I've decided to look for inspiration from other popular high street stores, to look at how they phrase their copy and the general tone of voice they all employ. From looking at all the examples, they seem to have a very similar tone of voice, and use similar phrases, employing humour, play on words and popular culture references. In terms of visualising the voice of their brand, Joy and Urban Outfitters feels a little more playful, colourful and youthful, whilst the style of Topshop and Warehouse feels a little more pared down, cooler and sleeker. Joy the Store
Urban Outfitters
Topshop
Warehouse
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