Brand Tone

Bold, Glamorous, and Celebratory

Brand Values

• •Trend-Focused Style
• •Celebration
• •Customer-Centricity
• •Accessibility

Best Practices

• •Use Celebratory and Emotive Language: Consistently use words like "shine," "glow," "celebrate," "unforgettable," and "statement" to reinforce the brand's focus on special occasions and confidence.
• •Center the Customer: Continue making the customer the hero. Use phrases like "Your perfect look," "Tell your story," and "Your moment." Actively solicit and feature user-generated content in marketing copy to build community and trust.
• •Be Specific with Hashtags: Maintain a consistent and targeted hashtag strategy. Continue using event-specific tags (`#promdress`, `#birthdayinspo`) and audience-specific tags (`#blackgirlprom`) to reach the intended demographic effectively.
• •Highlight the 'Why' Behind the Outfit: Don't just sell a dress; sell the experience. Frame the products around the events they’ll be worn to (e.g., "The perfect dress for your birthday dinner," "The set that will turn heads on vacation").
• •Maintain a Confident and Bold Voice: The copy should be unapologetic and empowering. Avoid passive language. The tone should match the bold designs of the clothing, empowering the customer to feel confident and seen.

Social Perception

The perception of Fabshi Fashion is divided. On one hand, it is seen as a source for affordable, stylish, and eye-catching outfits for special events, similar to other online fast-fashion retailers. On the other hand, some customers have raised concerns about product quality and customer service, which is a common challenge for brands in this market segment. The brand appears to be popular for specific events like prom and homecoming, particularly within the Black community, as evidenced by its targeted hashtags.

Copy Examples

• •Why just arrive when you can make an entrance? ✨ Our Shine Dress wasn't made to blend in. Tag us in your unforgettable moments. #FabshiFashion #ShineDress #BirthdayQueen
• •Your prom, your rules. 👑 From sleek and shimmering to bold and beautiful, we've got the dress that says 'you.' Which look are you choosing for the big night? #Prom2025 #PromDress #HomecomingDress #Fabshi
• •NEW ARRIVALS: For moments that deserve their own outfit. Explore the latest collection of head-turning looks and find the one that tells your story. Shop now.
• •Subject: Your Perfect Birthday Outfit is Waiting... | Hi [Name], your celebration deserves a look that’s as special as you are. From feather details to shimmering fabrics, our birthday collection is designed to make you the center of attention. Find your perfect match and get ready to glow. ✨
• •Vacation mode: activated. 🌴 Don't just pack clothes, pack LOOKS. Our new vacation collection is here to make sure your holiday photos are as stunning as the destination. Shop feather sets, bright minis, and more. #VacationOutfit #FabshiFashion