Brand Tone

Aspirational & Empowering, Chic & Stylish, Approachable & Friendly, Contemporary & Trendy, Positive & Simple

Brand Values

• •Empowerment
• •Style & Modernity
• •Quality & Comfort
• •Versatility
• •Accessibility/Affordability
• •Individuality & Effortless Style

Best Practices

• •Consistently use language that makes the customer feel confident, capable, and stylish. Focus on how the clothes help her express her best self.
• •Emphasize the blend of current trends with timeless style. Use descriptive words that evoke sophistication but also approachability (e.g., "chic," "polished," "effortless," "contemporary").
• •While aspirational, avoid overly formal or aloof language. Connect with the everyday experiences and desires of the modern woman. Share stories or user-generated content (with permission) to build community.
• •Briefly mention the quality of materials or the comfort of the fit where appropriate, reinforcing the value proposition. This can be subtle, woven into product descriptions or broader brand messaging.
• •Ensure that the imagery used in marketing and on social media aligns with the described tone. Stylish, well-lit photography featuring confident and relatable women will reinforce the copy's message. Keep the language consistent across all platforms, from website to social media captions to email marketing.

Social Perception

Positive for Quality and Design, Good Value, Everyday & Special Occasion Wear, Trendy and Up-to-Date, Growing International Awareness, Predominantly Female Audience

Copy Examples

• •Headline: Step into Your Spotlight. Body: Discover pieces designed to make you shine. – She by Shi blends modern chic with timeless elegance, empowering you to express your unique style, every day. Effortless confidence is always in fashion.
• •Headline: Your Everyday, Elevated. Body: Why choose between comfort and style? With – She by Shi, you get both. Our contemporary collections are crafted for the free-spirited woman who values quality and effortless sophistication.
• •Headline: Fresh Styles Have Arrived. Feel the Difference. Body: New season, new you. Explore the latest from – She by Shi – where quality fabrics meet on-trend designs. Perfect for your workday, your weekend, and every moment in between.
• •Headline: Embrace Your Individuality. Dress the Part. Body: – She by Shi celebrates you. Our versatile pieces are made to inspire confidence and help you create a wardrobe that’s as unique and vibrant as you are. Find your new favorite today.
• •Headline: Modern Elegance, Made for You. Body: Experience the perfect fusion of contemporary design and lasting style. – She by Shi offers chic, comfortable womenswear that moves with you, empowering you to conquer your day with grace.