Brand Tone

Conscious and Responsible, Accessible and Inclusive, Value-Oriented, Trustworthy and Transparent, Friendly and Welcoming

Brand Values

• •Sustainability
• •Affordability
• •Quality
• •Accessibility
• •Eco-consciousness

Best Practices

• •Always Circle Back to Core Values: Ensure that messages, even short ones, subtly reinforce sustainability, affordability, and quality. For instance, instead of just "New Arrivals," try "Newly Rescued: Fresh Styles Just In!"
• •Use Inclusive and Positive Language: Words like "everyone," "discover the joy," "great deals," and "eco-conscious" foster a welcoming and positive image. Avoid jargon or overly exclusive fashionista terms.
• •Be Transparent and Honest: Clearly communicate the nature of "almost new" items and the sourcing process (e.g., "excellent condition," "sourced from surplus"). This builds trust, which is crucial for second-hand retailers.
• •Highlight the "Win-Win-Win": Frame purchases as a win for the customer (style, savings), a win for the clothing (second life), and a win for the planet (reduced waste). This multi-faceted benefit is a strong selling point.
• •Maintain a Consistent Voice Across All Platforms: Even if social media is not currently a focus, any future presence, along with website copy, email communication, and product descriptions, should echo the same friendly, conscious, and value-driven tone. Customer service interactions should also reflect these values.

Social Perception

Reliable, budget-friendly, and environmentally responsible source for fashion.

Copy Examples

• •Headline (Homepage/Social Ad): Style That Feels Good, Inside & Out. Shop Almost New, Save Big & Support Sustainable Fashion.
• •Product Description Snippet (General): Give this gorgeous [Item Type] a new chapter! Lovingly sourced and in near-perfect condition, it's ready to become your next favorite. Look amazing, spend less, and help us reduce fashion waste – one beautiful piece at a time.
• •About Us Teaser (Social Media/Email): We believe fashion shouldn't cost the Earth (or your wallet!). Discover how Almost New Closet is making sustainable style accessible for everyone. ✨ #SustainableFashion #AffordableStyle #AlmostNew
• •Special Offer Post: Your closet (and our planet) will thank you! This week, find [Category/Special Deal] and refresh your look the smart way. High style, low impact. Link in bio to discover treasures!
• •Email Newsletter Subject Line: Fresh Finds, Familiar Feel: Pre-Loved Picks Just Added!