Brand Tone

empowering, supportive, encouraging, and body-positive

Brand Values

• •Empowering Acceptance: Liberating, supportive, encouraging.
• •Confident Contentment: Proud, joyful, peaceful.
• •Supportive Contribution: Inclusive, helping, beyond oneself.
• •Sustainability (fabrics sourced with comfort, sustainability, and performance in mind; made in Britain)
• •Quality
• •Flattering design for the mature figure

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the brand's tone (empowering, supportive, mature), core values (acceptance, contentment, sustainability), key messaging points, "words we use," and "words we avoid." Share this with anyone creating content.
• •Emphasize "You" and Benefits Over Features: Focus on how the activewear makes the customer *feel* (confident, comfortable, empowered) and the benefits it brings to her life, rather than just listing fabric types or technical details (though these are important supporting points).
• •Use Inclusive and Positive Language: Actively avoid language that implies "fixing" or "hiding." Instead, use words that celebrate, support, and empower. Phrases like "gracefully accept," "feel comfortable and content," and "flatter every body" are good examples from their current messaging.
• •Maintain Authenticity and Relatability: Speak directly to the mature woman's experiences and aspirations. Use imagery and testimonials that reflect this demographic. The blog topics (menopause, mental wellness) are a good start. Ensure the voice feels genuine and understanding of her needs.
• •Review and Refine Regularly: Periodically review all marketing copy (website, social media, emails, ads) to ensure it aligns with the defined brand tone and values. Gather feedback if possible, and don't be afraid to tweak messaging as the brand evolves or as you learn more about your audience's response. Ensure consistency across all platforms.

Social Perception

The brand appears to be positively perceived by its niche target audience of mature women seeking comfortable, flattering, and sustainable activewear. The focus on "real bodies" and acceptance likely resonates well.

Copy Examples

• •Headline: Rediscover Movement. Embrace You. Body: NYSMFIT activewear is designed for your life, your body, your journey. Experience the freedom of sustainable fabrics that flatter and support, so you can move with confidence and grace. Because feeling good is always in style. Call to Action: Explore the Collection & Find Your Fit.
• •Headline: Comfort That Celebrates Every Curve. Body: We believe activewear should adapt to you, not the other way around. Our British-made designs prioritize real comfort and a flattering fit for the mature woman. It's time to feel seen, supported, and sensational. Call to Action: Shop Sustainable Styles.
• •Headline: Your Strength, Beautifully Defined. Body: At NYSMFIT, we see the power in every story, the beauty in every stage of life. Our thoughtfully crafted activewear is here to support your wellness, enhance your confidence, and let your true self shine. Call to Action: Discover Activewear That Understands You.
• •Headline: More Than Activewear. It's A State of Mind. Body: Inspired by the belief that every woman deserves to feel content and empowered, NYSMFIT offers apparel that’s as resilient and remarkable as you are. Ethically made, beautifully designed. Call to Action: Join the NYSM Movement.
• •Headline: Feel Fabulous, Inside & Out. Body: Don't let anything hold you back. Our luxurious, sustainable activewear is crafted to provide unparalleled comfort and a fit that makes you feel incredible, whether you're at the gym, on a walk, or simply embracing your day. Call to Action: Experience the NYSMFIT Difference.