Brand Tone

aspirational, trendy, and celebratory

Brand Values

• •Style Curation
• •Quality (Perceived/Intended)
• •Customer Experience
• •Celebration of Special Moments
• •Accessibility to International Brands

Best Practices

• •Know Your Audience: Understand who you're talking to – their aspirations, lifestyle, and the occasions they shop for. Tailor your language accordingly.
• •Use "Celebratory" Language: Incorporate words and phrases that evoke excitement, confidence, and the joy of special moments (e.g., "unforgettable," "spotlight," "celebrate," "dream dress").
• •Highlight Exclusivity and Curation: Emphasize the "Australian designer" aspect and the "curated" nature of the collection to convey a sense of specialness and trend-awareness.
• •Maintain a Positive and Engaging Voice: Even when addressing policies or potential concerns, keep the tone upbeat and helpful. Use emojis appropriately on social media to enhance a friendly feel.
• •Show, Don't Just Tell: Utilize user-generated content (with permission) and vivid descriptions that allow customers to envision themselves wearing the outfits for their significant events.

Social Perception

Many customers perceive JAUS as a source for beautiful, high-quality dresses suitable for special occasions, often praising specific designs and the compliments they receive. They are seen as a destination for Australian fashion labels. The physical boutique adds a layer of legitimacy. Some customers have raised concerns about the quality not matching the price point for certain items and have expressed frustration with the store credit-only return policy, especially when items don't meet expectations.

Copy Examples

• •Steal the spotlight. ✨ Our latest collection of Australian designer dresses has arrived – ready to make your next event unforgettable. #ShopJaus #OccasionWear
• •Bold. Effortless. You. Discover curated styles that speak your language. Fast shipping from our Michigan boutique. #JausStyle #AustralianFashion
• •From 'yes' to 'I do' and every celebration in between. Find the dress that tells your story. ❤️ #JausBride #WeddingGuest #SpecialMoments
• •Trend alert! 🔥 The must-have pieces from down under are here. Don't just follow trends, set them. #ShopJaus #AheadOfTheTrend
• •That JAUS feeling... when the dress is just right. 😉 Tag us in your #ShopJaus moments to be featured! #CustomerLove #DressComeTrue