Brand Tone

aspirational yet accessible, friendly, and purpose-driven

Brand Values

• •Sustainability
• •Convenience & Accessibility
• •Quality & Trust
• •Community
• •Value

Best Practices

• •Lead with Style, Support with Substance: Always frame the conversation around desirable fashion—the beautiful dress, the designer bag, the unique find. Immediately follow up with the 'why'—sustainability, value, and quality. This appeals to both fashion-conscious and eco-conscious consumers.
• •Use 'Friendly Expert' Language: Combine warm, approachable language ('Hi there,' 'we're all about') with confident, informative statements ('Each pair of secondhand jeans saves 800 litres of water'). This builds trust and community without sacrificing credibility.
• •Emphasize 'Easy' and 'Convenient': The core value proposition for both buyers and sellers is convenience. Words like 'easy,' 'simple,' 'we do the work for you,' and 'a good, ol' fashion shopping experience' should be woven into copy across all platforms.
• •Turn Customers into Community: Use inclusive language like 'Join our mission,' 'Welcome to SwapUp,' and refer to the user base as a 'community.' This fosters a sense of belonging and shared purpose, turning a transaction into participation in a movement.
• •Be Specific with Impact: Instead of generic green claims, use concrete, memorable statistics shared on the SwapUp site. For example, 'More than 200,000 tonnes of clothing end up in landfill each year, the equivalent weight of almost four Sydney Harbour Bridges.' This makes the mission tangible and the customer's choice more impactful.

Social Perception

The public perception of SwapUp is exceptionally positive. Customers view it as a trustworthy, high-quality, and convenient service that successfully bridges the gap between traditional retail and op-shopping.

Copy Examples

• •Style that tells a story. This [Brand Name] dress just landed in our new arrivals, and it's looking for its next chapter. Choosing pre-loved isn't just a smart choice for your wallet—it's a powerful one for the planet. #SwapUpStyle #SecondhandFirst
• •Your weekend outfit just arrived (and it's 70% off retail). Hi [Name], why choose between style and sustainability? Our latest drop features hundreds of unique pieces from brands you love, all inspected for quality and ready for a new home. Find a one-of-a-kind look without the fast-fashion footprint.
• •Designer Style. Pre-Loved Prices. Shop hundreds of new arrivals from top brands, quality-checked and shipped from our Sydney warehouse. Join 40,000+ Australians making secondhand mainstream.
• •Tired of Textile Waste? We Are Too. Australia is one of the biggest consumers of fast fashion. At SwapUp, we're changing that. We make it ridiculously easy to shop and sell high-quality secondhand clothes. Give your wardrobe a second life. It's the simplest way to make a big impact.
• •Curating your dream wardrobe, one pre-loved piece at a time. Discover unique finds and timeless styles at SwapUp, Australia's favourite online thrift store. Quality, convenience, and conscious fashion, delivered to your door. #SustainableStyle #ThriftFinds #CircularFashion