Brand Tone

Friendly, Value-Driven, and Conscious

Brand Values

• •Sustainability
• •Customer Centricity
• •Affordable Quality
• •Transparency

Best Practices

• •Always Blend Value and Values: Every piece of copy should connect the benefit for the customer (great price, beautiful clothes) with the brand's mission (fighting waste). Use phrases like 'Style that doesn't cost the Earth' or 'Smart fashion for you and the planet.'
• •Maintain the Personal, Founder-Led Voice: Continue to use 'we' and tell the brand story. Occasional emails or social media posts signed by the founder, Christina, can reinforce this personal connection and transparency.
• •Use 'Conscious' Language: Frame shopping as a positive act. Instead of just saying 'sale,' use terms like 'giving clothes a second chance,' 'rescued styles,' or 'conscious finds.' This empowers the customer.
• •Highlight Customer Praise: Leverage the excellent Trustpilot score and positive reviews in marketing materials. For example, use snippets of reviews in ads or create social media content around the theme of 'Why our customers love us.'
• •Keep it Simple and Positive: The tone is optimistic and solution-oriented, not preachy. The message is not about environmental guilt, but about the joy of finding a beautiful item at a great price and the added bonus of it being a sustainable act. The copy should feel light, inspiring, and friendly.

Social Perception

The public perception of EDIE is overwhelmingly positive. Customers view it as a trustworthy, reliable, and valuable place to shop. It's often referred to as a 'favorite' or 'go-to' due to excellent service, fast delivery, and a high-value proposition, offering quality and sustainability at great prices.

Copy Examples

• •That dress you've been dreaming of? It's from a past season, but its style is timeless. Give it the second chance it deserves and save 60%. Shop our new arrivals from (Brand Name) and help fight fashion waste. #EDIE #SustainableStyle
• •Look Good, Feel Good, Do Good. ✨ New styles from Munthe inside.
• •Why pay full price for last month's trends when you can get timeless designer style for 40-70% off? At EDIE, we rescue beautiful pieces from past collections so you can enjoy high-end fashion without the high-end price tag. Shop smart, shop sustainably.
• •Designer Fashion’s Second Chance. Your new favorite outfit is waiting—at a price you’ll love. Join us in the fight against clothing waste.
• •A classic knit from Sofie Schnoor that’s too beautiful to be left behind. Originally from the Autumn '24 collection, its quality and cozy fit are perfect for right now. By choosing this piece, you’re not just updating your wardrobe, you’re making a sustainable choice.