Ross Stores Tone of Voice — Dress & Less

Tagline: "Dress for Less"

Industry: Discount Retail

Sector: Retail

How Ross Stores Communicates

Ross Stores ties off-price retail to dressing well for less. "Dress for Less" frames the chain around brand-name and designer clothing at deep discounts — value, fashionable, thrifty. The voice is dress-for-less and upbeat, selling the fun of scoring stylish clothes on a budget, positioning Ross around an ever-changing, dig-for-the-deal experience where fashion-lovers can build a wardrobe of real brands without paying full retail.

Tone Words

Ross Stores's brand voice is defined by the following tone words: Dress, Less, Value.

Communication Style

Language Style: Dress-for-less
Sentence Type: Command
Tense: Command
Expression: Imaginative

Ross Stores Brand Story

Ross offers branded fashion and home goods at bargain prices.

Brand Message

Off-price fashion retailer

Brand Mission

To be Americas top off-price retailer

Brand Positioning

Core Concept: Value fashion

Central Tension: Expensive vs. Less

About Ross Stores

Ross Stores, Inc., operating under the brand name Ross Dress for Less, is an American chain of discount department stores headquartered in Dublin, California. It is the largest off-price retailer in the U.S.; as of July 2024, Ross operates 1,795 stores in 43 U.S. states, Washington, D.C. Puerto Rico and Guam, covering much of the country, but with no presence in New England and Alaska. The company also operates DD's Discounts, a discount department store chain with over 353 locations across the United States, most of which are located in Sun Belt states.

Frequently Asked Questions About Ross Stores

What is Ross Stores's tone of voice?

Ross Stores uses a dress, less, value tone of voice. Their communication is dress-for-less, typically using command-style sentences in the command tense. Their tagline "Dress for Less" exemplifies this voice.

What is Ross Stores's brand message?

Ross Stores's core message: Off-price fashion retailer Their mission: To be Americas top off-price retailer

What is Ross Stores's slogan?

Ross Stores's slogan is "Dress for Less". It carries their dress, less, value voice.

What is Ross Stores's mission?

Ross Stores's mission: To be Americas top off-price retailer

What makes Ross Stores's brand voice unique?

Ross Stores stands out through their dress, less, value communication style. Their central brand tension, "Expensive vs. Less", shapes how they communicate across the Retail sector.

What language style does Ross Stores use?

Ross Stores uses dress-for-less language, with imaginative messaging, in command-style sentences, using the command tense.