Brand Tone

Friendly, Approachable, Humorous, Candid, Empowering, Supportive, Bold, Unapologetic, Inclusive, Real

Brand Values

• •Body Positivity/Acceptance
• •Inclusivity
• •Community
• •Authenticity
• •Empowerment
• •Fun and Joy
• •Affordability and Quality

Best Practices

• •Embrace Authenticity and Humour: Let the genuine, fun-loving personalities of Jo and Nat shine through. Use relatable language, don't be afraid of a little cheekiness, and share candid moments. This builds connection and trust.
• •Champion Body Positivity Consistently: Every piece of copy, from product descriptions to social media posts, should reinforce the message of self-love, confidence, and celebrating all bodies. Avoid language that implies "flattering" means "slimming" – focus on fit, comfort, and style.
• •Foster Community Interaction: Actively engage with "Team Topsy." Ask questions, respond to comments and DMs personally (where possible), feature customer photos (with permission), and continue live sessions. Make the audience feel seen, heard, and valued.
• •Use Inclusive and Empowering Language: Speak directly to your audience as equals. Use words like "you," "we," "Team Topsy." Highlight how the clothes make the wearer *feel* (e.g., confident, fabulous, comfortable) rather than just how they look.
• •Be Bold and Real: Don't shy away from the brand's "attitude" and its roots in addressing a real need in plus-size fashion. Be direct, honest (like in fit descriptions), and if appropriate, continue to touch on the real-life experiences of plus-size individuals, as done in the Facebook Live chats.

Social Perception

Loved, Trusted, More Than a Brand, Game Changer, Authentic, Relatable, Advocates for Plus-Size Women

Copy Examples

• •Stop scrolling, start slaying! 🔥 Our brand NEW [Dress Name] just dropped, and trust us, your wardrobe *needs* this. Designed by #TeamTopsy for ultimate comfort and head-turning style. Get ready to feel as fabulous as you are! Shop sizes 16-36 now. #TopsyCurvy #PlusSizeFashion #NewCollection #BodyConfidence
• •Hey Team Topsy! 👋 Jo and Nat here! We're going LIVE this Thursday at 7 PM to chat all things new-in, answer your styling Qs, and maybe share a giggle or two (okay, definitely a few giggles!). What do you want to see us try on? Drop your requests below! 👇 #TeamTopsyTuesday #TopsyCurvyLive #PlusSizeCommunity #AskUsAnything
• •At Topsy Curvy, we're more than just clothes. We're a rebellion against 'one size fits all.' We're a celebration of curves, confidence, and YOU. Founded because everyone deserves to feel amazing in what they wear. Welcome to the family. ❤️ #TopsyCurvy #NotJustASize #BodyPositivity #PlusSizeAndProud #RealTalk
• •Treat yourself, Queen! 👑 Our [Sale Name] is ON with up to 50% off selected styles! Stock up on those faves that make you feel incredible, without breaking the bank. Go on, you deserve it! 😉 Shop link in bio. #TopsyCurvySale #PlusSizeBargains #FashionDeals #SelfLove
• •That feeling when you find a pair of leggings that are ACTUALLY comfy, don't roll down, AND have pockets?! 🤯 Yeah, we get it. 😉 Our [Legging Name] are basically magic. ✨ #TopsyCurvy #PlusSizeProblemsSolved #ComfyClothes #FatFashion #Relatable