Brand Tone

Youthful & Trendy, Feminine & Flirty, Confident & Bold, Aspirational & Fun-loving, Playful & Engaging

Brand Values

• •Accessibility & Affordability
• •Trend-Focused
• •Customer Empowerment & Self-Expression
• •Femininity
• •Inclusivity (Emerging)
• •Community & Engagement
• •Respect
• •Innovation and Inspiration
• •Passion
• •Authenticity
• •Do More With Less
• •People Are a Priority

Best Practices

• •Always write as if you're speaking directly to your target audience – the young, social, trend-loving woman who is confident and fun.
• •Focus on how the clothes will make the customer *feel* – confident, beautiful, ready for a good time, the "main character."
• •Highlight the experience and the memories to be made in the outfit.
• •Use vivid language that helps the customer imagine herself in the clothes and in the aspirational settings often portrayed in your imagery (parties, vacations, social gatherings).
• •Be consistent across all channels: Whether it's a product description, an Instagram caption, an email, or a TikTok script, the core "Hello Molly" voice – youthful, trendy, feminine, and confident – should shine through.

Social Perception

Popular & Fashion-Forward, Affordable Fast Fashion, Strong Social Media Game, Associated with Influencers. Acknowledge and address concerns about Quality and Sizing, and Frustration with Return Policy to improve Customer Service.

Copy Examples

• •Life is a party, dress like it.
• •Your feminine fashion fix!
• •New arrivals dropping weekly! Get ready to turn heads.
• •Unleash your main-character energy with our latest collection.
• •Dresses so cute, they're practically begging for a photoshoot.