Brand Tone

Friendly and Approachable, Community-Oriented, Trustworthy and Transparent, Enthusiastic and Passionate, Helpful and Supportive

Brand Values

• •Sustainability & Circular Economy
• •Affordability & Value
• •Quality
• •Joy and Discovery
• •Convenience for Parents
• •Ethical Consumption

Best Practices

• •Know Your Audience Deeply: Understand the specific language, concerns, and joys of your target audience (e.g., New Zealand parents looking for kids' clothes). Use their vernacular (e.g., wee bitty restock, mini-me).
• •Embrace Your Core Values: Let sustainability, affordability, quality, and community shine through in your wording. If it's about sparking joy, use joyful language.
• •Be Authentic and Relatable: Share behind-the-scenes glimpses, talk about the realities of parenting or running a small business. Use a conversational style.
• •Stay Consistent Across Platforms: While the format might change (e.g., TikTok vs. Email), the core voice—friendly, supportive, enthusiastic—should remain the same.
• •Use Visuals to Reinforce Tone: Ensure that the images and videos accompanying your copy match the intended tone (e.g., bright, playful photos for kids' clothing; authentic, down-to-earth videos for behind-the-scenes).

Social Perception

Generally positive, appealing to environmentally conscious parents and those seeking unique, affordable clothing options for their children in New Zealand. The 'Sell With Us' service was probably seen as a convenient way for parents to declutter and earn some money from their children's outgrown clothes. The 'permanently closed' status will now be the overriding perception for those searching for the brand.

Copy Examples

• •Little adventurers, big style! 🌿 Our latest drop of pre-loved treasures is here, bursting with charm and ready for new journeys. Find unique, quality pieces that won't break the piggy bank. Shop sustainably with us! #TheThriftingDen #NZKidsFashion #SustainableStyle #ThriftedKids
• •Tired of tripping over tiny clothes? 🧸 Let The Thrifting Den turn those outgrown outfits into cash for you! Our 'Closet Cashout' is the hassle-free way for busy Kiwi parents to sell with ease. Join the circular economy and give those adorable threads a second life! Learn more: [Link] #SellWithUs #KidsConsignmentNZ #DeclutterAndEarn #ThriftyParentsNZ
• •(Upbeat, playful music) Outfit inspo for your mini-me! 🤩 All thrifted, all adorable, all kind to the planet (and your wallet!). Which look is your fave? Let us know below! 👇 #TheThriftingDenKids #NZThrift #CuteAndConscious #ThriftHaulNZ
• •Style That Grows With Them 🌱 Discover quality, pre-loved kids' fashion at The Thrifting Den. Kind to your wallet, kinder to our Earth. #ShopSecondhand #JoyfulDressing
• •Hey Thrifty Parent! 👋 Did you know that choosing secondhand helps reduce fashion waste AND gets you amazing, unique styles for your little ones? At The Thrifting Den, we're all about making sustainable choices easy and fun. Check out our Thrifty Parents Guide for tips! [Link] #SmartThrifting #EcoKids