Brand Tone

Enthusiastic and Positive, Community-focused and Inclusive, Purpose-driven and Hopeful, Approachable and Down-to-earth, Slightly Activist/Challenging the Norm

Brand Values

• •Sustainability
• •Circularity
• •Community
• •Positive Impact
• •Accessibility/Affordability
• •Fun and Joy
• •Conscious Consumption

Best Practices

• •Always Emphasize Sustainability and Circularity: Every piece of copy should, where appropriate, tie back to the core mission of reducing waste and promoting a circular economy.
• •Use Positive, Hopeful, and Inclusive Language: Focus on the "feel good" aspect, the joy of discovery, and the collective impact of the community.
• •Keep it Action-Oriented and Engaging: Use verbs that encourage participation (Swap, Join, Discover, Give, Get) and questions to engage the audience.
• •Be Transparent and Educational: Clearly explain how the swapping process works and the impact it has (e.g., water saved, CO2 reduced).
• •Maintain a Conversational and Approachable Voice: Avoid overly technical jargon. Speak to the audience as part of a shared community with shared values. Relate to the common problem of unworn clothes and offer a positive solution.

Social Perception

The Swapshop is perceived as an innovative and sustainable alternative to traditional retail. Customers and the public seem to appreciate the environmental benefits and the unique shopping experience. They are seen as a key player in the circular fashion movement in the Netherlands. Collaborations with organizations like BlueCity for events like "F*ck Black Friday" further solidify their image as a brand that actively challenges fast fashion and promotes conscious consumption. The concept of receiving "Swaps" (points) for clothes and using them for discounts is generally well-understood and positively received as a fair exchange system.

Copy Examples

• •Headline: Your Old Faves Get New Lives. Feel Good Fashion Starts Here. Body: Tired of textile waste? So are we. Bring in your pre-loved clothes to The Swapshop, earn Swaps, and discover unique treasures to refresh your style. It's fashion that's kind to your wallet and the planet!
• •Headline: Swap, Don't Shop! Join the Circular Fashion Revolution. Body: Every swap makes a difference. Reduce your carbon footprint, save water, and find amazing pieces that tell a story. Become part of The Swapshop community and let's make sustainable style the new norm. Get 10 Swaps free when you register!
• •Headline: High Hopes & Full Wardrobes (the Sustainable Way!). Body: We believe fashion should be fun, expressive, and guilt-free. At The Swapshop, you give clothes a second chance and find your next beloved item. Plus, we're working to recycle even non-swappable textiles into cool new products like 'The Puffer'!
• •Headline: Unleash Your Wardrobe's Potential. Give & Get Great Style. Body: Got clothes you don't wear? Turn them into Swaps! Our collection changes daily, offering endless possibilities to find unique, affordable, and personal styles. Let's keep good clothes in circulation and out of landfills.
• •Headline: More Than a Shop, It's a Movement. #SwapToDate Body: Join us in making a real impact. Swapping clothes at The Swapshop isn't just about finding a new outfit; it's about building a community dedicated to positive change and circular living. What will you swap today?