Brand Tone

approachable, supportive, and empowering. It's also informative and relatable, acknowledging common frustrations women face with clothing. There's an undercurrent of thoughtful curation and a desire to simplify style.

Brand Values

• •Empowerment: Helping women feel confident in their own skin and in what they wear.
• •Inclusivity: Catering to women of all shapes and sizes.
• •Authenticity/Effortless Style: Providing "intentional edits for effortless style" that are "classic, cool, comfortable." Focus on "dress the body you have, for the season you're in."
• •Intentionality/Mindful Consumption: Encouraging a more thoughtful approach to building a wardrobe, moving away from impulsive fast fashion habits towards pieces that offer versatility and longevity. The brand was "Born out of a time when the world was forced to slow down. Life got simple, we had the opportunity to be intentional, and time to evaluate."
• •Quality & Fit: Emphasizing the importance of fit over size and taking care to measure items to guide customers. Offering "cohesive style to elevate your everyday."
• •Community: Fostering a supportive community, as seen with their Facebook group engagement.
• •Progress over Perfection: Acknowledged in their "Why We're Here" manifesto.

Best Practices

• •Embrace Empathy: Always write from a place of understanding the customer's needs, frustrations, and aspirations regarding their wardrobe. Use language that shows you "get it."
• •Focus on Empowerment, Not Just Fashion: Frame clothing choices as tools for confidence and self-expression, rather than just following trends. Highlight how the clothes help her *feel*.
• •Keep it Approachable and Authentic: Avoid overly technical jargon or high-fashion exclusivity. Use a conversational, friendly, and genuine voice that feels like advice from a trusted friend.
• •Highlight Solutions and Simplicity: Emphasize how Good Morrow Co. simplifies the process of finding great clothes and building a cohesive wardrobe. Focus on "effortless," "easy," and "intentional."
• •Be Consistent Across All Channels: Ensure the supportive, empowering, and informative tone is present in website copy, product descriptions, social media posts, email marketing, and customer service interactions. Create a simple tone-of-voice guide for anyone creating content.

Social Perception

trustworthy and customer-focused boutique that offers stylish, comfortable, and good-quality clothing. They are seen as a brand that understands women's struggles with finding clothes that fit well and make them feel good. The positive reviews highlight satisfaction with the products and the shopping experience. The brand's effort to provide detailed sizing information is valued.

Copy Examples

• •Instagram Post Caption: "Stop the 'closet full of clothes, nothing to wear' cycle. ✨ Our latest collection is curated for that effortless, 'grab-and-go-gorgeous' feeling. Because you deserve to feel amazing, every single day. #GoodMorrowStyle #EffortlessChic #ShopIntentionally"
• •Email Subject Line: "Your Confidence Boost is Here (+ New Arrivals You'll Love!)" Email Body Snippet: "At Good Morrow Co., we believe style should be simple and empowering. Discover pieces designed to fit *you* (not the other way around!) and make you feel ready to take on the world. Dress for the incredible woman you are. [Link to New Arrivals]"
• •Website Banner: "Classic. Cool. Comfortable. Clothing curated to celebrate you. Find your perfect fit and rediscover the joy of getting dressed. [Shop Now]"
• •Facebook Ad Copy: "Tired of trends that don't last or fit? We get it. Good Morrow Co. offers timeless style and intentional pieces for women of all shapes and sizes. Build a wardrobe you love, piece by perfect piece. Learn more about our mission to make style effortless. [Link to 'Why We're Here' page]"
• •Product Description Snippet (for a versatile dress): "Meet your new everyday hero. This dress isn't just beautiful; it's your secret weapon for feeling instantly put-together. Soft, flattering, and oh-so-versatile – dress it up for date night or keep it casual for weekend errands. Because great style should feel this easy. (P.S. We’ve measured this beauty carefully – check our size guide to find your perfect fit!)"