Brand Tone

friendly, empowering, and accessible

Brand Values

• •Affordability
• •Comfort & Quality Feel
• •Versatility
• •Empowerment & Confidence
• •Inclusivity

Best Practices

• •Lead with the Sensory Experience: Always start by highlighting the "buttery soft" feel and exceptional comfort of the fabric. Use descriptive, sensory language that evokes the feeling of wearing Glowmode.
• •Emphasize the "Dupe" Factor Smartly: Acknowledge the comparison to premium brands as a key value proposition. Frame it as "luxury feel, not luxury price," making high-end style accessible.
• •Leverage User-Generated Content and Reviews: Incorporate quotes, ratings, and testimonials from social media into ad copy. Social proof is the brand's most powerful marketing tool and builds immense trust.
• •Maintain an Empowering and Inclusive Tone: Use encouraging and positive language. Ensure visuals and copy feature a diverse representation of women, reinforcing that Glowmode is for every body.
• •Clearly Communicate Versatility: Showcase the products in various settings beyond the gym—lounging, running errands, travel—to reinforce their value as everyday-wear and a lifestyle brand.

Social Perception

Largely positive, praised as an affordable, high-quality "dupe" for premium activewear, particularly popular on social media. However, it faces scrutiny due to its association with SHEIN's fast fashion ethics and recent price increases.

Copy Examples

• •That second-skin feeling you love, without the luxury price tag. Our FeatherFit™ fabric is so buttery soft, you'll forget you're wearing it. From your morning yoga to your evening wind-down, move in complete comfort.
• •Why choose between quality and cost? Glowmode delivers the premium, buttery-soft activewear you crave, at a price that makes sense. Build the workout wardrobe of your dreams without breaking the bank.
• •Engineered for every squat, stretch, and stride. Our PowerSculpt™ fabric offers supportive compression and sweat-wicking technology to keep you focused on your performance. Feel confident, feel powerful, feel unstoppable.
• •From the spin studio to your coffee run. Glowmode is designed for your life in motion. Effortlessly stylish and endlessly comfortable, our pieces are made to keep up with you, wherever your day goes.
• •Join the thousands of women who are obsessed! See why everyone on TikTok is calling our crossover leggings the perfect Lululemon dupe. Tap to shop the viral look and feel the glow for yourself.