand Tone

Aspirational yet accessible, friendly, and customer-focused.

Brand Values

• •Value and Quality
• •Customer Centricity
• •Fashionability and Variety
• •Accessibility
• •Community Engagement & Social Responsibility
• •Self-Expression and Inclusivity
• •Integrity and Honesty

Best Practices

• •Know Your Audience, Speak Their Language: Understand who you're talking to. Use language that resonates with your target demographic – aspirational but not alienating, friendly, and clear. Avoid overly technical jargon.
• •Emphasize Value and Quality: Consistently highlight the balance of good quality products with fair pricing and the value Edgars offers.
• •Be Customer-Centric and Helpful: Frame copy around customer needs and benefits. Adopt a helpful, supportive, and approachable tone, as if offering friendly advice.
• •Maintain a Positive and Inspiring Vibe: Focus on the positive aspects of fashion and lifestyle – self-expression, confidence, and making everyday moments special.
• •Be Authentic and Relatable: While aspirational, ensure the tone remains grounded and relatable to the everyday lives of South African families. Share real customer stories or collaborations where appropriate.

Social Perception

Iconic and long-standing South African retailer; a one-stop shop for fashion, beauty, and sometimes homeware, catering to the middle and upper-income family market.

Copy Examples

• •Your style journey starts here. Discover fashion that speaks to you, quality that lasts, and the Edgars experience you’ve always loved. #EdgarsFashion #OwnTheLook
• •Hello, new season! ✨ Explore fresh arrivals designed for every moment, from everyday chic to standout statements. Find your perfect look at Edgars. #EdgarsNewCollection #StyleInspiration
• •Unlock your radiance. 💄 From cult classics to the latest beauty must-haves, Edgars is your destination for all things gorgeous. Our beauty experts are here to help you shine! #EdgarsBeauty #BeautyFinds
• •Great style shouldn't break the bank! Shop our latest deals and discover amazing value on fashion and home essentials for the whole family. Quality you can trust, prices you'll love. #EdgarsValue #SmartShopping
• •More than just a store, we're part of your community. Thank you for making Edgars a part of your story for generations. We're committed to bringing you the best, today and always. #EdgarsCommunity #ProudlySouthAfrican