Brand Tone

Confident, Aspirational, and Trendy

Brand Values

• •Trend-Focused
• •Self-Expression and Confidence
• •Accessibility
• •Community

Best Practices

• •Lead with the Vibe: Start captions and headlines with confidence and energy. Use declarative statements instead of passive language. Sell the feeling (e.g., "unstoppable," "iconic") first, then the product.
• •Speak Their Language: Authentically incorporate trendy slang and phrases used by your target audience (e.g., "it's giving," "the assignment," "era"). Stay current by monitoring social media conversations.
• •Use Emojis as Punctuation: Strategically use emojis like "✨", "🔥", "💖", and "💅" to add personality, convey emotion, and make text more scannable and visually appealing.
• •Engage with Questions: Encourage community interaction by asking direct questions in your captions ("Which color are you picking?", "How would you style this?"). This makes followers feel involved in the conversation.
• •Focus on Aspiration, Not Just Description: Instead of saying, "This black dress has a side slit," frame it as, "The dress that guarantees all eyes are on you." Connect the product feature to a desirable outcome or feeling.

Social Perception

High Obsession is perceived as a go-to online store for trendy, eye-catching outfits, particularly for vacations and special occasions. Customers are drawn to the unique styles that are not easily found in mainstream retail. However, this is balanced by a perception of it being a typical fast-fashion retailer, with some customers expressing caution regarding shipping and and quality consistency. The brand has a strong visual appeal, but building deeper trust around reliability and customer service remains an ongoing challenge.

Copy Examples

• •Why blend in when you were born to sparkle? ✨ The 'City of Stars' mini dress just dropped. Your weekend plans are officially sorted. Tap to get obsessed.
• •POV: You found the one blazer that literally goes with everything. From coffee run to date night, we understood the assignment. Which look is your vibe? #StyleHack #BlazerOutfit
• •Your closet called. It's begging for an update. Get up to 50% off our most-loved styles. Don't just follow the trend—be the trend.
• •Stop what you're doing. The collection you've been waiting for is finally here, and it's serving major main character energy. Shop the drop before everyone else does.
• •(Video shows a montage of girls looking confident in different outfits) Life's too short for boring clothes. Your next obsession is just a click away. Shop the looks that match your attitude. #HighObsession #OOTDInspo