Brand Tone

Aspirational yet approachable, friendly, stylish, and customer-focused.

Brand Values

• •Fashion-Forward & Unique: Being at the forefront of fashion, offering unique brands and designs sourced globally.
• •Customer Connection & Community: A deep connection with customers and the community.
• •Quality & Personal Service: Providing personal, quality customer service whether online or in-store.
• •Aspirational & Accessible Luxury: Offering designer clothing and a curated mix of high-quality items while aiming to make these accessible.
• •Growth & Innovation: Continuously looking to enhance the customer experience.

Best Practices

• •Embrace a "Fashion Best Friend" Voice: Write as if you're giving friendly, trusted advice to a stylish friend. Use welcoming and inclusive language.
• •Stay Aspirational yet Attainable: Highlight the desirability and quality of the fashion while ensuring the tone doesn't feel exclusive or out of reach. Showcase how the pieces can fit into real-life occasions and everyday elegance.
• •Incorporate the Founder's Voice (Laura's Touch): Continue to use elements like "Love, Laura xo" or a similar personal sign-off in relevant communications (like emails or blog-style posts) to maintain that personal connection.
• •Focus on Solutions and Confidence: Frame product descriptions and style advice around solving "invite dressing dilemmas" and empowering customers, making them feel "beautiful, special". Highlight how the clothes can boost confidence.
• •Be Visually Consistent with Tone: Ensure that the imagery and overall aesthetic of social media posts, website design, and email marketing align with the friendly, stylish, and aspirational verbal tone. The copy should complement the visual story.

Social Perception

Generally perceived very positively as a go-to destination for fashionistas in Northern Ireland and beyond, known for its unique selection, quality, excellent customer service, and founder's relatable brand image.

Copy Examples

• •Instagram Post (New Arrival): "Stop scrolling! Scroll-stopping! ✨ Your dream dress has just landed at WIW. Perfect for that upcoming wedding or just because you deserve it! Tap to shop and get ready to turn heads. #WIWStyle #NewCollection #DreamDress"
• •Email Subject Line (Sale): "Shhh! Your VIP Access to the WIW Sale Starts Now! 😉" Email Body Snippet: "Hey Fashionista! Ready to treat yourself? Our exclusive sale is on, packed with the styles you love at prices you'll adore. Don't miss out on adding those coveted pieces to your Walk in Wardrobe. Happy Shopping! Love, Laura xoxo"
• •Website Banner (Seasonal Collection): "Hello Sunshine! ☀️ Discover fresh, effortlessly chic styles in our new Summer Collection. Curated to make you feel fabulous, wherever the season takes you. Shop the Edit."
• •Facebook Ad (Brand Story): "More than just a boutique, The Walk in Wardrobe is your fashion best friend. Founded by Laura Kearney, we're here to help you discover unique pieces that tell your style story. From everyday glam to show-stopping occasion wear, find your next obsession with us. #WalkInWardrobe #StyleStory #LoveLaura"
• •Product Description Snippet (Occasion Wear Dress): "Steal the spotlight in our 'Evelyn' maxi dress. Crafted with exquisite detail and designed to flatter, this is the confidence-boosting piece your occasion wardrobe has been waiting for. Pair with your favourite heels and let the dress do the talking. #OccasionReady #WIWOccasion"