Brand Tone

Promotional and Transactional

Brand Values

• •Affordability
• •Vast Selection
• •Accessibility
• •Trend Responsiveness

Best Practices

• •Embrace the "Smart Shopper" Tone: Frame affordability as a smart, savvy choice to empower the customer.
• •Create a "Tone of Voice" Guide: Document the brand's tone and key messaging points to ensure consistency across all communication channels.
• •Use a Consistent Call to Action (CTA): Standardize main CTAs, considering engaging variations while maintaining directness.
• •Be Honest and Manage Expectations: Subtly manage expectations in copy, especially regarding shipping or product characteristics, to build trust given past customer feedback.
• •Segment Your Messaging: Develop slightly different copy angles for each main product category to cater to their specific nuances and target audiences.

Social Perception

A budget-friendly but high-risk online retailer. Customers are attracted by low prices and extensive selection, but often experience negative outcomes related to product quality and customer service. It is largely seen as a transactional entity rather than a trusted brand.

Copy Examples

• •Your entire dream wardrobe, without the dream price tag. From 'I do' to the daily commute, find your perfect fit for every moment. Enjoy 20% off all collections + free global shipping.
• •New goals, new gear. Our latest activewear collection is engineered for performance and designed to turn heads—all at prices that won't make you sweat. Tap to shop the look.
• •Sun's out, style's on. Dive into our new swimwear collection, featuring the latest trends and custom-fit options for every body. Find your poolside confidence. Shop now.
• •The dress for every occasion is right here. Chic, stylish, and unbelievably affordable. Whether it's a wedding or a weekend brunch, don't just find a dress—find *your* dress. Explore the Dress Shop.
• •Still thinking about it? Your perfect style is waiting. With custom sizing, endless options, and prices you'll love, there's no reason to wait. Complete your order and redefine your wardrobe today.