Brand Tone

Aspirational & Trendy, Youthful & Fun, Approachable & Friendly, Helpful & Service-Oriented

Brand Values

• •Accessibility to Fashion
• •Style & Trend-Consciousness
• •Customer Experience
• •Community (implied)
• •Sustainability (potential/implied)

Best Practices

• •Consistently use language, references, and humour that resonate with a young, fashion-forward New Zealand audience. Stay updated on their slang and social media trends (especially on TikTok).
• •Continue using emojis strategically in social media and informal communications to convey emotion and maintain a youthful, friendly vibe. Ensure visuals (photos/videos) align with the aspirational yet approachable feel.
• •Use upbeat and positive language. Words like "obsessed," "stunning," "dream dress," "wow moment" can reinforce the aspirational and exciting nature of renting a designer dress.
• •While maintaining a friendly tone, ensure all essential information (sizing, rental process, location, T&Cs) is clear and easy to understand. Avoid overly formal or corporate language. A conversational style works best.
• •Create a simple internal guide with examples of "on-brand" and "off-brand" phrases, preferred terminology (e.g., "garments" vs "dresses," "book" vs "reserve"), and emoji usage to ensure anyone writing copy stays consistent. Regularly review and update it based on audience engagement and evolving trends.

Social Perception

Positive Engagement, Fashion Resource, Localized Service

Copy Examples

• •✨ Stop scrolling! ✨ Your dream dress just landed at Rios Rack. The [Dress Name] is pure magic and ready to make your next event unforgettable. 😉 DM us to book your Christchurch try-on or tap the link in bio to rent NZ wide! #RiosRack #DressRentalNZ #NewCollection #EventReady #NZFashion
• •Obsessed is an understatement! 😍 Rent the [Dress Name] and be the moment. Perfect for [Occasion Type e.g., formals, weddings, parties]. Link in bio to snag it! #RiosRack #RentalDress #NZStyle #FashionTikTok #OOTDInspo
• •Find Your Wow Moment. Rent designer dresses in NZ. Effortless style for every occasion. Sizes 6-14. View Collection.
• •Hey gorgeous! 👋 Summer nights are calling, and so are these stunners! Our new collection of sun-kissed dresses is here to make your special occasions even brighter. Rent your fave before it's gone! [Link to Collection]
• •Try-on slots are open for this week in Chch! 🎉 DM us fast to find *the* dress for your weekend. 😉 Can't make it in? We post nationwide! 📮 #RiosRack #ChristchurchNZ #DressHire #TryItOn #NZMadeFabulous