Brand Tone

Comfort-centric & Caring, Informative & Expert, Stylish & Confident, Approachable & Friendly, Evolving & Conscious

Brand Values

• •Comfort through Science/Innovation
• •Wellness & Well-being
• •Style & Versatility
• •Quality & Durability
• •Customer-centricity
• •Empowerment
• •Sustainability (Emerging)

Best Practices

• •Prioritize "Comfort" in Messaging: Always weave in the core benefit of comfort, whether talking about technology, style, or new arrivals. Use words like "ergonomic," "cushioning," "support," "all-day wear."
• •Educate, Don't Just Sell: Briefly explain the "why" behind the comfort – the biomechanics, the smart engineering. This reinforces expertise and justifies the premium quality.
• •Showcase Versatility with Style: Use visuals and language that demonstrate how FitFlop shoes fit into real Singaporean lifestyles, from work to leisure, appealing to a sense of practical fashion. Highlight how comfort doesn't mean compromising on looking good.
• •Maintain an Empowering and Relatable Voice: Especially on social media, speak to the "Superwoman" (and man) who juggles multiple roles and needs footwear that supports their active life. Use user-generated content and relatable scenarios.
• •Be Transparent and Authentic: When discussing new initiatives like sustainability, be open about the journey and the brand's commitments. In customer interactions, maintain a helpful and empathetic tone.

Social Perception

Highly Comfortable, Good for Foot Health, Stylish Comfort, Good Investment (but sometimes pricey), Reliable & Trusted, Inclusive

Copy Examples

• •Headline: Unlock All-Day Bliss for Your Feet. Body: Don't just walk, glide. Our biomechanically engineered footwear is designed with your every move in mind. Experience the FitFlop Singapore difference – where science meets style for ultimate comfort. #FitFlopSG #SmartComfort #EngineeredForYou (Tone: Comfort-centric, Expert, Stylish)
• •Headline: From Hustle to Unwind, Effortlessly. Body: For the woman conquering her day, every step of the way. FitFlop Singapore offers the perfect blend of chic design and unparalleled ergonomic support. Feel empowered, feel fabulous, feel FitFlop. #SuperwomenWearFitFlop #StyleAndComfort #SGWomen (Tone: Empowering, Stylish, Confident)
• •Headline: The Secret to Happy Feet? It’s Science! Body: Discover the magic of our Microwobbleboard™ technology – triple-density cushioning that diffuses pressure and absorbs shock. Learn more about how FitFlop Singapore is changing the way you walk, one comfortable step at a time. Link in bio for our tech deep-dive! #FitFlopScience #Biomechanics #HappyFeetSG (Tone: Informative, Expert, Approaching)
• •Headline: Weekend Adventures Start with FitFlop. Body: Exploring Singapore’s vibrant streets or enjoying a relaxed brunch? Our latest collection offers the perfect companions for your weekend. Stylish, versatile, and oh-so-comfortable. Tag a friend who needs a comfort upgrade! #FitFlopWeekend #SGStyle #ComfortInEveryStep (Tone: Friendly, Stylish, Versatile)
• •Headline: Step Lighter, Live Better. And Kinder to the Planet. Body: Introducing our e01 collection – the same FitFlop comfort you love, now crafted with more sustainable materials. Join us on our journey to make a difference, one step at a time. #FitFlopEvolves #SustainableStyleSG #MoveBetterFeelGreat (Tone: Evolving, Conscious, Caring)