Tono de Marca

Friendly, approachable, community-oriented, passionate, and purpose-driven

Valores de Marca

• •Sustainability
• •Affordability
• •Community
• •Curation and Quality
• •Personal Connection

Mejores Prácticas

• •Emphasize Storytelling: Every piece of clothing has a past. Use copywriting to hint at these stories and the future they can have with a new owner. This adds value beyond the physical product.
• •Use Inclusive and Positive Language: The brand is about making fashion accessible and enjoyable. The copy should be welcoming and avoid exclusionary or judgmental language. Phrases like 'everyone is welcome' and 'express your unique style' will resonate with the target audience.
• •Highlight the 'Why': Always connect the 'what' (the clothes) to the 'why' (sustainability, community, affordability). Remind customers of the positive impact of their purchasing decisions.
• •Maintain a Personal and Approachable Voice: Whether on the website or social media, write as if you're talking to a friend. Use contractions, ask questions, and share behind-the-scenes moments to foster a personal connection.
• •Be Transparent and Honest: When describing pre-loved items, be clear about their condition. This builds trust and aligns with the brand's value of authenticity. The line 'Not everything is perfect <3' from their website is a great example of this.

Percepción Social

Perceived as a trendy and ethical fashion destination, a key player in the local thrifting scene, especially among a younger, style-conscious audience on TikTok. The brand is strongly associated with sustainability and conscious consumerism, and viewed as a community-focused establishment.

Ejemplos de Copy

• •Your new favorite outfit is waiting for a second chance. Come and explore our curated collection of pre-loved gems at our Ponsonby store and join the sustainable style movement. #MoralFibreNZ #SecondhandStyle #CircularFashion
• •Style that tells a story. Discover unique, pre-loved designer and vintage pieces, handpicked for you. Shop sustainably, dress beautifully.
• •Hey [Name], ready to stand out? We've just added a fresh batch of incredible pre-loved pieces to our collection. From timeless vintage to contemporary designers, find your next treasure at Moral Fibre NZ and feel good about what you wear.
• •Thank you for choosing slow fashion. By shopping with us, you're not just finding a new look, you're giving a garment a new life and supporting a small, local business.
• •Did you know we're a small, family-run business? Every purchase you make supports our dream of making sustainable fashion the first choice for everyone. Come say hi at 63 Ponsonby Road! #ShopLocalNZ #SustainableFashion #FamilyBusiness