Brand Tone

Elegant & Feminine, Modern & Trendy, Approachable & Friendly, Aspirational yet Attainable, Confident & Direct

Brand Values

• •Quality
• •Style & Aesthetics
• •Customer Satisfaction
• •Modernity & Trend-Consciousness
• •Accessibility

Best Practices

• •Develop a "Brand Voice Chart": Explicitly define adjectives that describe your brand (e.g., Elegant, Confident, Feminine, Modern, Approachable) and those that don't (e.g., Loud, Edgy, Discount-only, Overly casual). Provide examples of phrases for do's and don'ts. This should be done in Vietnamese for their primary market.
• •Maintain Visual-Copy Cohesion: Ensure the language used in captions and descriptions always complements the aesthetic of the visuals. If the imagery is elegant and sophisticated, the copy should echo that tone.
• •Consistent Terminology (especially in Vietnamese): Use consistent terms for collections, product features, and brand-specific phrases. Create a small glossary if needed for all team members who create content.
• •Audience-Centric Language: While maintaining elegance, ensure the language resonates with the target audience. Use phrasing that speaks to their aspirations and lifestyle (e.g., "feel confident," "effortlessly chic").
• •Train and Review: Ensure anyone writing copy for the brand understands the established tone. Implement a quick review process for new copy to catch any deviations, especially when multiple people are involved in content creation. This helps maintain consistency across all platforms.

Social Perception

Positive, Fashionable & Desirable, Reliable (in terms of online shopping experience), Vietnamese Brand Focus

Copy Examples

• •Step into the new season with grace. ✨ Our latest collection has arrived, filled with pieces designed to make you feel effortlessly chic and beautifully confident. Discover your new favorites. #FesFAS #NewCollection #ModernFemininity #VietnameseFashion #StyleElevated
• •The embodiment of elegance. This stunning [Dress Name/Type, e.g., 'Floral Midi Dress'] flows with every step, promising a silhouette that’s both timeless and captivating. Perfect for those moments that matter. Shop now via link in bio. #FesFASStyle #ElegantDress #FeminineCharm #MustHavePiece #FashionDetails
• •It's all in the details... and the feel. We believe in fashion that not only looks incredible but feels amazing to wear. Experience the soft touch and quality craftsmanship of our [Fabric Type, e.g., 'Luxe Linen Blend'] in our newest arrivals. #FesFASQuality #FeelTheDifference #ChicComfort #FashionFocus #StyleDetails
• •Your wardrobe refresh starts now! ✨ Enjoy [Discount Percentage, e.g., '20% OFF'] our selected 'Modern Essentials' collection for a limited time. Find those perfect pieces that blend sophistication with everyday ease. Shop online or visit us in Hanoi & HCMC! #FesFASSale #StyleSteals #ChicForLess #LimitedTimeOffer #VietnamStyle
• •Dreaming of the perfect outfit for [Occasion, e.g., 'your next weekend getaway / a special evening out']? What style are you envisioning? Let us know below! 👇 We love bringing your fashion dreams to life. #FesFASCommunity #FashionDreams #StyleInspo #ModernWoman #YourStyle