Brand Tone

Aspirational & Stylish, Confident & Understated, Direct & Informative (on product pages), Community-Oriented (on social media)

Brand Values

• •Style & Aesthetics
• •Quality (Implied)
• •Exclusivity/Trendiness
• •Accessibility of Luxury
• •Simplicity & Minimalism

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal attributes (e.g., "aspirational," "confident," "understated," "minimalist"), preferred vocabulary (and words to avoid), and examples of on-brand vs. off-brand copy.
• •Prioritize Visual-Copy Cohesion: Ensure that the language used complements the visual aesthetic. If the imagery is minimalist and sophisticated, the copy should echo this rather than being overly casual or cluttered.
• •Focus on "Show, Don't Just Tell": Instead of simply saying "high quality," describe the feel of the "premium cotton" or the "meticulous construction." Let the product benefits and aspirational lifestyle do the talking.
• •Maintain Consistency Across All Channels: The tone used on the website (product descriptions, About Us) should align with social media posts, email marketing, and any customer service interactions. This builds brand coherence and trust.
• •Engage with the Community Authentically: When interacting on social media, maintain the brand's core tone. If it's aspirational and stylish, responses should be polite, helpful, and maintain a degree of refined language, even when being friendly and approachable. Avoid overly colloquial slang if it doesn't fit the "Lusso" image.

Social Perception

Fashion-Conscious Youth/Young Adults, Emerging Online Brand, Mixed but Generally Positive (where visible), Aspiring to Luxury

Copy Examples

• •Instagram Post (Image: Model in a Lusso French hoodie in an urban setting):"City lights, Lusso nights. Own the ambiance. #LussoFrench #UrbanElegance #StyleDefined"
• •Product Page Snippet (for a T-shirt):"The Lusso Signature Tee: Crafted from 100% premium cotton for an undeniably soft feel and a fit that speaks for itself. More than a t-shirt, it's a statement. Simple. Bold. You."
• •Email Subject Line (for a new collection):"Lusso French: New Arrivals. Your Next Look Is Here."
• •Facebook Ad Copy (targeting fashion-interested audience):"Elevate your everyday. Discover Lusso French – where premium comfort meets modern design. Shop the collection and define your signature style. [Link to website]"
• •Website Banner Text:"LUSSO FRENCH: Luxury. Redefined. Style. Reimagined."