Brand Tone

Empowering, Stylish, and Informative

Brand Values

• •Empowerment of Women: Aiming to help women feel confident and capable in the outdoors.
• •Outdoor Lifestyle & Adventure: Promoting engagement with outdoor activities like hiking, skiing, biking, and surfing.
• •Quality & Functionality: Focusing on 'functional goods' and 'high-quality products', suggesting a commitment to providing gear that performs well.
• •Style & Aesthetics: Offering 'chic apparel' and 'fashionable gear', highlighting the importance of style alongside practicality.
• •Thoughtful Curation: Partnering with brands that share their commitment and providing curated collections

Best Practices

• •Speak Directly to Your Audience: Use 'you' and 'your' to create a personal connection. Focus on her aspirations, challenges, and desire to feel good and look stylish while being active outdoors.
• •Balance Inspiration with Practicality: Combine empowering and adventurous language with clear, informative details about product benefits, functionality, and quality.
• •Infuse Stylish Language: Use adjectives that evoke chicness, trendiness, and aesthetic appeal (e.g., 'sleek,' 'vibrant,' 'elegant,' 'modern cut') when describing products, alongside their technical features.
• •Maintain a Positive and Encouraging Voice: Frame challenges as opportunities for adventure and growth. Ensure copy is uplifting and supportive, reinforcing the brand's mission to empower women.
• •Be Authentic and Relatable: Share stories or use language that resonates with the real experiences of women in the outdoors. Acknowledge common concerns (like weather or finding the right fit) and offer solutions with a confident, friendly approach.

Social Perception

PLEIN AIR aims to be perceived as a go-to, trusted resource for women who want to engage in outdoor activities without compromising on style or performance. It is a marketplace that understands the specific needs of 'outdoorswomen' by providing functional, high-quality, and fashionable gear, and supportive of women in the outdoors.

Copy Examples

• •Homepage Banner: 'Adventure Awaits. Style Delivered. PLEIN AIR: Equipping you to conquer every peak and trail with confidence and chic. #WomenOutdoors'
• •Product Description (for a hiking jacket): 'Meet your new go-to for trail and town. Our [Jacket Name] blends mountain-ready tech with a silhouette you'll love to wear everywhere. Stay dry, feel fabulous, and embrace the wild. Because why choose between function and fashion? #PleinAirStyle'
• •Instagram Post: 'Sun on your face, wind in your hair, and the perfect gear to make it all happen. ✨ What outdoor dream are you chasing this weekend? Let PLEIN AIR help you get there in style and comfort. #EmpoweredByAdventure #OutdoorWomen' (Visual: Woman hiking in stylish gear from the store)
• •Email Subject Line: 'Unlock Your Next Adventure (and a new look!) ⛰️' Email Body Snippet: 'Hey [Customer Name], Ready to explore? At PLEIN AIR, we believe the right gear does more than just perform – it inspires. Discover our latest collection of chic, functional apparel and accessories designed to help you feel your best on every journey. Your adventure starts here.'
• •Blog Post Title / Social Media Teaser: 'Don't Just Brave the Elements, Own Them. Our Top 5 All-Weather Essentials for the Fearless Woman. Click to gear up! #PleinAirEssentials #AdventureReady'