Brand Tone

Friendly and Approachable, Enthusiastic and Passionate, Helpful and Informative, Community-Oriented, Slightly Playful/Trendy, Empowering

Brand Values

• •Sustainability
• •Convenience
• •Quality
• •Transparency
• •Accessibility
• •Community
• •Ethical Practices

Best Practices

• •Embrace "We" and "You": Foster a sense of community and direct connection by frequently using inclusive pronouns. Talk *with* your audience, not *at* them.
• •Highlight the "Why": Always tie back to the core values of sustainability and convenience. Explain *why* secondhand is a great choice (for their wallet, their style, and the planet).
• •Keep it Positive and Upbeat: Even when discussing serious issues like fashion waste, frame the message around positive action and solutions SwapUp offers. Use enthusiastic and encouraging language.
• •Use Relatable, Everyday Language: Avoid overly formal or technical jargon. Keep the tone conversational and accessible, as if talking to a friend who loves fashion and is environmentally aware. Phrases like "good ol' fashion shopping experience" or "hate spending houuurs" resonate well.
• •Encourage Interaction and UGC: Actively invite your audience to share their experiences, photos, and opinions. This reinforces the community aspect and provides authentic content that aligns with the brand's friendly and approachable nature.

Social Perception

Trusted & Reliable, Convenient Solution, Eco-Conscious Choice, Good Quality Finds, Making a Difference, Growing & Popular

Copy Examples

• •Headline: Tired of the Fast Fashion Treadmill? SwapUp to Stylish, Sustainable Finds! Body: Give your wardrobe (and the planet!) a refresh. Discover thousands of quality, pre-loved pieces from brands you love, all at prices that feel good. Let's make secondhand the first choice, together! #SwapUpStyle #SustainableFashionAustralia
• •Headline: Declutter & Earn? Yes, Please! Selling Your Clothes Just Got a Whole Lot Easier. Body: Got gorgeous outfits gathering dust? Send them our way with a SwapUp Kit! We handle the pics, the listings, the shipping – you just get paid when they sell. It’s that simple to give your clothes a new life (and make some cash!). ✨ #SellWithSwapUp #CircularFashion #AussieThrift
• •Headline: New Arrivals Just Dropped! Your Next Favourite Outfit is Waiting. Body: Hundreds of fresh, quality-checked styles have just landed at SwapUp. From everyday essentials to unique weekend wear, find your next treasure and join the movement towards conscious style. Happy thrifting! 🛍️ #ShopSecondhand #SwapUpFinds #OnlineThriftStoreAU
• •Headline: Why Secondhand? Because Your Style Shouldn't Cost the Earth. Body: Choosing pre-loved with SwapUp means saving water, reducing emissions, and keeping beautiful clothes out of landfill. Look amazing, feel amazing, and do amazing things for our planet. Join our community of conscious shoppers today! ♻️ #MakeSecondhandMainstream #EcoFashion #SwapUpValues
• •Headline: Found a Gem on SwapUp? Share Your #SwapUpSisterhood Style! Body: We LOVE seeing how you rock your secondhand scores! Tag us @swapup.com.au and use #SwapUpSisterhood for a chance to be featured. Let’s inspire more Aussies to embrace the joy of thrifting! 👯‍♀️ #CommunityLove #ThriftedFashion #PrelovedProud