Tono de Marca

Empathetic, Stylish, and Relatable

Valores de Marca

• •Empowerment: To empower women and cultivate confidence through expressive and functional dressing, especially during motherhood.
• •Timeless Style & Quality: To create classic, timeless fashion pieces that are not trend-focused, prioritizing high quality and longevity.
• •Functionality: To design apparel that is practical for pregnancy, nursing, and beyond, blending style with ease of wear.
• •Social Responsibility/Giving Back: Committed to social justice by donating to women in need, specifically Women's Community Shelters.
• •Sustainability: Acknowledging the importance of sustainability and actively incorporating natural and recycled fibers in their creations.

Mejores Prácticas

• •Know Your Audience Deeply: Understand the daily challenges, joys, and aspirations of mothers. Use language that resonates with their experiences and makes them feel seen and understood.
• •Emphasize "With You, Not Just For You": Frame copy to show partnership and support through the journey of motherhood, rather than just selling a product. Highlight how the clothes facilitate their lives and make them feel good.
• •Balance Style with Practicality: Always connect the stylish aspects of the clothing back to its functional benefits for pregnancy, nursing, or busy mom life. Showcase how Apéro Label helps them navigate motherhood without losing their sense of self or style.
• •Use Authentic & Relatable Language: Avoid overly technical jargon or overly aspirational language that might feel out of reach. Incorporate everyday scenarios and a friendly, approachable voice. User-generated content and testimonials can be great inspiration for this.
• •Be Consistent Across All Channels: Ensure the empathetic, stylish, and relatable tone is present in website copy, product descriptions, social media posts, email marketing, and customer service interactions for a cohesive brand experience.

Percepción Social

Customers generally perceive Apéro Label as a brand that offers stylish, comfortable, and high-quality clothing, particularly for maternity and breastfeeding. They are seen as a brand that understands the needs of modern mothers and provides fashionable solutions. The brand's commitment to giving back is also a positively perceived aspect. There are some concerns regarding the longevity of some items after washing and the cost associated with returns. The brand is recognized for its French-inspired aesthetic and simple elegance.

Ejemplos de Copy

• •Instagram Post (Image: Mom comfortably breastfeeding in an Apéro top while out at a cafe): "Coffee dates and cozy feeds. Our [Product Name] top makes breastfeeding on the go a breeze, because motherhood is an adventure meant to be enjoyed in style (and comfort!). ✨ #AperoMotherhood #BreastfeedingFriendly #StylishMums"
• •Facebook Ad (Carousel showing different ways to style a maternity dress - with sneakers, dressed up with heels, layered with a jacket): "Your bump is beautiful, and your style doesn't have to take a backseat! Discover the versatile [Dress Name] dress – designed to flatter your changing body and adapt to every occasion. From casual days to special nights out, feel confident and chic through every trimester and beyond. Shop now and embrace your glow! #AperoLabel #MaternityStyle #BumpFriendlyFashion"
• •TikTok Video (Short, upbeat video of a mom quickly getting ready, putting on an Apéro outfit and looking instantly put-together): "5 minutes to feel human again? Challenge accepted. 😉 Our [Outfit Name] set is your new mom uniform for looking good and feeling comfy, even when you're running on coffee and cuddles. #MomLifeHack #StylishMama #AperoLabel #GettingReady"
• •Website Product Description (for a nursing-friendly jumper): "Meet your new best friend for cooler days and cozy moments. The [Jumper Name] is more than just a chic knit; it's thoughtfully designed with discreet nursing access, so you can nourish your little one without compromising on warmth or style. Crafted from the softest [Fabric Type], it's a piece you'll live in, long after your breastfeeding journey. Because you deserve to feel amazing, every step of the way."
• •Email Newsletter Subject Line: "You've Got This, Mama (and We've Got Your Wardrobe Sorted!)" * Body Snippet: "Hey [Customer Name], We know that juggling motherhood is a beautiful whirlwind. That's why we design clothes that work as hard as you do – effortlessly stylish, incredibly comfortable, and ready for whatever your day holds. Discover our new arrivals, designed to make you feel confident and amazing, from bump to beyond."