Brand Tone

Playful and Irreverent, Nostalgic, Glamorous but Casual (Approachable Luxury), Empowering and Inclusive (Evolving), Bold and Confident

Brand Values

• •Casual Glamour
• •Self-Expression and Individuality
• •Fun and Irreverence
• •Nostalgia and Heritage
• •Quality and Comfort
• •Empowerment (emerging)

Best Practices

• •Embrace Playful Language: Use vibrant, energetic words. Don't be afraid of a little sass or wit, reflecting the brand's "irreverent attitude."
• •Balance Nostalgia with Modernity: Reference the iconic Y2K heritage but frame it within contemporary trends and values like inclusivity and empowerment.
• •Highlight "Casual Glamour": Emphasize the luxurious feel and look of the products while underscoring their comfort and suitability for everyday self-expression.
• •Empower and Inspire: Craft messages that make the wearer feel confident, bold, and ready to express their individuality.
• •Stay Visually Consistent: Ensure the copy complements the brand's visual identity – bold colours, signature logos, and a mix of nostalgic and modern imagery. The new UK stores aim for this blend.

Social Perception

Iconic Y2K Status, Resurgence in Popularity, Mixed UK History, Evolving Image, Customer Service Concerns (UK), Accessible Luxury

Copy Examples

• •Your fave velour is back & bolder. Relive the icon. Reimagine it. #JuicyForeverUK
• •Queen of comfort, ruler of your style. The OG tracksuit just got a 2025 glow-up. Own it. #JuicyRoyalty
• •From Y2K dreams to today’s scene. Juicy Couture: Still making everyday feel extra. ✨ #SimplyJuicyUK
• •Self-made. Self-styled. Wrapped in Juicy. Define your own glam. #JuicySelfMadeUK
• •Life’s too short for boring clothes. Unleash your inner icon with tracksuits that speak louder than words. #SpeakJuicy