Brand Tone

Empowering & Confident, Stylish & Elegant, Practical & Solution-Oriented, Conscious & Responsible, Approachable & Relatable

Brand Values

• •Sustainability
• •Innovation
• •Versatility & Functionality
• •Empowerment
• •Quality & Timeless Style
• •Ethical Production
• •Customer-Centricity

Best Practices

• •Always Emphasize Versatility & Empowerment: Every piece of copy should subtly or overtly highlight how the clothing helps women navigate their busy lives with style and confidence. Use words like "effortless," "versatile," "empower," "confident," "polished."
• •Weave in Sustainability Naturally: Don't just state "we are sustainable." Explain *how* (e.g., "crafted with sustainable fabrics," "ethically made in New York," "designed to last, not to be replaced each season"). This reinforces the value without being preachy.
• •Speak to the "Busy Woman" Directly: Use language that resonates with her challenges and aspirations (e.g., "simplify your routine," "for your non-stop schedule," "feel put-together even on the go"). Acknowledge her multifaceted life.
• •Maintain an Elegant yet Approachable Voice: The tone should be sophisticated but not intimidating. The founder's story is a good example of this – it's relatable and addresses a real-world frustration with an elegant solution.
• •Incorporate the NYC Identity: Subtly link the brand's ethos to the energy and style of New York City. This could be through imagery, or phrases like "designed with a New York pace in mind," or "city-inspired versatility."

Social Perception

Positive customer feedback highlighting flattering fit, versatility, and 'sexy feminine feel'. Strong association with New York identity, evoking style, quality, and a fast-paced, 'can-do' attitude.

Copy Examples

• •Headline: Your Day, Uncomplicated. Your Style, Elevated. Body: From school runs to strategy meetings, and spin class to social hour, WHEN & WHERE moves with you. Effortless, sustainable athleisure designed in NYC for your beautifully busy life. #LiveinWW
• •Headline: Ethically Crafted in NYC. Designed for Everywhere. Body: We believe in fashion that feels good, and does good. Our versatile athleisure is sustainably made to empower your every move. Discover pieces that work as hard as you do.
• •Headline: The End of "What to Wear?" Body: Simplify your mornings and elevate your entire day. WHEN & WHERE offers chic, multi-tasking essentials that take you from workout to boardroom, seamlessly. Feel polished, feel powerful.
• •Headline: Sustainable Style That Keeps Up. Body: For the woman juggling it all, our innovative athleisure is your secret weapon. Look amazing, feel comfortable, and make a conscious choice. That's the WHEN & WHERE promise.
• •Headline: Dress Once. Conquer All Day. Body: Inspired by the dynamic pace of NYC, our collection is built for versatility without compromising on elegance. Smart, sustainable pieces for your non-stop life.