Brand Tone

aspirational, feminine, free-spirited, and warm

Brand Values

• •Femininity & Style: Creating "effortlessly feminine pieces" that are stylish and sophisticated.
• •Free-Spirited Lifestyle: Embodying a carefree, bohemian, "endless summer" vibe.
• •Family Connection: Highlighting the mother-daughter duo foundation.
• •Beauty & Cherished Pieces: Offering items that are loved and treasured.
• •Australian Heritage: Identifying as an Australian lifestyle brand.

Best Practices

• •Embrace Storytelling: Weave the "mother-daughter duo," "Australian lifestyle," and "endless summer" narratives into your copy. This adds authenticity and emotional connection.
• •Use Evocative Language: Employ sensory words and imagery that evoke feelings of warmth, freedom, beauty, and effortless style (e.g., "sun-kissed," "breezy," "dreamy," "radiant," "cherished").
• •Maintain a Positive and Aspirational Voice: Focus on the joy, confidence, and beauty the clothes can bring to the wearer. Frame product benefits around lifestyle enhancement.
• •Be Visually Consistent with Language: Ensure the copy complements the dreamy, bohemian, and often sunlit imagery used in visuals. The words should paint a similar picture to the photos.
• •Address Customer Feedback (Indirectly in General Copy, Directly in Service): While maintaining the aspirational tone in marketing, ensure that product descriptions are accurate regarding fit and fabric to manage expectations. Customer service interactions, though separate from general copywriting, should be empathetic and aim for resolution to counter negative perceptions.

Social Perception

Many customers are attracted to the brand's distinct bohemian and feminine aesthetic, viewing their dresses and outfits as beautiful and stylish, suitable for creating an aspirational "endless summer" look. They appreciate the unique designs and the overall vibe the brand projects. A segment of customers has expressed disappointment regarding product quality, inconsistent sizing, and discrepancies between product photos and actual items received. Experiences with customer service are mixed, with some users reporting difficulties in obtaining refunds or satisfactory resolutions for issues.

Copy Examples

• •Instagram Post Caption (New Dress Launch): Golden hour called, and she's wearing the new 'Sunset Wanderer' Maxi. ✨ Float through your daydreams in this effortlessly chic piece, designed for sun-kissed skin and free spirits. Where will your endless summer take you? #SageAndPaige #BohoDream #EndlessSummerStyle
• •Email Subject Line (Seasonal Collection): Made for Barefoot Days & Starry Nights 🌿 Your Summer Wardrobe Awaits...
• •Facebook Ad Copy: Discover the Sage & Paige collection – where timeless Australian style meets a heart full of adventure. Our latest arrivals are crafted to be cherished, just like those perfect summer memories. Shop now and find your new favourite.
• •Product Description Snippet (for a floral skirt): ...Dance to your own rhythm in our 'Wildflower Melody' Skirt. With its delicate floral print and soft, flowing fabric, it’s a love letter to bohemian charm and sun-drenched afternoons. Pair it with a simple cami and let your spirit bloom.
• •Pinterest Pin Description: Embrace your inner romantic with Sage & Paige. Sophisticated, free-spirited fashion for the modern muse. Explore pieces designed to make every day feel like a beautiful escape. #AustralianFashion #FeminineStyle #BohoLuxe