Brand Tone

Friendly, enthusiastic, inclusive, and relatable

Brand Values

• •Empowerment and Confidence
• •Affordability and Value
• •Inclusivity
• •Customer Obsession
• •Joy and Happiness
• •Australian Roots & Growth
• •Innovation and Adaptability
• •Company Culture & Team

Best Practices

• •Know Your Audience, Speak Their Language: Understand who you're talking to. Use relatable terms, emojis where appropriate (especially on social media), and a conversational style that resonates with your target demographic of women seeking affordable, trendy, and inclusive fashion.
• •Emphasize Empowerment and Positivity: Frame product descriptions and marketing messages around how the clothes will make the customer *feel* – confident, beautiful, happy, ready for anything.
• •Be Inclusive in Imagery and Language: Ensure copy reflects the brand's commitment to all shapes and sizes. Use phrases like "dresses for every body," "find your perfect fit," and showcase a diversity of models.
• •Maintain a Friendly and Approachable Voice: Even in more formal communications, keep the tone warm and inviting. Avoid overly technical jargon. Let the passion for the brand and its customers shine through, as seen in the founder's story.
• •Inject Personality and Relatability: Share behind-the-scenes content, user-generated content, and relatable memes or lifestyle posts that align with the brand's fun, down-to-earth side. Don't be afraid to be playful while staying true to core values.

Social Perception

Positive perception of trendy styles, affordability, and inclusive sizing, with some concerns about clothing quality and sizing consistency.

Copy Examples

• •Find *your* favourite dress! ✨ Feel amazing, look incredible, and conquer your day with St Frock. #StFrockStyle #FeelGoodFashion
• •Obsessed is an understatement! 😍 Our new collection just dropped, packed with styles to make you shine. All sizes, all beautiful. #NewCollection #InclusiveFashion #StFrock
• •That 'just found the perfect outfit' feeling? Yeah, we live for that. 😉 Affordable style that makes you smile, delivered to your door. #StyleMadeEasy #StFrockLove
• •From Monday meetings to weekend adventures, we’ve got the dress that does it all. Effortless style for every Aussie woman. 🇦🇺 #VersatileFashion #StFrockAUS
• •Life’s too short for boring clothes! 🎉 Tag a friend who needs a St Frock wardrobe refresh. Let's spread the joy of feel-good fashion! #FashionFun #StFrockCommunity