Brand Tone

Aspirational & Trendy (Online Marketing) / Value-Oriented & Promotional (Core Offering) / Inconsistent (Customer Service)

Brand Values

• •Affordability
• •Trend-Led
• •Accessibility
• •Value for Money

Best Practices

• •Define Your Voice Clearly: Is it playful and young? Sophisticated and value-conscious? Or a mix? Document this and ensure all writers understand it. (Select's historical voice seemed to aim for trendy and value-driven).
• •Know Your Audience: Write for your target customer. Use language, references, and channels they connect with. (Select targeted 18-45 year olds, with a focus on the younger end for trend-led items).
• •Be Authentic and Transparent: Especially crucial if facing challenges. If prices are low due to certain production choices (that are ethical), explain it. Don’t overpromise on quality if it’s not a luxury item. (Recent events show a major failure in transparency regarding financial stability and employee welfare).
• •Consistency Across All Channels: The tone on TikTok should align with emails, website copy, and even in-store signage (if applicable). This builds brand recognition and trust. (Select showed some consistency in promotional language across its active channels like TikTok and the website).
• •Listen and Adapt (But Stay True to Core Values): Monitor customer feedback and social conversations. While it's good to adapt to how your audience speaks, don't let a negative spiral (like that seen in some reviews and recent news) entirely dictate a panicked, inconsistent tone. Stick to your defined values and voice, addressing issues transparently. (Select’s current situation is extreme, but generally, brands should use feedback to refine messaging positively).

Social Perception

Mixed to Negative (Customer View) / Negative (Employee View - recent) / Struggling Retailer (Industry View)

Copy Examples

• •Headline: TikTok Fave Alert! ✨ Your Next Viral Look is Here. Body: obsessed with the latest trends but not the price tag? Select Fashion brings you runway-inspired pieces that are selfie-ready and budget-approved. Shop the drop! #SlayInSelect #AffordableGlam
• •Headline: New Season, New You – Without Breaking the Bank! Body: Refresh your wardrobe with hundreds of new styles just landed. From cosy knits to statement dresses, find your perfect autumn look for less. Plus, get an extra 10% off your first order! #SelectStyle #FashionForLess
• •Headline: Weekend Vibes Loading... 🛍️ Body: Plans or no plans, a new outfit always sparks joy! Discover feel-good fashion that’s as comfortable as it is chic. Great style, even greater prices. #SelectWeekend #TreatYourself
• •Headline: Student Style? Sorted! 📚 Body: Ace your campus look with our student-friendly prices. Trendy, comfy, and totally affordable – get the best of all worlds. Show your student ID for an exclusive discount! #StudentFashion #SelectUniStyle
• •Headline: Don't Just Follow Trends, SET Them. 🔥 Body: Be the first to rock the hottest looks of the season. At Select Fashion, you get the styles you crave at prices you’ll love. What are you waiting for? #TrendSetter #SelectFashionFinds