Brand Tone

Friendly and Approachable, Enthusiastic and Passionate, Helpful and Supportive, Authentic and Genuine, Informative

Brand Values

• •Quality
• •Affordability
• •Customer Satisfaction
• •Style & Individuality
• •Community
• •Honesty and Transparency

Best Practices

• •Know Your Audience Deeply: Understand that the target audience is likely mature women who value quality, comfort, style, and a personal touch. Use language that resonates with them – avoid overly trendy slang but keep it modern, warm, and respectful.
• •Embrace the Personal Touch: Use the owner's voice (e.g., "Susie here!", "I personally selected...") where appropriate, especially in social media and emails. Sign off with a personal touch (e.g., "Susie x"). This reinforces the friendly, owner-operated feel that customers appreciate.
• •Focus on Benefits and Feelings: Don't just describe the clothes; explain how they will make the customer feel (e.g., "feel effortlessly chic," "boost your confidence," "stay comfortable all day"). Highlight the quality of materials and the stylish Italian design.
• •Be Genuinely Helpful and Enthusiastic: Infuse copy with genuine passion for the products and a desire to help customers find what's right for them. Offer styling advice, answer questions promptly and thoroughly, and share excitement for new arrivals.
• •Maintain Consistency Across All Channels: Whether it's a website product description, a Facebook post, an Instagram caption, or an email, the friendly, enthusiastic, and helpful tone should be consistent. Create a simple style guide if necessary to remind anyone writing copy of the key tonal elements.

Social Perception

Trusted Source, Excellent Customer Service, High-Quality, Stylish Clothing, Community Hub, Reliable, Age-Appropriate and Flattering

Copy Examples

• •Facebook/Instagram Post (New Arrival - Linen Dress): Hello lovelies! ✨ Just landed: our stunning new Italian linen 'Riviera' dress! Imagine those breezy summer evenings, feeling effortlessly chic and comfortable. Made from the softest 100% linen, it's a dream to wear. Available in sizes S-XL and three gorgeous colours – classic navy, sunshine yellow, and terracotta. Pop over to the website to see all the details, or join me on Facebook Live tonight at 7 pm where I'll be trying it on for you! Any questions on fit, just ask below! Susie x
• •Email Newsletter Subject Line: ✨ Fresh Italian Styles Just For You! + A Little Styling Tip! ✨ Email Body Snippet: Hi [Customer Name], Susie here! I'm so excited to share our latest collection of gorgeous Italian pieces, handpicked with you in mind. From vibrant prints to beautifully soft knits, there's something to make you feel fabulous. Plus, this week I’m sharing my top tip for styling our versatile 'Bella' tunic – perfect for dressing up or down! Click here to explore new arrivals and find your next favourite frock!
• •Product Description (Website - Versatile Tunic): Meet your new wardrobe hero: the 'Elisa' Everyday Tunic! Crafted in Italy from a wonderfully soft and breathable fabric, this tunic offers both incredible comfort and effortless style. We adore its relaxed fit (perfect for all body shapes!) and the chic, understated detailing. Dress it up with statement jewellery and our slim-fit trousers for an evening out, or pair it with your favourite jeans for a casual-chic daytime look. We're always here to help with sizing or styling ideas – just drop us a message!
• •Instagram Story (Behind the Scenes/Styling Tip): (Short video of Susie showing how to tie a scarf with one of the new tops) Text Overlay: Quick styling tip! ✨ Our new 'Sofia' silk scarves can transform an outfit! Here’s one way I love to wear mine with the 'Gina' top. So easy & chic! #froufroufrocks #italianstyle #stylingtips #fashionhacks
• •Facebook Group Post (Exclusive Offer): Hello my wonderful Frou Frou VIPs! ❤️ To say a huge thank you for being part of our lovely community, I'm giving you early bird access to our mini mid-season sale! Enjoy 15% off selected lines for the next 24 hours before it goes live on the main site. Use code VIP15 at checkout. Let me know if you snag a bargain! Happy shopping! Susie xx