Brand Tone

Direct and Efficient

Brand Values

• •Affordability
• •Trend-Consciousness
• •Simplicity

Best Practices

• •Prioritize Clarity Over Cleverness: Ensure all copy, from product details to ad headlines, is easy to understand. The goal is to inform and convert, not to be overly witty. The tone should be direct and value-oriented.
• •Create a "Key Phrases" Document: Compile a list of on-brand words and phrases (e.g., "Effortless," "On-trend," "Wardrobe staple," "Must-have," "Directly from us to you") and a list of off-brand terms to avoid (e.g., "Luxurious," "Exclusive," "Bespoke," overly complex or technical fashion jargon).
• •Lead with the Benefit: Structure sentences to highlight what the customer gets. Instead of "This dress is made of a polyester blend," try "Stay comfortable all day in this lightweight polyester blend."
• •Maintain a Consistent Voice Across All Platforms: If and when the brand expands to social media, the direct, efficient, and trend-focused tone from the website must carry over. The voice should be recognizable whether a customer is reading an email, a product page, or an Instagram caption.
• •Use a Simple and Direct Call to Action (CTA): End all marketing copy with a clear, strong CTA. Phrases like "Shop Now," "Get Yours," "Complete Your Order," and "Explore New Arrivals" are direct and align perfectly with the brand's efficient tone.

Social Perception

Undefined and Neutral

Copy Examples

• •Email Subject Line: Your Weekend Outfit, Solved.
• •Instagram Ad Headline: The Viral Jumpsuit. Now 20% Off. Body Text: Looks expensive, feels like a dream. Our signature All-Nighter Jumpsuit combines on-trend style with all-day comfort. Get yours before it sells out again. Shop now, pay later with Afterpay.
• •Product Description (for a new dress): The City Edit Midi Dress. Effortless style, guaranteed. This ribbed midi dress is the one-and-done piece your closet needs. Features a flattering side slit and ultra-soft, stretchy fabric for a perfect fit. True to size. 95% Cotton, 5% Spandex. Model is 5'8" and wearing a size Small.
• •Homepage Banner Text: New Arrivals Just Dropped. Today's Trends, Tomorrow's Wardrobe Staples.
• •Retargeting Ad Copy: Still Thinking About It? Your cart expires soon. Complete your order to get the looks everyone’s talking about—with free shipping on orders over $75.