Brand Tone

Warm and Approachable, Conscious and Caring, Trendy and Curated, Community-Oriented

Brand Values

• •Sustainability/Eco-Consciousness
• •Quality
• •Affordability/Value
• •Family & Motherhood Support
• •Personalized Customer Experience
• •Support for Local/Quebec Products

Best Practices

• •Emphasize "Story" and "Journey": Frame both the products (especially pre-owned) and the customer experience (motherhood, childhood) around narratives. Use words like "discover," "treasure," "journey."
• •Balance "Chic" with "Conscious": Consistently pair mentions of style, trends, and quality brands with the eco-friendly and budget-friendly aspects. Avoid language that sounds overly exclusive or, conversely, too "basic thrift."
• •Use Warm, Inclusive Language: Address the audience directly and familiarly (e.g., "lovely mamas," "your little ones"). Highlight the community aspect and the personalized support offered.
• •Clearly Articulate Value: Whether it's the value of saving money, the value of sustainability, or the value of finding unique, quality items, ensure this is clearly communicated. Phrases like "gentle on your wallet," "kind to the Earth," "mini prices" are effective.
• •Maintain a Positive and Uplifting Voice: Focus on the joy of discovery, the beauty of well-made items (new or used), and the positive impact of conscious consumerism. Keep the tone optimistic and supportive.

Social Perception

Positive and Trusted, Innovative Thrift Model, Community-Focused, Stylish and Good Value

Copy Examples

• •Instagram Post (New Kids' Arrivals): "Little discoveries, big smiles! 🌱 Our latest 'ready-to-reporter' collection for kids (0-12y) has just landed – gentle on the planet and your wallet. Come find those unique pieces that tell a story. #MlleEtCoco #SustainableStyle #KidsFashionQuebec"
• •Facebook Ad (Maternity Wear): "Embrace your beautiful journey with our thoughtfully curated maternity collection. Stylish, comfortable, and eco-friendly choices – because you deserve to feel amazing without overspending. New and lovingly pre-owned pieces waiting for you. #MlleEtCocoMaternity #MomToBe #CircularFashion"
• •Website Banner (General): "Style for Your Little Ones & You. Discover a unique blend of new & pre-loved treasures at Mlle & Coco. Quality fashion that’s kind to your budget and the Earth. [Shop Now]"
• •TikTok Video Caption (Store Tour/Thrift Haul): "Your next favorite outfit is waiting! 😉 Thrifting at Mlle & Coco isn't just shopping, it's a treasure hunt for high-quality brands & eco-chic finds for mamas and minis! ✨ What gems will you discover? #FriperieDeLuxe #MlleEtCocoFinds #QuebecFashion #SustainableShopping"
• •Email Newsletter Snippet (Promotion): "Hello lovely mamas! 💕 We believe fashion should be fun, affordable, and conscious. This week, enjoy [specific promotion] on our curated selection of [product category]. Dress your family in style that feels good, inside and out. #MlleAndCocoFamily #ShopSmart #EcoFriendly"