Brand Tone

Friendly, encouraging, youthful, accessible, aspirational yet budget-friendly, inspiring, community-oriented, practical, straightforward, passionate, educational, urgent, trendy, engaging, playful, and visually appealing.

Brand Values

• •Sustainability
• •Affordability
• •Accessibility & Convenience
• •Quality
• •Community
• •Empowerment

Best Practices

• •Always Emphasize Sustainability Positively: Frame choosing secondhand as an empowering, smart, and stylish decision, not just a compromise. Highlight the positive impact ("give clothes a second life," "reduce fashion waste") rather than just focusing on the negative aspects of fast fashion.
• •Speak the Language of Your Audience: Use a youthful, engaging, and slightly informal tone, especially on platforms like Instagram and TikTok. Incorporate relevant hashtags and trendy phrases where appropriate, but always remain authentic to the brand's core message.
• •Maintain Transparency and Honesty: While the brand aims to be aspirational, it's important to be transparent, especially regarding the condition of clothes ("like-new," "gently used"). If addressing sellers, manage expectations clearly and fairly regarding the selling process and valuation.
• •Focus on Value and Discovery: Highlight both the financial savings and the excitement of finding unique items from popular brands. Use words like "discover," "uncover," "treasure," and "gems" to evoke a sense of excitement.
• •Be Consistent Across All Channels, Adapting Slightly for Context: While the core values and overall friendly tone should remain consistent, adapt the specific style for each platform. LinkedIn communication can be more formal and industry-focused, while Instagram and TikTok should be more visual, playful, and interactive. Create brand voice guidelines to ensure everyone on the team is aligned.

Social Perception

Largely perceived as a positive force in promoting sustainable and affordable fashion. While there are some criticisms, particularly from sellers regarding pricing, the brand is generally well-regarded by buyers for its mission, convenience, and product offerings.

Copy Examples

• •Headline: Your Next Favourite Outfit is Pre-Loved. Body: Why buy new when you can discover something even better? At REFASH, find thousands of like-new styles from brands you adore, all while making a choice that's kinder to the planet (and your wallet!). #RewearReloveRefash
• •Headline: Give Your Wardrobe & The World a Refresh! Body: Join the movement! Sell your once-loved clothes with REFASH and give them a second life. It's easy, rewarding, and the stylishly sustainable thing to do. Plus, earn cash or credits to find your next treasure!
• •Headline: Sustainable Style Just Got an Upgrade. Body: Who says sustainable can't be chic? Explore endless aisles (online or in-store!) of curated secondhand fashion. From Zara to Love Bonito, uncover hidden gems at up to 70% off retail. Look good, feel good, do good.
• •Headline: The Thrill of the Thrift. The Joy of Sustainability. Body: Experience guilt-free shopping that doesn't compromise on style. Every piece you find at REFASH has a story and a future. Be part of a community that believes fashion can be beautiful and responsible. What will you REFASH today?
• •Headline: Declutter. Discover. Make a Difference. Body: Selling your clothes with REFASH is more than just making space. It's a conscious choice to reduce waste and embrace circular fashion. Buying from REFASH means unique finds and a lighter footprint. It’s a win-win for style and sustainability!