Brand Tone

empowering, confident, and accessible

Brand Values

• •Inclusivity
• •Quality and Comfort
• •Style and Confidence
• •Affordability
• •Danish Heritage

Best Practices

• •Lead with Empowerment: Always use language that uplifts and inspires confidence. Focus on how the clothes make the wearer feel—stylish, comfortable, and self-assured—rather than just how they look.
• •Be Explicitly Inclusive: Consistently mention the size range (42-58) in your marketing materials. This reinforces your commitment to the curvy community and makes your target audience feel seen and valued.
• •Highlight Quality and Comfort: Don't just say the clothes are stylish; emphasize the high-quality, long-lasting materials and the comfortable, flattering fits. This speaks to the brand's core value of providing "value for money."
• •Maintain a Playful and Stylish Tone: Use energetic and positive language. Incorporate words like "bold," "playful," "vibrant," and "chic" to reflect the brand's fashion-forward yet accessible personality.
• •Stay True to Your Danish Roots: Subtly weave in the brand's heritage by emphasizing clean design, uncomplicated style, and quality craftsmanship. Phrases like "comfortably uncomplicated" can reinforce this identity.

Social Perception

The public perception of Wasabiconcept, though still emerging, is shaped by its clear focus on the plus-size market. It is perceived as a much-needed addition to the fashion landscape, offering trendy and stylish options beyond basic staples for curvy women. The association with the established Soyaconcept brand lends it an initial layer of trust and quality assurance. On social media, the brand is seen as contemporary and engaged, using platforms like TikTok to connect with a younger demographic within its target audience. Collaborations with influencers who celebrate their body shape further solidify the brand's image as authentic and body-positive.

Copy Examples

• •Style isn’t a size. It’s an attitude. Your wardrobe should be as bold and vibrant as you are. Our latest collection is designed to fit your curves and your confidence. Discover prints that pop and colors that empower. #Wasabiconcept #CurvyFashion #OOTD
• •Dress the woman you are. Perfectly fitted silhouettes in sizes 42-58, because we believe fashion is for every body. Explore our new arrivals in high-quality, comfortable fabrics.
• •Your exclusive look at our new collection is here! Be the first to experience the styles designed to celebrate you. From bold, playful prints to chic, comfortable classics, our new collection is all about effortless style and a perfect fit. And because you’re on our list, enjoy an exclusive 15% off your first order.
• •Don’t just fit in. Find your perfect fit. Confidence looks good on you. ❤️ #Wasabiconcept #FitCheck #CurvyStyle #PlusSizeFashion
• •Meet your new favorite blouse. The "Saga" is designed with both style and comfort in mind, featuring a flattering V-neckline and a relaxed silhouette that moves with you. Made from our signature soft-touch fabric, it's the perfect piece to take you from desk to dinner with confidence. Because you shouldn't have to choose between looking good and feeling great.