Tone of voice increased revenue for Showpo

19.06.26 | By Clara Daley | blogs

Tone of voice isn’t a personality hire. It rained revenue on Showpo.

Lessons from Showpo’s new tone of voice with copywriter Clara Daley.

Every fashion brand needs a personality. There, I said it.

If you’re a cafe selling banging sangas to office workers in the city, then sure. Maybe foot traffic is enough. Maybe the grease-stained empty paper around the product speaks for itself. But e-commerce fashion brands need to reach through the screen, making a flat 9:16 image come alive.

Are you old enough to remember the internet dial-up sound? Then you might not have heard of Showpo. But if you’re the kind of person who loves a strawberry-foam matcha latte, you know exactly what we’re talking about.

Showpo is an e-commerce fashion empire. Aged just 24, Jane Lu founded the business from her parents’ garage in Balmain, Sydney. Now, the $100 million brand ships the latest on-trend looks to 120+ countries. The secret sauce? Showpo’s use of social media was light-years ahead of the competition. They were one of the first brands to model the same style on multiple body shapes, caring about size diversity long before it was a trend. And of course, the clothes are hot, hot, hot.

Showpo hired Willow & Blake to help their brand personality glow up. (And the visual identity, and a campaign concept, but that’s a topic for another day.) They’d already built a bold, global brand. Social media was on fire. Shoppers were in lust with their on-trend looks. But the OG customer had grown up and there was a clear opportunity to redefine Showpo for a new generation.

They knew and we knew that 76% of us are more likely to remember a brand with a distinct personality.

That’s because a lot of fashion brands sound the same. Take a look at these social captions… Which ones make you smirk? Chuckle? Roll your eyes? Most importantly, which ones stick in your brain?

Let’s skip to the good part: the results. Showpo achieved their strongest sales week ever.

And now let’s wind back the clock. What is tone of voice? “Brand voice” or “voice identity” is what your brand sounds like when it speaks. Imagine you were sitting next to a customer at a bar. Are you young, old or a chipmunk? (That’s brand personality.) Are you shouty, sexy or suave? (That’s tone.) Did you complain about your ex’s ugly sweater or your passion for negronis? (That’s key messages.)

Consumers’ brains are full. And—much as we wish the opposite—they’re not thinking about our brands 24/7. Establishing how you talk makes your distinct, human-like identity stick in brains so that the fingers connected to those brains (hopefully) hit the buy button.

We used words to shift Showpo from girly, playful and 2000s to feminine, self-assured and playful. Same identity, all grown up.

We started with the brand personality “all eyes on me”. That’s right. Some people might tell you a brand personality needs to be an archetype (like the funny court jester or the confident superhero). It can also be an attitude. Especially if that’s an unapologetically hot, self-obsessed voice that always shows up in a bold, on-trend look.

This brand personality makes sure Showpo doesn’t sound like other girls. Another retailer might say: “Sign up to our mailing list.” We say: “Hey girl, let’s be exclusive.”

Finally, we moved on to key messages. We take a brand’s USPs (or the ideas we want to stick in the customer’s brain) and translate them into phrases to be played on repeat.

Okay, it’s time to talk dirty. And by dirty, I mean maths.

Showpo introduced the new tone of voice to their audience as part of the retailer’s big brand reset in November 2025. (Think rolling out a visual identity refresh, celebrating a 15th birthday and launching their first DOOH campaign across Sydney.)

Showpo’s Tracksuit dashboard analyses the impact of their brand work over time. Within months, the team saw a significant jump in “investigation” among 18-34 year-olds from 32% to nearly 40%. Customer Success Manager at Tracksuit Rachel O’Loughlin said, “It’s rare to see customers achieve that kind of movement so quickly.” The lift proved Showpo’s pivot to a younger audience was hitting the mark.

And of course, the brand experienced their best ever week of sales. Could any brand ask for a better birthday present?

Want to know what else we did for Showpo? Read the full case study.

Tone of voice isn’t a personality hire. It rained revenue on Showpo.

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