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Girls Jackets by TwirlyGirl®

We realized long ago that TwirlyGirl was more than just a line of girls clothing, but we couldn't put our finger on how.  Yes, our dresses were cute and comfortable and very well made.  But it felt like we were still lacking a unified theme... a brand.  So we asked some of our customers to fill out a survey about us.  One of the questions was to describe, in one word, what our dresses do to the girls who wear them.  The results we received delighted us.  Customers remarked that our dresses made their girls faces light up with joy.  They spun and twirled, imaging they were in another world.  They immediately felt like they were someone else, somewhere else.  A princess.  A butterfly.  A magic fairy.  That's when it hit us.  If there was one word to summarize our brand, it was "transformative."  It took the girls who wore them to far off land of imagination. 

From there, we refined our image.  Rather than using boring text to describe our clothing, we asked a professional Hollywood screenwriter to do us a favor.  We gave him our newest design, the
Treasure Pocket Jacket, and told him to have at it.  A week later, he came back with this lovely poem:

Eleven small pockets
for all sorts of treasure.
Coins or feathers,
Whatever your pleasure.

It's your secret reserve,
That's stuffed to the seams,
One just for candy,
Another for dreams.

Things small or things smaller,
You gather each day,
A fuzz ball!  An acorn!
Don't throw it away!

So if it is loved,
Or if it is lonely,
Give it a pocket, 
It isn't your only.

From A to Z
No matter the order,
There's room for everything,
Except, of course, water.

We were so moved by this delightful poem.  It was exactly what we wanted our brand to be.  So we implored him to write the rest of the magical content on our website.  I think you'll agree, this was a wondeful decision.  Now, instead of just selling dresses for girls, we're giving away tickets to a magical word of wonder and creativity.  And that's how the World of TwirlyGirl came to be!

TwirlyGirl® Girls Jackets


  1. Peter Arthur-Smith on November 17, 2013 at 10:03 AM said:
    This is a terrific story about communication, Cynthia. Your writer showed how we can excite people when we plug into their intuitive mind (imagination in this case) rather than pouring out rational themes and ideas: the usual way of communicating. I'm focusing on how we can do the same with our workplace people, through Inclusive Communication. The way we communicate with our frontline people is a one-way, wasteland. If TwirlyGirl can place as much emphasis on its internal communication as it is on its external communication, it will skyrocket with the best of both worlds. The only thing in your article that I thought was a little off the mark, was when the team drew the conclusion that a little girl's experience was "transformative." In one sense it was. However, I think the experience takes them to "wonderland" as per Alice. Best, Peter
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