Brand Tone

Friendly & Approachable, Enthusiastic & Fun, Trendy & Fashion-Forward, Empathetic & Relatable, Helpful

Brand Values

• •Customer Beauty & Confidence
• •Affordability & Accessibility
• •Comfort
• •Staying Current/Trendy
• •Entrepreneurial Spirit & Hard Work
• •Community & Connection
• •Faith and Family

Best Practices

• •Develop a "Voice and Tone" Guide: Document key adjectives that describe the brand voice (e.g., friendly, enthusiastic, confident, relatable, slightly playful). Include examples of "say this, not that" and preferred emojis or hashtags. Ensure this guide is shared with anyone creating content.
• •Know Your "Real Woman" Audience: Deeply understand the target demographic – their lifestyle, aspirations, and language. Tailor communication to resonate with them genuinely, whether they're college students, young professionals, or busy moms.
• •Prioritize Relatability and Authenticity: Share behind-the-scenes content, founder stories, and customer features. Be transparent and human in interactions, especially when addressing customer service. The founder's personal story is a strong asset.
• •Be Consistent Across All Channels: While the format might change (e.g., a TikTok video vs. an email newsletter), the core brand voice should remain consistent. A customer should feel the same "Filly Flair vibe" whether they're on the website, Instagram, or reading a product description.
• •Infuse Enthusiasm and Positivity: Reflect the "fun and exciting" aspect of fashion that the brand aims to provide. Use upbeat language, positive framing, and visuals that evoke joy and confidence in wearing the clothes.

Social Perception

Filly Flair is perceived as a popular and trendy online fashion source, particularly strong in its social media engagement and ability to quickly bring current styles to market. However, this is counterbalanced by significant concerns from a portion of its customer base regarding product quality and post-purchase support, which impacts its overall reputation for value and reliability for some shoppers.

Copy Examples

• •✨ Stop scrolling! ✨ Our NEW [Product Name, e.g., 'Sunshine Daydream Maxi Dress'] just landed and it's everything your wardrobe has been waiting for! 😍 Effortlessly chic, incredibly comfy, and perfect for making those everyday moments feel special. Tap to shop & let your style bloom! #FillyFlair #NewCollection #OOTD #FeelBeautiful
• •Busy day? No problem! 🏃‍♀️ Our [Product Name, e.g., 'Go-Getter Knit Top'] is designed for YOUR life – stylish enough to turn heads, comfy enough to wear all day long. Feel amazing, look fabulous! Shop link in bio! #FillyFlairStyle #RealWomenRealStyle #ComfortIsQueen #TrendyMom
• •🔥 Hot Trends, Cool Prices! Your Next Favorite Outfit is Here (and it loves your budget!) Body snippet: Hey Fashion Lover! Get the latest looks you've been dreaming of without breaking the bank. At Filly Flair, we believe feeling beautiful should be fun and accessible! Explore what's new...
• •Which Filly Flair piece makes you feel instantly confident? 💪💖 A) That perfect dress B) A super cute top C) Comfy & chic bottoms D) All of the above! 👇 Let us know your go-to confidence booster! #FillyFlairFam #StyleConfidence #ShopFillyFlair
• •Never miss out on your size again! 📱 Download the Filly Flair app for real-time fit advice, waitlist alerts for your fave items, AND early access to new drops! Your dream wardrobe is just a tap away. PLUS, enjoy [Discount]% off your first app order! #FillyFlairApp #ShopSmarter #FashionOnTheGo