Tono de Marca

Empathetic & Compassionate, Purpose-Driven & Activist, Hopeful & Positive, Direct & Transparent

Valores de Marca

• •Social Responsibility
• •Sustainability & Waste Reduction
• •Ethical Consumption
• •Value (for the consumer)
• •Transparency

Mejores Prácticas

• •Lead with the "Why": Always connect the product back to the core mission. Whether it's supporting workers or reducing waste, this purpose should be evident. Lost Stock's initial strong messaging focused on the humanitarian and environmental crisis.
• •Be Honest and Transparent, Especially About Challenges: While Lost Stock aimed for transparency in its pricing, acknowledging potential downsides of a "mystery box" (like items not perfectly matching style) upfront can build more trust than facing backlash later. If there are issues with quality or selection, address them proactively and explain the context if possible (e.g., the nature of cancelled stock).
• •Balance Urgency with Hope: Convey the seriousness of the problem (e.g., workers' plight, landfill waste) but always offer a clear, hopeful path to a solution through consumer action. Lost Stock effectively communicated the crisis and positioned their boxes as a way to help.
• •Use Empathetic Language: Focus on the human element. Talk about "families," "workers," and "communities" being supported, not just abstract concepts. Highlight real stories or impacts where possible (as Lost Stock did with SAJIDA Foundation reports).
• •Maintain Consistency Across All Channels: Ensure the tone and core messages are the same on the website, social media, email communications, and any press outreach. While the message might be adapted for the platform, the fundamental values and tone should remain unwavering to build a strong, recognizable brand identity. Review customer feedback and media mentions to understand how the tone is being perceived and adjust if it's misaligning with the intended brand voice.

Percepción Social

Initially Highly Positive, Mixed Reality (perception became more divided), Seen as a "Band-Aid" by Some, Appreciation for the Cause, Learning Curve

Ejemplos de Copy

• •Headline: Don't Let Good Clothes Go To Waste. Or Good People Go Hungry. Body: Cancelled orders left millions of garments destined for landfill and thousands of workers facing hardship. Your purchase of a [Brand Name] box rescues quality clothing AND supports a garment worker and their family for a week. Shop with impact. (Tone: Empathetic, Purpose-Driven, Direct)
• •Social Media Post: What's in the box? More than just clothes. It's a week of security for a family. It's a stand against waste. It’s a small act of rebellion against a broken system. Get your surprise selection, make a difference. #EthicalFashion #SupportWorkers #SustainableStyle (Tone: Hopeful, Activist, Engaging)
• •Product Description Snippet: Each [Brand Name] box contains 3 surprise items of clothing from [Type of Brands, e.g., high-street fashion brands] with a typical RRP of at least £XX, for just £YY. More importantly, 37% of your purchase goes directly to our partners at [NGO Name], providing vital support to garment makers. See our full impact breakdown [Link]. (Tone: Transparent, Value-Oriented, Trust-Building)
• •Email Subject: You Didn't Just Buy Clothes, You Changed a Life. Body: Thanks to your recent [Brand Name] order, another garment worker and their family have received crucial support. It’s fashion with a conscience, a statement that you care. Want to see the difference you're making? [Link to Impact Report/Stories]. (Tone: Compassionate, Appreciative, Empowering)
• •Website Banner: The Fashion Industry Had a Problem. We Found a Solution. Together. Join us in rescuing perfectly good clothes and supporting the talented people who make them. Every box helps. Every item tells a story. (Tone: Purpose-Driven, Collaborative, Positive)