Brand Tone

Enthusiastic, Empowering, and Approachable

Brand Values

• •Affordability
• •Empowerment
• •Individuality and Self-Expression
• •Community
• •Quality within Reach

Best Practices

• •Lead with Empowerment: Frame every piece of copy around the core value of empowerment, offering a new way to feel confident.
• •Use an Enthusiastic and Positive Voice: Incorporate positive, high-energy words and emojis to maintain an enthusiastic tone.
• •Highlight Affordability Without Sounding Cheap: Pair mentions of price and sales with affirmations of quality and style.
• •Emphasize Individuality: Use language that speaks directly to the customer's personal style journey, making the experience feel personal.
• •Build a Community Narrative: Consistently use words like "community," "join us," and "we" to foster a sense of belonging and encourage user-generated content.

Social Perception

The social perception is ambiguous due to significant brand name confusion with other 'Vastra' stores. Directly, customers perceive it as a source of trendy, budget-friendly, modern, stylish, and empowering Western wear. Indirectly, the name overlap and negative reviews for other 'Vastra' entities can inadvertently tarnish its reputation, posing the single greatest challenge to its brand perception.

Copy Examples

• •That moment when your dress is as bright as your future. Meet the Sunset Glow Midi – designed to make you feel as amazing as you look. Ready to turn heads? Tap to shop and own your sunshine. #TheVastraShop #NewCollection #DressToEmpower
• •Your 9-to-5 and 5-to-9 Wardrobe, Solved. Tired of 'nothing to wear'? Our new co-ord sets blend sophisticated style with all-day comfort, taking you from boardroom confidence to happy hour chic without missing a beat. Affordable fashion that works as hard as you do. Shop the collection now and get 15% off your first order! Call to Action: Shop Now
• •Don't Just Follow Trends. Wear Your Story. Discover unique styles that celebrate you. Explore our latest collection of dresses, jumpsuits, and more.
• •Inside: The confidence boost you were looking for. Hey [Name], ready for a style refresh? We believe fashion is about feeling incredible in your own skin. Find your next favorite outfit at a price you'll love.
• •The "Limitless" Utility Jumpsuit. Why choose between style and comfort? The Limitless Jumpsuit gives you both. Crafted from a soft, breathable fabric that moves with you, this piece is your one-and-done solution for a polished, put-together look. Featuring an adjustable waist tie to celebrate your shape and pockets deep enough for your dreams (and your keys). Go on, be limitless.