Brand Tone

Aspirational yet approachable, friendly, personal, encouraging, positive, fashion-focused, inclusive, confident, and relatable.

Brand Values

• •Quality and Curation
• •Personalized Service
• •Authenticity and Relatability
• •Community and Local Connection
• •Fashion-Forward Thinking

Best Practices

• •Lead with a Personal Touch: Always use a warm, friendly, and approachable voice. Address the audience directly using "you" and "your." Having Zara as the voice of the brand in emails and some social posts strengthens this personal connection.
• •Highlight Curation and Quality: Consistently use words like "curated," "hand-picked," "quality," and "unique" to reinforce the brand's commitment to offering special, high-value pieces. Mentioning the international brands by name also adds to this.
• •Empower and Inspire: Frame the copy around how the clothes will make the customer feel (e.g., "confident," "effortlessly chic," "ready for any occasion"). Focus on the experience and the feeling, not just the product features.
• •Engage with Questions: Encourage interaction by asking for opinions, preferences, and feedback in social media captions and stories. This reinforces the community aspect of the brand and makes followers feel involved.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure the tone of the copy always matches the clean, modern, and stylish aesthetic of the photography and branding. The language should be as fashionable and well-put-together as the outfits being showcased.

Social Perception

Chic and trustworthy fashion destination, a gem in the local retail scene, offering a superior and more personal shopping experience. Perceived as reliable, with accurate sizing and quick delivery. A source of style inspiration and a welcoming community for fashion lovers, built on unique, high-quality clothing and exceptional personal service.

Copy Examples

• •That Friday feeling has officially landed, and so have these stunning new pieces from Part Two! ✨ We're dreaming of weekend brunches and city strolls in these effortlessly chic styles. Swipe to see the collection and tell us which piece is calling your name! #moiboutique #newarrivals #weekendstyle #bangorni
• •Tired of the same old styles? Your wardrobe refresh is waiting for you on Bangor High Street! At MOI Boutique, we've carefully selected unique, beautiful pieces from around the globe that you won't find anywhere else. Pop in and let us help you find an outfit you'll truly love. 💖 #shoplocal #bangor #personalstyle #discovermoi
• •For the forward-thinking woman. Discover our curated collection of contemporary fashion from sought-after European brands. Style that’s made to be you.
• •Zara's Top Picks for Your Summer Getaway ☀️") "Hello lovely! Planning a sunny escape? I've just put together my absolute favourite looks for this season, perfect for everything from beachside relaxation to evening cocktails. These are the pieces I know you'll wear and love for years to come. Click to see the collection and get inspired! Xo, Zara
• •Weekend decision! Are you feeling the playful print of the Sugarhill Brighton top or the classic elegance of the Inwear blouse? Vote in our poll and help us style our Saturday! #fashionpoll #styleinspo #moiboutiquebangor