Brand Tone

Aspirational, feminine, and friendly. The communication feels like a conversation with a fashion-loving friend who wants you to feel your best, aiming to make women feel confident and beautiful every day.

Brand Values

• •Female Empowerment
• •Sustainability and Ethical Production
• •Quality and Timelessness
• •Authenticity and Passion

Best Practices

• •Embrace "Feminine Power": Use language that is both empowering and gentle. Address the customer as a "strong-minded" and "soft-hearted" individual.
• •Tell Your Story: Share the personal connection with your manufacturers and the brand's origin. This builds authenticity and a deeper connection with customers.
• •Champion Everyday Luxury: Consistently push the message that beautiful clothes are not just for special occasions. Encourage customers to "just wear the dress" any day of the week.
• •Highlight Sustainability: Weave your sustainable and ethical practices into your narrative. Talk about deadstock fabrics, small-batch production, and your plastic-free initiatives. This resonates with the mindful consumer.
• •Maintain a Friendly, Personal Voice: Write as if you're speaking to a friend. Use personal touches, ask questions in captions, and share behind-the-scenes moments to foster a sense of community.

Social Perception

Customers perceive TUESDAY Clothing as a high-quality, boutique brand with excellent customer service. They are seen as a brand that produces timeless pieces with modern dressing in mind, with clothing that is beautiful, well-made, and confidence-boosting. The brand is appreciated for its unique pieces and personal touch.

Copy Examples

• •Introducing 'Ataraxia' — a collection for the moments in between. For the woman who is both soft-hearted and strong-minded, these are the pieces that carry you through your week with effortless grace. Because you deserve to feel beautiful, every single day.
• •That 'it's finally Tuesday' feeling. Our signature dress is designed to be lived in, from morning coffee runs to evening cocktails. Don't save your best for a special occasion. #TuesdayLabel #WearTheDress
• •More than a brand, we're a friendship. For two decades, we've worked hand-in-hand with our female-founded team in Shanghai, sharing stories, milestones, and a commitment to creating beautiful things the right way. No mass production, no waste—just thoughtfully made garments, from our families to yours.
• •A little something just for you. As a treasured member of the TUESDAY family, we wanted to give you a first look at our upcoming winter collection. Inspired by cozy nights and crisp mornings, it’s all about finding the beauty in the everyday.
• •The perfect balance of comfy and cool. These vintage-influenced pants are designed for your life, whether you're at a meeting or walking the dog. Made with love from deadstock fabric, it’s a style that feels as good as it looks.