moochi

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Bringing easy luxury to life through tone-perfect storytelling

Our role

Edited By supported moochi with copy across editorial, campaign and owned content, including:

Three weekly eNewsletters, each tailored to drive engagement and sales

Subject line optimisation to maximise open rates

Press releases to support seasonal collection launches

Lookbook and campaign copy to narrate design inspiration and hero pieces

Social media captions crafted to align with moochi’s tone and lowercase style guide

The impact

Amid a sea of same-same, moochi's voice was distinct: premium without being pretentious, elevated but always wearable. Bringing this to life across eNewsletters, campaign copy and social required more than brand familiarity; it required genuine editorial instinct.

The result was communications that felt cohesive and considered, whether a customer was opening an email, scrolling Instagram or picking up a lookbook in-store.

moochi's eNewsletters were consistently among its highest-performing owned channels, driven by copy that converted without feeling commercial. Edited By delivered that across every send, every subject line and every seasonal campaign, helping moochi maintain engagement across every touchpoint.

The client

Bringing easy luxury to the everyday, moochi is a premium womenswear label designed with the modern minimalist in mind. Proudly New Zealand owned for over 20 years, moochi has 13 boutiques alongside a thriving e-commerce store.

The brief

moochi engaged Edited By on a retainer basis to craft ongoing brand communications across multiple touchpoints. With a strong visual identity and distinct tone of voice, the brand required a copy partner who could express the nuances of each sub-label while staying true to moochi’s overarching style.

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"Erin is an absolute pleasure to work with. Her consistency, communication style, work ethic, and outputs have been exceptional from start to finish. Erin has a true talent for immersing herself in a brand, asking the right questions, extracting core values and nuances, and capturing the essence of our messaging through well-crafted storytelling. Erin is an asset to any business."

Maria Healey, Promotions & Partnerships Manager - moochi

Collage of fashion images with close-up of a person's hand and clothing, and snippets of text discussing style, individuality, and textures. 
Images: moochi    words: Edited By

Need a copy partner who seamlessly slips into your brand’s voice? Let’s talk.

In good company

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