Brand Tone

youthful, trendy, fun, and aspirational

Brand Values

• •Self-Expression and Individuality
• •Accessibility and Affordability
• •Trendiness and Style
• •Customer Engagement

Best Practices

• •Know Your Audience Inside Out: Always write with the young, trend-aware Stelly customer in mind. Use language, references, and emojis that resonate with them. (e.g., "sister," "babe," "besties," relevant emojis 🔥✨😉).
• •Emphasize Fun and Aspiration: Keep the tone light, positive, and exciting. Focus on how the clothes will make the customer feel (confident, stylish, ready for a good time).
• •Stay Current with Trends (in language too): Just as fashion trends evolve, so does slang and online communication styles. Keep an ear to the ground for how your target demographic is communicating.
• •Be Visually Consistent: Ensure the tone of the copy aligns with the visual branding on the website and social media. Bright, vibrant imagery should be paired with equally energetic copy.
• •Create a Tone of Voice Guide: Develop a simple internal guide with do's and don'ts for Stelly's brand voice. Include preferred vocabulary, level of formality (or informality), and examples of on-brand and off-brand copy. This helps ensure consistency across all writers and platforms.

Social Perception

Generally perceived as a popular online destination for young women seeking fashionable and affordable clothing, particularly for dresses and occasion wear. They are recognized for keeping up with trends and offering a diverse selection.

Copy Examples

• •Instagram Post Caption (New Dress Arrival): "Stop scrolling sister! 🔥 Your weekend just got a major upgrade with our new [Dress Name] dress. Turn heads and break hearts – you know the drill. 😉 Tap to shop before it’s gone! #StellyStyle #NewCollection #OOTN"
• •Website Banner (Seasonal Collection): "Hello Sunshine! ☀️ Our new Summer Edit is HERE and it’s packed with all the dreamy fits you need to own the season. Think vibrant prints, flowy maxis, and cute crops. Get your glow on! Shop Now ->"
• •Email Subject Line (Sale Promotion): "Babe, Your Closet Called... It Needs These Sale Steals! 😉 Up to 50% Off!"
• •Product Description (Playsuit): "Level up your day-to-night game with the [Playsuit Name]! Effortlessly chic and seriously comfy, this little number is perfect for brunch with the besties or dancing 'til dawn. Just add your fave heels and you're golden. ✨"
• •Facebook Ad Copy: "Need an outfit that screams 'main character energy'? Stelly has you covered. 💁‍♀️ From glam party dresses to cool casual vibes, discover your next obsession. Shop the latest trends now and pay later with Afterpay! #StellyClothing #AussieFashion #DressObsessed"