Brand Tone

The brand's tone is celebratory, empowering, and helpful. It uses positive and encouraging language, focusing on beauty, confidence, and individuality, often employing words like "gorgeous," "stunning," and "beautiful." It is also practical and instructional, with content dedicated to 'how-to' tutorials. On social media, the brand is friendly and approachable, using emojis and encouraging user-generated content.

Brand Values

• •Versatility and Freedom
• •Inclusivity
• •Celebration of Special Moments
• •Customer Empowerment
• •Sustainability and Practicality

Best Practices

• •Lead with Versatility: Always highlight the multi-style nature of the dress. Use phrases like "endless possibilities," "your style, your way," and "one dress, many looks" to reinforce this core value.
• •Use Empowering and Celebratory Language: Employ positive, uplifting words that focus on the customer's confidence and beauty. Frame the product as a tool for self-expression during life's happiest moments.
• •Emphasize Inclusivity: Regularly mention that the dresses are for "all body shapes and sizes," including "maternity friendly" and "plus size." Showcasing this in both text and visuals is crucial.
• •Be Helpful and Instructional: Since the product requires some "how-to" knowledge, the copy should reflect this. Drive traffic to tutorials, offer styling tips, and answer common questions proactively in the copy to build trust and provide value.
• •Incorporate Social Proof: Leverage the wealth of positive customer experiences. Use direct quotes, reference the number of happy customers, and encourage user-generated content with a branded hashtag to build a community and reinforce trust.

Social Perception

The public perception is largely positive, with customers frequently praising the product's versatility, quality, and flattering fit for various body types. Fast delivery and fabric quality are also often commended. While there are some criticisms regarding fabric appearance not always matching photos, potential for slipping, and occasionally needing to purchase styling tutorials separately, the overall sentiment remains favorable, with average ratings of 4.2 to 4.5 out of 5 stars.

Copy Examples

• •One bridal party. One stunning dress. Endless ways to shine. ✨ Watch how each bridesmaid made our classic infinity dress her own. Because friendship is about celebrating individuality, together. #InfinityDress #BridesmaidGoals #WeddingInspo #YourDayYourWay
• •Say 'I do' to stress-free bridesmaid dresses! Our versatile infinity dress flatters every body type and lets your besties choose a style they'll feel beautiful and comfortable in. Available in over 100 colours to match your theme perfectly. Shop the collection now.
• •From brunch to bridesmaid in 60 seconds! 😱 Watch us create 3 completely different looks with just ONE dress. Which style is your favorite? Let us know! #ConvertibleDress #FashionHack #72Styles #OOTD
• •Meet the only occasion dress you'll ever need. Crafted from our signature 4-way stretch fabric, the 72Styles® Infinity Dress offers unparalleled comfort and endless styling options. From a classic halter to a romantic one-shoulder, create a look that's uniquely you. Perfect for weddings, proms, or any event where you want to feel beautiful. Includes a complimentary bandeau for extra coverage and confidence.
• •Looking for the perfect dress for your bridesmaids? The infinity dress is the answer. It embraces every shape, size, and style, ensuring everyone in your bridal party feels their absolute best. Discover all the ways to tie it and find the perfect color for your big day.