Brand Tone

Youthful, trendy, and informal. Characterized by casual language, use of emojis, slang, and a generally playful attitude, positioning the brand as approachable and peer-to-peer. Emphasizes a direct communication style.

Brand Values

• •Accessibility
• •Trend-Focused
• •Youth Empowerment
• •Local Connection

Best Practices

• •Embrace the "Girlie" Vernacular: Continue using informal language, slang ("slay," "vibe," "fit"), and emojis that resonate with the target Gen Z audience. The phrase "for the girlies" is a strong anchor for this tone.
• •Highlight Speed and Convenience: The "next-day delivery" promise is a powerful differentiator. This should be mentioned frequently across all marketing channels—in bios, post captions, and on the website header.
• •Lead with the Occasion: Frame products around specific events, particularly "going out." Use copy that helps the customer visualize themselves wearing the outfit (e.g., "The perfect dress for your birthday night out," "Your new festival staple has arrived").
• •Incorporate User-Generated Content (UGC): Encourage customers to share their looks using a specific hashtag. Reposting customer content reinforces the community feel and provides social proof, aligning with the "by the girlie" part of the brand identity.
• •Maintain a Confident and Playful Voice: The "bad bitches stick together" tagline sets a bold, confident tone. All copy, from email newsletters to return policies, should reflect this playful confidence, avoiding overly formal or corporate language.

Social Perception

Perceived as a go-to source for trendy and affordable outfits, especially for nights out. Benefits from its association with its young founder, Emma Boyle, which adds a personal and relatable dimension well-received by its audience.

Copy Examples

• •Outfit crisis? We don't know her. Get your weekend look sorted with next-day delivery. Order by 2 PM.
• •POV: Your plans just got 10x better. Our new drop is live and ready for your next night out. Tap to shop the look! 💖 #FavouriteGirl #OOTN
• •🔥 Your weekend outfit just dropped, girl!
• •Why blend in when you were born to sparkle? The Melia Sequin Co-ord is your new party uniform. Featuring a star fish design and champagne sequins, this set guarantees all eyes on you.
• •Last-minute plans? FavouriteGirl has your back. From chic dresses to cool co-ords, find your perfect fit and get it delivered tomorrow. Shop the 'Going Out' collection now.