Brand Tone

Friendly, Nostalgic, Community-Oriented, approachable, helpful, simple, direct, welcoming, with an undercurrent of legacy and heartfelt appreciation for its history and customer base.

Brand Values

• •Community Focus
• •Creativity and Fun
• •Heritage and Tradition
• •Personal Service

Best Practices

• •All copy should lean into the brand's 40-year history. Use words like "legacy," "heritage," "since 1984," and "memories" to reinforce this long-standing community presence.
• •Address the audience directly ("you," "your") and use welcoming, friendly language ("pop in," "join us," "celebrate with us"). Avoid corporate or overly commercial jargon.
• •Don't shy away from the fact that the store is closing. Frame it as a "final chapter" or a "farewell celebration" to create a sense of positive closure and encourage final visits.
• •Since the business is a physical shop, the copy should encourage visits. Highlight the benefit of trying things on, getting personalized advice, and the "magic" of discovering a costume in person.
• •Regularly feature user-generated content (with permission) or share anecdotes from the past. Position the brand not just as a store, but as a place where community memories were made, reinforcing its social value.

Social Perception

Wardrobe Costume is perceived as a cherished local institution and a part of the Cambridge community's fabric, rather than a commercial powerhouse. Customers view it as a reliable, traditional place for high-quality and unique costumes, associated with fond memories. Its upcoming closure is met with nostalgia and a sense of loss by loyal customers.

Copy Examples

• •Since 1984, Wardrobe Costume has been Cambridge's home for imagination. As we prepare to close our doors in 2025, we invite you to celebrate one last time. Come in and find the perfect outfit for your next event and share a memory with us.
• •Some styles are timeless. ✨ After 40 years of collecting treasures, we have looks for every era. This 1920s original is ready for one last dance. Who's taking it? #WardrobeCostume #CambridgeUK #VintageCostume #FancyDress #1920sFashion
• •From Willy Wonka to the White Witch, our rails are full of stories waiting to be worn. Pop into the shop before the rush! This will be our last World Book Day before we close, so let's make it memorable for the little ones. #WorldBookDay #CambridgeParents #CostumeHire
• •A Piece of Wardrobe History: Our Final Costume Sale Begins. Thank you for 40 years of memories. As we say goodbye, we're giving you a chance to own a piece of our collection. Shop our farewell sale now.
• •Every costume on these rails holds a story. A party, a play, a first prize. Thank you for making us a part of your story for 40 years. - The Wardrobe Costume Team