Brand Tone

Playful & Energetic, Inclusive & Welcoming, Confident & Unapologetic, Authentic & Real, Conscious & Purpose-Driven, Community-Focused

Brand Values

• •Inclusivity & Diversity
• •Sustainability & Environmental Responsibility
• •Self-Expression & Authenticity
• •Comfort
• •Community
• •Social Good

Best Practices

• •Embrace Vibrant & Inclusive Language: Use words that are energetic, positive, and welcoming. Celebrate diversity in your copy and ensure it speaks to a wide range of individuals. Avoid exclusionary terms.
• •Prioritize Authenticity & Relatability: Speak like a friend, not a corporation. Use a conversational and genuine tone. Share real stories and user-generated content where appropriate.
• •Highlight Values Consistently: Weave in mentions of inclusivity, sustainability, comfort, and self-expression naturally across all communications. Let your values shine through your product descriptions, social posts, and campaign messaging.
• •Be Playful & Confident (But Not Arrogant): Inject humor and personality where appropriate, especially on social media. Be confident in your brand's mission and what makes you different, but always remain approachable and community-focused.
• •Listen & Engage with Your Community: Actively solicit and respond to feedback. Use the language your community uses (when appropriate) to foster a stronger connection. Your copy should reflect that you are listening and evolving with your audience.

Social Perception

Parade is widely perceived as a modern, progressive, and ethical alternative in the underwear market, particularly appealing to Gen Z consumers. Customers generally feel good about purchasing from Parade due to its values of inclusivity and sustainability. Many see it as a brand that 'knows what's up' and aligns with their personal principles. The brand has successfully cultivated a strong sense of community, with many customers and influencers feeling like they are part of a 'special little community.' Their products are primarily known for being comfortable, colorful, and size-inclusive. While its influencer marketing has been a key growth driver, it has also drawn some critique for potentially creating feelings of exclusivity among those not included. The acquisition by Ariela & Associates International is generally seen as an opportunity for Parade to scale and expand its reach globally.

Copy Examples

• •Headline: Feel Good. Do Good. Undies That Get You. Body: Your body, your style, your Parade. Dive into unreal comfort made with the planet in mind and colors that pop as much as your personality. #ParadeYourWay
• •Headline: Express Every Hue of You. Body: From minimalist neutrals to full-spectrum brights, find your perfect fit in sizes for every body. Because underwear should be as unique and comfortable as you are. Sustainable, inclusive, and always you.
• •Headline: Comfort That Doesn’t Cost the Earth. Body: We’re serious about soft. And we’re serious about sustainability. Our creative basics are crafted from eco-friendly fabrics that feel amazing and do amazing things for our planet. Join the Parade.
• •Headline: More Than Just Underwear. It’s a Vibe. Body: This is underwear for self-expression, for radical comfort, for celebrating you, exactly as you are. Join our community and rewrite your underwear story.
• •Headline: Softwear for Everywhere. Seriously Sustainable. Body: Made for all day, every day, and every body. Our super-soft, eco-conscious fabrics and inclusive designs mean you never have to choose between comfort, style, and your values.