Brand Tone

aspirational, friendly, and chic

Brand Values

• •Curation and Quality
• •Purpose-Driven Shopping
• •Community and Good Vibes
• •Trend-Setting

Best Practices

• •Lead with "Why": Always connect the product back to the brand ’s values. Instead of just saying "New dress," say "A dress from a brand that empowers women, curated for your closet."
• •Use Aspirational & Inclusive Language: Employ words like "elevate," "discover," "curated," and "inspire." Address the customer directly as a "tastemaker" or a savvy individual, making them feel part of an exclusive, stylish group.
• •Emphasize Curation: Consistently use terms like "hand-picked," "vetted," and "curated" to reinforce the idea that UPMARKET is a trusted editor of style, saving the customer from the overwhelming fast-fashion landscape.
• •Maintain a Chic & Friendly Voice: Balance sophisticated fashion language with a warm, approachable tone. Think of it as a knowledgeable best friend giving style advice —not a distant, unapproachable luxury house.
• •Be Purpose-Forward: Whenever possible, hint at the "value-driven" aspect. This can be done subtly in product descriptions by mentioning if a brand is sustainable, female-founded, or locally made, reinforcing that shopping at UPMARKET has a deeper meaning.

Social Perception

The brand is perceived as a stylish and desirable boutique, serving as a source of fashion inspiration.

Copy Examples

• •Your weekend uniform, sorted. ✨ This silky midi skirt just dropped, and it ’s the perfect piece to take you from brunch to golden hour cocktails. We curated this look so you don't have to. Tap to shop the vibe.
• •Style That Feels Like You. Discover our curated collection of timeless pieces and value-driven brands, chosen to make you feel as good as you look. Finally, a shop that gets you.
• •Inside: 3 Ways to Style Our Bestselling Blazer
• •More than just a bag —it's your new command center. Designed for the woman who does it all, this tote combines minimalist style with maximum function. Crafted by a female-founded brand that believes in creating beautiful, practical pieces you'll love for years to come. Shop with purpose, style with ease.
• •Effortless Style, Conscious Choices. Stop scrolling, start living. UPMARKET offers curated, value-driven fashion for the modern trendsetter. Find pieces you'll not only love but feel good about wearing. Shop our new arrivals now.