Brand Tone

Inclusive and Body-Positive, Supportive and Encouraging, Practical and Solution-Oriented, Friendly and Approachable, Quality-Focused and Honest

Brand Values

• •Inclusivity & Body Positivity: "Dedicated to providing high quality performance leggings to women of all shapes and sizes for all activities." "We believe that everyone should feel confident and beautiful in their clothes."
• •Comfort & Quality: Products are designed to be "comfortable, durable, and stylish." Emphasis on high-quality fabric and construction.
• •Versatility & Practicality: Leggings designed for multiple activities beyond just riding. Features like phone pockets and easy care are highlighted.
• •Authenticity: "We do not use professional models in our marketing." Family-run business identity.
• •Sustainability: "We are not a fast fashion brand, Flexars are built to last, encouraging you to buy less." Use of eco-friendly packaging.

Best Practices

• •Embrace Inclusivity in Language and Imagery: Always speak to "all shapes and sizes." Use empowering language that promotes confidence and body positivity. Ensure visuals consistently reflect this diversity, avoiding reliance on traditional model types.
• •Prioritize Comfort and Practical Benefits: Clearly articulate how the design and fabric contribute to comfort, durability, and ease of wear (e.g., "super-high flat waistband that doesn't dig in," "fully breathable fabric," "handy phone pocket").
• •Maintain a Friendly, Approachable Voice: Write as if you're talking to a knowledgeable friend in the equestrian community. Keep the tone warm, genuine, and helpful, reflecting the brand's family-run roots.
• •Be Authentic and Transparent: Don’t over-promise. Be honest about what the product offers (and doesn't). Highlight the quality of materials and the "built-to-last" ethos, reinforcing the value proposition.
• •Show, Don't Just Tell, the Versatility: Use examples and storytelling to illustrate how Flexars fit into various aspects of a customer's life – from riding to everyday wear, reinforcing their practicality and value beyond a single use case. Encourage user-generated content that showcases this versatility.

Social Perception

Highly Regarded for Comfort and Fit, Seen as High Quality, Good Value Despite Price, Appreciated for Inclusivity, Versatile Wardrobe Staple, Trusted Brand

Copy Examples

• •Headline: Ride Confidently, Live Comfortably. Flexars: For Every Rider, Every Body, Every Day. Body: Stop choosing between comfort and style. Our family-designed riding leggings embrace your shape, support your every move, and last through countless adventures in and out of the saddle. Feel the Flexars difference – designed by riders, for life. #FlexarsFamily
• •Social Media Post (Image: Diverse group of women happily wearing Flexars): Real riders. Real comfort. Real confidence. At Flexars, we celebrate every shape and size. Our super-soft, high-waisted leggings are crafted to make you feel amazing, whether you're perfecting your dressage, mucking out, or just enjoying your day. No digging, no slipping, just pure, lasting comfort. What will you conquer in your Flexars today?
• •Product Description Snippet (for Original Flexars): Engineered for a life in motion, our Original Flexars are more than just riding leggings. They're your go-to for unparalleled comfort and a fit that truly flatters. Made with our signature supportive, breathable fabric and that famous stay-put waistband, they’re built to last, wash after wash. From the stable to the street, experience the freedom of Flexars.
• •Email Subject Line: Finally! Riding Wear That Gets *You*. Email Body Snippet: Tired of riding wear that doesn’t understand your body or your busy life? We get it. Flexars was born from a desire for something better – leggings that are incredibly comfortable, supremely flattering for all figures, and tough enough for whatever your day holds. Discover your perfect pair and feel the confidence that comes with true comfort.
• •Short Ad Copy: Flexars: Love the Fit, Live the Comfort. Designed in the UK for real women. Our riding and leisure wear moves with you, supports you, and lets your confidence shine. Durable, versatile, and oh-so-comfortable. Find your perfect fit today.