Brand Tone

aspirational, elegant, and empowering. It is also approachable and focused on quality.

Brand Values

• •Style & Elegance: Providing fashionable clothing that embodies both current trends and timeless sophistication.
• •Quality: A commitment to "high-quality materials" and "meticulously selected" items, ensuring durability and a premium feel.
• •Empowerment & Confidence: Helping women feel confident and beautiful by enabling self-expression through their clothing choices.
• •Comfort: Ensuring that looking stylish does not come at the expense of comfort, with an emphasis on "perfect fit" and "comfortable" fabrics.
• •Customer Experience: Dedication to providing an "exceptional shopping experience," making customers feel "valued and inspired."

Best Practices

• •Develop a Brand Voice Guide: Create a document that clearly defines the brand's tone (aspirational, elegant, empowering), key messaging points, preferred vocabulary (e.g., "chic," "empower," "timeless," "quality," "embrace") and words to avoid. Share this with anyone creating content.
• •Focus on "Her": Always write with the target customer in mind. Use "you" and "your" to speak directly to her aspirations, needs, and how the clothing will make her feel (e.g., "empower *you*," "*your* unique personality," "help *you* feel confident").
• •Highlight Benefits, Not Just Features: Instead of just saying "high-quality fabric," explain the benefit: "Crafted from sumptuously soft fabric that drapes beautifully, ensuring you feel as good as you look, all day long." This connects quality to the feeling of elegance and comfort.
• •Weave in Values Consistently: Ensure that the core values (style, quality, empowerment, comfort, customer experience) are subtly or explicitly reflected across all communications – from product descriptions and email newsletters to any potential social media posts or customer service interactions.
• •Review and Refine: Regularly review all copy to ensure it aligns with the established tone and values. Read it aloud to catch awkward phrasing or tones that might deviate. Solicit feedback if possible to see if the intended message is being received.

Social Perception

The brand aims to be perceived as a go-to destination for women seeking stylish, high-quality, and comfortable clothing that makes them feel good about themselves. It wants to be seen as a brand that understands women's desire for both trendiness and timelessness.

Copy Examples

• •Yara Clothing NZ: Where style meets soul. Discover fashion that empowers you to shine, inside and out.
• •Introducing the 'Seraphina' Midi Dress – an ode to effortless elegance. Crafted from luxurious, breathable linen, its flowing silhouette and delicate detailing empower you to move with grace and confidence. More than a dress, it’s a feeling.
• •Elegance Redefined: Unveil Your Radiance with Our New Collection.
• •At Yara, we believe your wardrobe should be a celebration of you. We meticulously curate timeless pieces and contemporary chic, all designed with quality and comfort to help you embrace your unique inner beauty every day.
• •Feel the confidence of a perfectly curated outfit. Explore Yara Clothing NZ for timeless styles and quality craftsmanship that inspire you to live beautifully. Shop now and embrace your elegance.