Brand Tone

caring, supportive, and friendly; aspirational yet accessible, showcasing stylish, modern outfits while maintaining a relatable voice.

Brand Values

• •Empathy & Understanding
• •Style & Modernity
• •Comfort & Quality
• •Practicality & Versatility
• •Affordability

Best Practices

• •Always use a voice that is empathetic and understanding. Frame communication as "we know..." or "we've found..." to build a connection based on shared experience.
• •Position the brand as a solution that offers style and comfort, fashion and function. Avoid language that implies a trade-off. For example, instead of "Maternity clothes can be frumpy, but ours are stylish," say "Stylish and comfortable clothes to celebrate your journey."
• •Employ words like "celebrate," "embrace," "journey," and "confidence." The goal is to make the customer feel good about herself and her changing body.
• •Incorporate personal anecdotes (like on the "About Us" page) in broader communications. Use a conversational style on social media and in emails to foster a sense of community.
• •Consistently mention the dual purpose of many items—that they can be worn during and after pregnancy. This reinforces the brand's values of practicality and providing long-term value.

Social Perception

Marie Alice is perceived as a thoughtful and specialized retailer for expectant and new mothers. It positions itself as a trustworthy guide in the maternity fashion space, offering a curated selection that removes the difficulty of finding suitable clothing. The focus on both maternity-specific and adaptable mainstream fashion suggests a practical and savvy approach that likely resonates well with its target audience. The brand feels like a supportive community hub, a quality that mothers often seek.

Copy Examples

• •Feel like you, all nine months and beyond. ✨ Our new collection is here, blending timeless style with the comfort your body deserves. Because you shouldn't have to choose. Discover pieces you'll love now, and live in later. #MarieAlice #MaternityFashion #StylishBump
• •Tired of searching for maternity clothes that are actually 'you'? We've been there. That's why Marie Alice was born. We curate stylish, comfortable, and affordable fashion for your pregnancy journey and beyond. Shop with someone who gets it. Link in bio to find your new favorite outfit!
• •The dress you'll reach for time and time again. Made from the softest, breathable cotton, this piece is designed to celebrate your bump and make nursing easy and discreet with its clever design. Effortless style for busy mamas. #NewMom #NursingFriendly #ComfortIsKey
• •Your Style, Uncompromised. Welcome to Marie Alice, where we believe you deserve to feel beautiful and comfortable at every stage of motherhood. Discover our curated collection of maternity and nursing wear.
• •A little style for you, mama.