Brand Tone

aspirational and direct

Brand Values

• •Empowerment through Fashion
• •Accessibility and Democracy
• •Inclusivity and Body Positivity
• •Quality and Care

Best Practices

• •Lead with Empowerment: Frame all copy, from product descriptions to social media posts, around the core value of empowerment. Use active, confident language like "Define your look," "Own your style," and "Step into your power."
• •Keep it Aspirational but Attainable: Use sophisticated and stylish language, but ensure it remains grounded and accessible. Avoid overly technical jargon and pair aspirational phrases with direct benefits (e.g., "Elevate your wardrobe with timeless pieces you can wear anywhere").
• •Be Direct in Your Call to Action (CTA): The brand is commerce-focused. CTAs should be clear and compelling. Use phrases like "Shop The Collection," "Discover Your Style," "Get The Look," and "Find Your Fit" to guide the customer journey.
• •Highlight Inclusivity Visually and Textually: To live the value of body positivity and inclusivity, this must be reflected in both imagery (using diverse models) and text. Use phrases like "Designed for every body," and "Celebrate your unique beauty" in brand messaging.
• •Develop a "Brand Voice" Guide: Create a simple internal document that outlines the key elements of the brand's tone: keywords (e.g., empowered, stylish, accessible, quality), sentence structure (e.g., direct and confident), and a list of "do's and don'ts" to ensure every piece of content, whether on the website or a future social media channel, sounds like it comes from the same brand.

Social Perception

Currently, there is no measurable social perception of the brand due to the absence of social media profiles, reviews, or public discussion. Its image is solely defined by its website content, existing as a direct-to-consumer retail entity.

Copy Examples

• •Style that speaks for you. Our iconic Moto Jacket is more than an outfit—it's an attitude. Discover your new favorite layer. #StyleEmpowered #ModernFashion
• •Effortless Style, Delivered. Your wardrobe is waiting. Discover our new collection of chic jackets, dresses, and more, designed for the modern woman. Shop now and enjoy flexible payment options.
• •Inside: Your Exclusive Look at Our New Arrivals
• •Meet the Ibiza: the elegant jacket that works as hard as you do. With its clean lines and sophisticated tailoring, this piece transitions seamlessly from morning meetings to evening outings. It’s not just a jacket; it’s a staple of self-expression, designed to empower your every move.
• •Fashion that Fits Your Life. Accessible, Stylish, and Uniquely You.