Brand Tone

Empathetic, Empowering, and Trendy

Brand Values

• •Inclusivity & Empowerment
• •Style without Compromise
• •Quality Craftsmanship
• •Authenticity

Best Practices

• •Lead with the "Why": Always circle back to the founder's story and the brand's mission. The "why" (empowering women who have been ignored by fashion) is your biggest differentiator. Use phrases like "We get it," "Founded on a feeling," or "No more compromises."
• •Balance Empathy with Empowerment: Acknowledge the "struggle" and frustration of finding wide-fit shoes, but quickly pivot to the empowering solution Widerry offers. The tone should be understanding, not complaining.
• •Use the Language of Your Community: Adopt the conversational, trend-aware language seen on TikTok. Use popular slang, ask questions to drive engagement, and incorporate hashtags that your target audience is already using (e.g., #widefeetstruggles, #plussizefashion, #curvyfashion).
• •Reinforce Quality Cues: Consistently mention "Designed in London, Crafted in Spain" and details like "calf leather insole" or "extra cushioning." This helps build a perception of quality that can counteract negative reviews and justify the price point.
• •Be Transparent and Proactive in Addressing Concerns: Given the negative feedback on customer service and quality, use copywriting to build trust. For example, create content around your returns policy to make it clearer, or write blog posts about your Spanish factory and craftsmanship to reinforce quality. Acknowledging and addressing issues head-on will show you are listening and build more credibility than ignoring them.

Social Perception

Widerry is perceived as a necessary and welcome solution to a long-standing problem in the fashion industry. Positively, customers are excited about the stylish designs and feel understood by the brand. Negatively, concerns about customer service, difficult returns, and product durability hamper trust.

Copy Examples

• •Stop settling. For years, finding shoes that were both chic and wide enough felt impossible. We changed that. Designed in London, crafted for you. Walk with confidence. #Widerry #StyleWithoutCompromise
• •POV: You finally found heels for your wide feet that are ACTUALLY cute AND comfortable. 😭✨ #widefeetproblems #widefitheels #fashionhacks #shoelover
• •Fashion-Forward Footwear for Wide Feet. Because you should never have to choose between style and comfort. Discover our new collection.
• •Tired of the endless, frustrating search? We see you. Our founder, Lorraine, created Widerry because she lived it too. Every pair of our shoes is a promise: you deserve to feel beautiful and empowered, one step at a time.
• •Meet the Gloria Mule. A 90's inspired design that brings the glamour, with a fit that brings the comfort. With extra cushioning and a carefully designed wide fit, this is the heel you'll actually want to wear all night. Step out and stand tall —you deserve it.