Brand Tone

Professional, Efficient, and Sales-Driven

Brand Values

• •Heritage and Experience
• •Variety and Innovation
• •Quality and Value
• •Partnership and Support
• •Integrity

Best Practices

• •Always Address the Retailer, Not the End Consumer: Use language that speaks to business needs: "your customers," "your inventory," "increase your sales," "bestselling products." The goal is to show them how your products benefit their business.
• •Highlight Exclusivity and Partnership: Use words like "exclusive," "trade only," "partner," and "support." This reinforces the value of the B2B relationship and makes retailers feel they are getting special access and service.
• •Lead with Value Propositions: Structure headlines and copy around key business benefits: new stock arrivals, access to licensed brands, weekly discounts, and reliable supply. The "What's in it for me?" should be clear from a retailer's perspective.
• •Maintain a Professional and Efficient Tone: Avoid overly casual or playful language in B2B communications. The tone should be confident, knowledgeable, and direct, reflecting the brand's long-standing expertise and focus on business operations.
• •Leverage Heritage and Trust: Casually reference the brand's long history ("Since 1894...") or its commitment to quality and anti-counterfeiting to build trust and assure retailers they are dealing with a reputable and stable supplier.

Social Perception

For B2B Customers (Retailers): Smiffys is perceived as a major, established global supplier, a reliable source for a wide variety of products including licensed items, and a serious B2B partner. For End Consumers (via Retailers): The public sees Smiffys as a go-to brand for fancy dress, offering a vast selection for various themes, known for both family-friendly fun and fashion-forward options.

Copy Examples

• •Stock the Unmissable: The Official Dragon Ball Z Costume Collection Has Landed.
• •Your Bestsellers for Halloween 2025. Log in to access our new catalogue and secure your stock before the rush.
• •Licensed Legends: From Top Gun to Shrek, our officially licensed costumes are proven sellers. Give your customers the authentic characters they’re searching for.
• •With over 130 years of experience, we understand what sells. We're proud to support over 2,000 stockists worldwide with quality, trend-led designs. Partner with a leader in the industry. #SmiffysTrade #B2B #Wholesale #Costumes
• •Gain Your Competitive Edge. Register for a Smiffys Trade account today for exclusive wholesale pricing, access to 5,000+ product lines, and dedicated support to help your business thrive.