Brand Tone

Youthful & Trendy, Friendly & Approachable, Value-Oriented & Smart, Eco-Conscious, Aspirational but Attainable

Brand Values

• •Affordability: Providing access to brand-name fashion at significantly reduced prices (up to 70% off retail).
• •Sustainability/Recycling: Promoting the reuse of clothing and reducing fashion waste.
• •Style & Trend-Focus: Curating inventory to reflect current fashion trends for teens and young adults.
• •Convenience: Offering cash on the spot for clothes and an easy way to refresh a wardrobe.
• •Community Support: Many stores are locally owned franchises, fostering a sense of supporting local businesses.

Best Practices

• •Know Your Audience: Always write with the target demographic (teens and young adults) in mind. Use language, references, and humor that resonate with them. Stay current with youth slang and trends, but use them authentically.
• •Highlight Key Value Propositions: Consistently weave in messages about affordability, style, sustainability, and the cash-for-clothes model.
• •Embrace Visual Storytelling: Ensure copy complements the visual elements on social media and the website. Use emojis and calls to action that are visually appealing and engaging for a younger audience.
• •Maintain an Energetic and Positive Voice: Keep the tone upbeat, enthusiastic, and encouraging. Avoid overly formal or complex language.
• •Be Authentic and Relatable: Speak to the desire for individuality and self-expression through fashion. Acknowledge the budget constraints of young shoppers while celebrating smart, stylish choices.

Social Perception

Perceived as a good place to find affordable, stylish clothing and to make some money from unwanted items. The eco-friendly angle resonates well, especially with younger, environmentally conscious shoppers. It's often seen as a step up from traditional thrift stores due to its focus on current brands and trends.

Copy Examples

• •Headline: "Your Closet Called. It Wants a Refresh. (Your Wallet Will Thank You.)" Body: "Score a whole new vibe without draining your bank account. Bring in your gently-used faves for cash on the spot, then shop the latest trends for way less. Good for your style, great for the planet. #PlatosClosetStyle #SustainableFashion"
• •Headline: "Level Up Your Look. Cash In Your Closet." Body: "Got last season's must-haves? Turn 'em into this season's cash! We're buying trendy, gently-used styles from brands you love. Sell today, shop today at Plato's Closet. #ResaleRevolution #SmartStyle"
• •Headline: "Eco-Friendly Drip? We Got You." Body: "Look good, feel good, do good. Shopping (and selling!) at Plato's Closet means giving amazing clothes a second life. Save money AND the planet. That's a win-win. #SecondhandFirst #TrendyAndThrifty"
• •Headline: "Fresh Styles Dropping Daily. Your Next OOTD Awaits." Body: "Why pay full price when you can find your favorite brands for up to 70% off? New arrivals hit our racks every single day. Come discover your next killer outfit at Plato's Closet! #StyleForLess #FashionFinds"
• •Headline: "Get Paid for Your Style. Shop Smarter." Body: "Don't let those cool clothes gather dust! Sell your gently-used, on-trend pieces to us for CASH. Then, find new-to-you gems at prices that make sense. It's the cycle of style! #PlatosCloset #SellShopRepeat"