Brand Tone

Empowering, Trendy, and Approachable.

Brand Values

• •Trend-Focused
• •Affordability
• •Inclusivity
• •Customer-Centricity
• •Empowerment

Best Practices

• •Lead with Confidence: Start captions and headlines with empowering and assertive statements. Use active language that inspires action and self-assurance.
• •Balance Trendiness with Timelessness: Use current slang and emojis on platforms like TikTok and Instagram, but ensure the core message about style and quality remains. Refer to both "Essential Trends" and "Classic Faves" to appeal to different customer mindsets.
• •Engage with Questions: Encourage community interaction by asking questions in social media captions (e.g., "How would you style this?", "Which color is your favorite?"). This makes the brand feel more like a conversation partner than a broadcaster.
• •Emphasize Value, Not Just Price: Instead of just saying "cheap" or "low-cost," use phrases like "affordable luxury," "styles that look expensive," or "smart investment for your wardrobe." This frames the purchase as a savvy style choice.
• •Maintain a Consistent Voice Across Platforms: While the format may change (video vs. static image vs. long-form email), the core tone—empowering, trendy, and approachable—should remain the same. A customer should feel they are interacting with the same brand whether they are on TikTok, the website, or reading an email.

Social Perception

PhashionJem is perceived as a go-to online boutique for trendy, budget-friendly womenswear. Customers view it as a reliable source for finding stylish outfits for various occasions, from casual lounging to more formal events. The active and cohesive social media presence helps solidify its image as a modern and engaged brand that understands its target audience's digital habits and aesthetic preferences.

Copy Examples

• •(Instagram Post - New Dress Collection): Headline: Stop the scroll. Your weekend outfit just arrived. ✨ Body: Meet the collection designed for turning heads. From brunch mimosas to sunset cocktails, we’ve got the dress. Which look is your favorite? Drop a 👗 in the comments! #PhashionJem #NewCollection #DressToImpress
• •(Facebook Ad - Targeting Value Shoppers): Headline: Look like a million bucks. (Without spending it). Body: Your wardrobe called—it wants an upgrade. Get the latest trends and essential styles you’ll wear on repeat, all at prices that make sense. Free U.S. shipping over $75! Shop now.
• •(TikTok Video Caption - Styling a "Co-ord" Set): Caption: 1 set, 3 vibes 💅 Which way are you styling our new lounge set? Coffee run, WFH, or out with the girls? #styletips #fashionhacks #coordset #PhashionJem #OOTD
• •(Email Newsletter - Promoting "+Curve" Collection): Subject: Styles designed to celebrate you. Body: Confidence looks good on you. Our new +Curve collection is here, filled with pieces that fit, flatter, and feel amazing. Because fashion is for every body. Discover your new favorite outfit today.
• •(Pinterest Pin Description - "Workwear"): Description: Power dressing for the modern woman. Discover chic blazers, versatile blouses, and tailored trousers that blend classic style with essential trends. Pin your favorite office-ready looks from PhashionJem. #Workwear #OfficeStyle #WomenInBusiness #ClassicStyle