Brand Tone

Professional yet approachable, balancing formal quality-focused communication with friendly, community-oriented engagement.

Brand Values

• •Quality and Durability
• •Local Pride and Resilience
• •Classic and Timeless Style
• •Customer-Centricity

Best Practices

• •Establish a "Professional but Personable" Guideline: All copy, whether for the website, ads, or social media, should start from a place of professionalism and be infused with warmth. Avoid overly casual slang but embrace a friendly and helpful voice, especially in direct customer interactions.
• •Segment Tone by Platform: Maintain the professional, quality-focused tone on the website's core pages. Use the approachable, community-centric voice for Facebook and a more aspirational, style-focused tone for Instagram and Pinterest. The core values must remain consistent, but the delivery can be adapted to the platform's audience.
• •Focus on "The Why": Go beyond describing the product. Every piece of copy should connect back to the brand's core values. Instead of just "New Blouse," say "Our New Blouse, Locally Crafted for Lasting Style." This reinforces the brand's identity in every communication.
• •Use Storytelling: Leverage the brand's rich history. Share "behind-the-scenes" content, celebrate company milestones, or highlight employees. This builds a narrative of resilience, quality, and community that resonates deeper than just product features.
• •Create a Keyword and Phrase Bank: Develop a list of on-brand words and phrases (e.g., "Timeless," "Crafted," "Locally Made," "Enduring Style," "Professional Polish," "Empowering Women") to be used across all communications. This ensures that even with different copywriters, the brand's voice remains consistent and recognizable.

Social Perception

A reputable, long-standing Zimbabwean institution known for high-quality, smart workwear and school uniforms; perceived as resilient and reliable, fostering loyalty and respect.

Copy Examples

• •Powerfully Polished. Introducing The Executive Collection. Elevate your work wardrobe with timeless pieces designed for the modern professional. Crafted with premium fabrics and impeccable tailoring right here in Zimbabwe. Discover classic silhouettes that command respect. #FeminaGarments #MadeInZimbabwe #CorporateWear #NewArrivals
• •Your Mid-Week Style Boost! Get ready to conquer the rest of the week! Enjoy 15% off all our classic blouses. Perfect for virtual meetings or making a statement back at the office. Thank you for supporting local quality! Shop now on our website or visit us in-store. #FeminaZim #SupportLocal #WorkwearSpecial
• •The Art of Professional Dressing. Since 1966. Discover enduring style and exceptional quality with Femina Garments. Locally made corporate wear that empowers you to look and feel your best.
• •Style Inspiration: The Perfect Corporate Dress. A dress that means business. Our structured sheath dresses offer a flawless fit and all-day comfort. The ultimate piece for your 9-to-5 wardrobe and beyond. Pin it for later! #ZimbabweFashion #OfficeStyle #FeminaDresses
• •Back to School, Back to Quality. Trust Femina Garments for school uniforms that are made to last. With over 50 years of experience, we provide durable, comfortable, and smart uniforms for Zimbabwe's leading schools. Order online for total convenience. #SchoolUniformsZW #QualityFirst