Brand Tone

Trendy and Fashion-Forward, Confident and Bold, Aspirational yet Accessible, Energetic and Youthful, Curated and Authoritative

Brand Values

• •Authenticity
• •Quality
• •Customer Experience
• •Fashion Curation & Style Leadership
• •Innovation
• •Omnichannel Presence

Best Practices

• •Stay Confident & Declarative: Use strong verbs and assertive language. Avoid hesitant or overly passive phrasing. (e.g., "Shop the full collection" instead of "You might like to browse our collection").
• •Embrace Streetwear & Fashion Vernacular (Authentically): Incorporate current, relevant slang and fashion terminology naturally where appropriate, especially on platforms like TikTok and Instagram (e.g., "cop," "drop," "fire," "it sneaker"). However, ensure it aligns with the premium nature of the brands.
• •Highlight Exclusivity & Curation: Emphasize the "curated" nature of their collections and the unique blend of international and local brands. Use words like "expertly selected," "unique finds," "handpicked."
• •Keep it Energetic & Action-Oriented: Use calls to action that inspire immediacy (e.g., "Shop Now," "Link in Bio," "Don't Miss Out"). Keep sentences relatively short and impactful, particularly for social media.
• •Balance Aspiration with Accessibility: While showcasing premium products, ensure the overall tone remains welcoming. Mentioning flexible payment options, sales, and excellent customer support can make the high-end brands feel more approachable.

Social Perception

Trusted Retailer, Fashion Destination, Modern and Up-to-Date, Premium but Attainable, Good Service

Copy Examples

• •Instagram Post (New Sneaker Drop): Game recognize game. The new [Brand Name] [Sneaker Model] just hit Subwear. Don't just follow trends, set them. Shop the drop – link in bio. #Subwear #[BrandName] #Sneakerhead #StreetStyle #NewArrival
• •TikTok Video Caption (Outfit Transition): From zero to hero. ⚡️ Cop this full look from Diesel, G-Star & Replay at Subwear and own your city. #Subwear #OOTD #Transformation #StreetwearFashion #Diesel #GStarRAW #Replay #SouthAfricaFashion
• •Website Banner (Seasonal Sale): LEVEL UP YOUR LOOK. Subwear's Mid-Season Sale is ON. Up to 30% off the brands you crave – Diesel, G-Star RAW, SPCC & more. Authentic style, unbeatable prices. Shop Now. Don't sleep on this. [Shop Now Button]
• •Facebook Ad (Targeting New Customers): Tired of the same old? Subwear curates fashion that speaks volumes. Discover authentic Diesel, G-Star RAW, Replay, and the freshest local designs. Express delivery & easy returns. Find your signature style at Subwear.co.za. #Subwear #CuratedFashion #AuthenticBrands #ShopOnlineSA
• •Email Newsletter Subject Line (Exclusive Preview): FIRST LOOK: The Subwear AW'25 Collection is Calling. Be Bold. *(Body Snippet):* This isn't just clothing, it's a statement. Get exclusive early access to our handpicked Autumn/Winter '25 collection. Think premium denim, essential layers, and the sneakers everyone will be talking about. Shop the future of your wardrobe.