Brand Tone

Sophisticated and Approachable

Brand Values

• •Quality
• •Timeless Style & Practicality
• •Customer Experience
• •Empowerment
• •Heritage & Resilience
• •Affordability within Designer Fashion

Best Practices

• •Emphasize Timelessness & Quality: Consistently use words that convey enduring style, sophistication, and high-quality materials/craftsmanship. Phrases like "investment piece," "lasting style," "premium fabrics."
• •Speak to Empowerment & Confidence: Weave in language that makes the customer feel confident and good about themselves. Focus on how the clothes make them feel, not just how they look (e.g., "Step into your power," "Designed to celebrate you").
• •Maintain an Approachable yet Elegant Voice: Balance sophisticated descriptions with a friendly, helpful, and inclusive tone. Avoid overly casual slang but ensure the language isn't intimidating.
• •Highlight Australian Roots & Heritage (Subtly): Where appropriate, mention Melbourne design, Australian-made aspects, or the brand's long-standing history to build trust and a sense of local pride.
• •Focus on the "Why" (Customer-Centric): Connect product features to customer benefits. Instead of just saying "linen fabric," explain "breathable linen for all-day comfort." Always answer the underlying question: "What's in it for me (the customer)?"

Social Perception

Respected & Iconic, Quality Provider, Caters to Mature Women (but inclusive), Good Customer Service, Brand Loyalty

Copy Examples

• •Elegance that moves with you. Discover the new Sorrento Linen Dress – designed for timeless style and effortless comfort. Perfect for sunny days and warm evenings. Shop the collection in-store and online. #FeathersBoutique #AustralianFashion #TimelessStyle #NewCollection
• •Unlock Your Confidence: Styles Designed to Empower You | Feathers Boutique
• •The Signature Ponte Blazer: A Feathers icon, reimagined. Crafted from premium stretch ponte for a flawless fit and all-day comfort, this blazer is your ultimate wardrobe investment. Its sharp tailoring and timeless design empower you to step out with confidence, season after season. Designed in Melbourne.
• •50 Years of Australian Style. Quality, Sophistication, and You. Discover Feathers Boutique.
• •Day to night, work to weekend! ✨ Our new [Item Name] does it all. How would you style it? Use TIKTOK10 for a sweet treat! #FeathersStyle #VersatileFashion #OOTD #AustralianDesigner #StyleHack