Brand Tone

Empowering & Confident, Authentic & Relatable, Passionate & Enthusiastic, Community-focused & Inclusive, Slightly Edgy & Fashion-Forward, Appreciative & Grateful

Brand Values

• •Empowerment
• •Inclusivity & Body Positivity
• •Quality & Durability
• •Ethical Production
• •Individuality & Style
• •Sustainability (aspitational/developing)
• •Customer-centricity

Best Practices

• •Speak Directly to "Her": Use "you" and "your" to make the copy personal and address the Harlow woman directly. Focus on her feelings, aspirations, and how the clothes support her.
• •Emphasize Empowerment and Confidence: Frame product benefits not just around aesthetics, but around how they make the wearer *feel* – strong, beautiful, ready to take on the world.
• •Be Authentic and Inclusive: Use language that resonates with real women. Avoid jargon or overly aspirational language that might feel alienating. Showcase diversity in imagery and customer stories whenever possible.
• •Highlight Quality and Ethical Values: Subtly weave in messages about the premium fabrics, Melbourne-made quality, and ethical considerations, as these are key differentiators and align with the brand's values.
• •Maintain a Passionate and Positive Voice: Let the genuine enthusiasm for the designs and the customers shine through. Even in informational copy, the underlying tone should be upbeat and appreciative.

Social Perception

Highly Positive among Customers, Respected Niche Brand, Trustworthy, Advocate for Plus-Size Women, Ethical (with room for growth)

Copy Examples

• •Headline for a new dress: "Unleash Your Radiance. The [Dress Name] isn't just a dress, it's your next power move. Designed in Melbourne to celebrate your curves."
• •Instagram caption for a customer photo: "Obsessed is an understatement! 😍 @\[CustomerHandle] absolutely rocking our [Piece Name]. This is what Harlow is all about – you, feeling fabulous and unstoppable. #HarlowWoman #MadeInMelbourne #CurvyConfidence"
• •Email subject line for a sale (relevant given current stock clearance): "Your Style. Your Moment. Pieces You Love, For a Song." (Body focusing on quality and timelessness even during clearance).
• •About Us snippet: "At Harlow, we believe fashion is a feeling. It's the armor you wear to conquer your day, the expression of your unique spirit. That’s why we’ve passionately designed and crafted every piece in Melbourne, for sizes 12-26, ensuring you don’t just look incredible – you feel it."
• •Product Description Excerpt (for a versatile top): "More than just a top, it's a testament to your style. The [Top Name] drapes beautifully, moves with you, and is ready for anything from boardroom brilliance to weekend wanderlust. Crafted with love, designed to empower. Wear it your way."