Brand Tone

Positive, Ethical, and Approachable. It blends youthful enthusiasm for sustainable style with a mature, trustworthy commitment to social good.

Brand Values

• •Sustainability/Eco-responsibility: Central to their identity, promoting second-hand to reduce fashion waste.
• •Ethical Consumption: Encouraging a more conscious way of shopping.
• •Style & Quality: Offering curated, fashionable, and good-quality second-hand items.
• •Accessibility/Affordability: Providing stylish options at reasonable prices.
• •Second Life for Garments: Believing every garment has unique potential.
• •Social Solidarity & Inclusion (especially for the Emmaüs-linked entity): Fighting social exclusion by providing employment opportunities.
• •Community: Building a community around shared values of sustainable fashion and social good.
• •Uniqueness/Originality: Helping customers find unique pieces.

Best Practices

• •Always Link Style with Substance: Continuously weave together the appeal of fashion/style with the brand's core values of sustainability and ethical sourcing/social impact. Don't let one overshadow the other for too long.
• •Use Inclusive and Positive Language: Employ words that are welcoming, optimistic, and empowering. Avoid jargon or overly technical environmental terms unless clearly explained. Focus on the positive impact of choosing second-hand.
• •Embrace Storytelling: Share the stories behind the clothes (if known and appropriate), the impact of purchases (especially for the Emmaüs connection – e.g., "your purchase helps..."), or the journey of the brand itself. This builds connection and reinforces values.
• •Be Authentic and Transparent: If addressing challenges (like sizing for diverse brands), do so openly and helpfully. Authenticity builds trust. Let the passion of the founders/team shine through.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy is reflected in the visual branding across all platforms (website, social media). Bright, hopeful, stylish visuals should accompany upbeat, conscious copy. User-generated content can also be leveraged to echo this authentic, community-focused tone.

Social Perception

Customers generally perceive Fripattitude (especially the Emmaüs-linked stores) very positively due to its dual mission of providing affordable second-hand goods and supporting social causes like employment integration. Seen as a place to find quality items, sometimes vintage, at good prices. The connection to Emmaüs lends significant credibility and trust. Increasingly seen as a smart and stylish way to shop sustainably, especially among younger, environmentally conscious consumers. Physical stores are often described as convivial spaces. Some online shoppers have noted occasional inconsistencies in sizing descriptions.

Copy Examples

• •Headline: "Style That Speaks Volumes. Ethics That Shout Louder. ✨" Body: "Dive into Fripattitude! Discover unique, pre-loved pieces that tell a story and help us write a new one for our planet and community. Your next favorite outfit is waiting – guilt-free. #FripAttitude #SustainableStyle"
• •Headline: "Second Hand, First Choice! 💃🌍" Body: "Why choose between looking good and doing good? At Fripattitude, every find is a win for your wardrobe and a step towards a more conscious world. Explore our latest arrivals and wear the change! #EcoFashion #ThriftLove"
• •Headline: "Unlock Your Unique. Sustainably. 🗝️" Body: "Tired of fast fashion sameness? Fripattitude offers a curated collection of timeless and trendy second-hand treasures. Express yourself with pieces as original as you are, all while supporting a kinder way to shop. #VintageVibes #ConsciousConsumer"
• •Headline: "More Than Just Clothes. It's a Movement. 💖" Body: "Join the Fripattitude family! We're not just selling clothes; we're building a community passionate about style, sustainability, and solidarity. Find pieces you'll love and be part of something bigger. #FashionRevolution #ShopEthical"
• •Headline: "Your Wardrobe Refresh Just Got Greener (and Cooler!) ♻️😎" Body: "Give your style an eco-chic upgrade with Fripattitude. From vintage gems to modern must-haves, discover fashion that feels good, looks amazing, and doesn't cost the Earth. Happy thrifting! #SecondHandStyle #FripFinds"