Brand Tone

Aspirational & Trendy, Youthful & Playful, Confident & Glamorous, Direct & Promotional, Helpful & Occasion-Focused

Brand Values

• •Fashion-Forward/Trend-Led
• •Affordability/Value
• •Style & Quality (Stated)
• •Versatility
• •Ethical Sourcing (Stated)

Best Practices

• •Stay Youthful & Current: Incorporate relevant slang, emojis, and trending phrases (especially on social media) without overdoing it or sounding inauthentic. Keep an eye on how the target demographic (18-35 females) communicates.
• •Focus on Aspiration & Confidence: Use language that empowers customers and makes them feel glamorous, stylish, and ready for any occasion. Highlight how the clothes make them look *and feel*.
• •Be Visually Driven with Short, Engaging Text: Pair strong visuals with concise, punchy copy. Use calls to action that are direct and easy to understand (e.g., 'Shop Now,' 'Get the Look').
• •Maintain an Approachable & Friendly Demeanor: Even when being promotional, keep the tone light, enthusiastic, and relatable. On social media, engage with comments in a friendly way.
• •Address Pain Points (Customer Service) with a Positive & Proactive Tone: While marketing copy should be upbeat, ensure that customer service communications, especially regarding returns or issues, are empathetic, clear, and aim for resolution to counteract negative perceptions found in reviews. This includes making returns policies easily understandable and accessible.

Social Perception

Go-to for trendy, occasion-specific outfits at an affordable price, appreciated by younger demographics for stylish looks. Concerns exist regarding customer service, returns, and perceived fast fashion practices. Inconsistent sizing experiences are reported.

Copy Examples

• •Headline (Website Banner/Social Media for New Collection): ✨ Dress Code: Obsessed ✨ Your next showstopper is here. Shop New Arrivals at AX Paris & own the night!
• •Product Description Snippet (Occasion Dress): All eyes on you! This [Dress Type, e.g., satin midi] isn't just a dress, it's a whole mood. Perfect for that wedding, glam night out, or whenever you're ready to shine. Pair with your highest heels and get ready for the compliments! #AXParis #Occasionwear #DressToImpress
• •Email Subject Line (Sale Promotion): 🚨 PSA: Up to 50% Off Party Looks! Your weekend just got better 😉
• •Instagram Caption (User-Generated Content Regram): Our girl @[username] absolutely SLAYING in the [Product Name] dress! 🔥 How would you style yours? Tag us #AXParisStyle to be featured! ✨
• •TikTok Video Concept Intro Text: GRWM: Turning heads at brunch 💁‍♀️👑 Obsessed with this new AX Paris drop! Link in bio to shop the look. #AXParis #GRWM #OOTD #BrunchOutfit