Brand Tone

approachable, friendly, and genuine

Brand Values

• •Comfort and Style
• •Ethical Sourcing
• •Personal Curation
• •Community
• •Timelessness

Best Practices

• •Maintain a Friendly, Relatable Voice: Always write as if you are talking to a friend. Use warm, inviting language and avoid overly formal or technical jargon.
• •Lead with the "Comfort & Style" Benefit: In every product description and post, connect the item back to the core brand promise of being both comfortable and stylish.
• •Tell the Story: Regularly weave the brand's origin story and the founders' personal involvement into communications. This reinforces authenticity and builds community.
• •Emphasize Ethical Choices: When applicable, highlight that pieces are "ethically sourced" or "personally selected." This reinforces brand values and appeals to conscious consumers.
• •Encourage Interaction: End posts and emails with a call to engage, such as "DM us with questions" or "Let us know what you think!" to maintain the brand's approachable, community-focused feel.

Social Perception

Wardrobe No. 9 is perceived as a friendly, local-feeling online boutique rather than a large, impersonal corporation. Customers likely see it as a trustworthy source for stylish yet practical everyday wear. The emphasis on ethical sourcing appeals to a conscious consumer base. The brand's narrative of being founded by two friends makes it relatable and builds a foundation of trust and authenticity with its audience.

Copy Examples

• •That feeling when style and comfort finally meet. Our new collection, personally chosen by us for you, is here! Mix, match, and layer these pieces with your favorite wardrobe staples. DM us if you have any questions! #WardrobeNo9 #ComfortablyStylish
• •We're just two friends who believe you should never have to choose between looking good and feeling comfortable. That's why we created Wardrobe No. 9 a curated collection of stylish, wearable, and ethically-sourced pieces we love and know you will too.
• •Your new go-to for chilly mornings and cozy evenings. Made from the softest materials and designed for a relaxed fit, this sweater is perfect for everything from the school run to a weekend brunch. Effortless style, guaranteed.
• •Looks you'll love, comfort you'll live in.
• •Tired of complicated trends? At Wardrobe No. 9, we focus on timeless, comfortable style for your real life. Discover our new arrivals and find pieces you ll reach for again and again. #ShopLocal #EthicalFashion