Brand Tone

bold, irreverent, confident, sassy, witty, empowering, unapologetic, direct, casual, community-oriented

Brand Values

• •Self-Expression
• •Uniqueness
• •Confidence
• •Quality & Comfort
• •Community

Best Practices

• •Embrace the "Bitch" Ethos: Never shy away from the provocative nature of the name. The copy should consistently reflect a tone of reclaimed power, confidence, and unapologetic self-worth.
• •Speak the Language of the Community: Continue using casual, direct, and witty language that resonates with the target audience. Incorporate relevant slang and social media trends authentically.
• •Turn Customers into Icons: Center the marketing narrative around the "#STITCHBITCHBABE." User-generated content should remain a cornerstone, making the customer the hero of the brand story.
• •Balance Sass with Quality: While the tone is irreverent, the copy should also communicate the premium quality and comfort of the products. Juxtapose the bold statements with mentions of soft fabric and quality embroidery to justify the price point.
• •Create an Exclusive Club: Use language that fosters a sense of in-group belonging. Phrases like "If you know, you know," "Welcome to the club," and "For members only" can enhance the feeling of exclusivity and desirability.

Social Perception

The brand is perceived as cool, trendy, and empowering by its target audience, who buy into an identity rather than just a product. The brand name itself is associated with a larger feminist and crafting movement, lending cultural relevance and edginess. It is seen as a niche brand with a strong, clearly defined identity, with customers actively associating with its image through hashtags like #STITCHBITCHBABE.

Copy Examples

• •You asked for it, we stitched it. Our new 'Emotional Baggage' crewneck has arrived, because why carry it on the inside? Tap to shop and wear your feelings. #STITCHBITCHBABE
• •BEING THIS STYLISH IS A TOUGH JOB, BUT SOMEONE HAS TO DO IT. Shop The Attitude Collection.
• •Warning: Contents may cause excessive confidence.
• •Product: "Not Your Babe" Crewneck Description: "For when you need a not-so-subtle reminder that you belong to yourself. This ultra-soft embroidered sweater is your new go-to for coffee runs, breaking hearts, and generally being iconic. Comfortable, confident, and 100% not here for anyone's nonsense. Made for the babe who sets her own rules."
• •A rapid montage of different people wearing STITCH BITCH sweaters while text on screen flashes with relatable, sassy scenarios: "My face when someone gives me unsolicited advice," "My outfit for minding my own business," "On my way to be the main character." The video ends with the call to action: "What does your sweater say? #STITCHBITCHBABE"