Brand Tone

Alluring & Confident, Empowering & Inclusive, Fashion-Conscious & Modern, Playful & Bold, Value-Oriented

Brand Values

• •Fashion & Femininity
• •Quality & Affordability
• •Inclusivity
• •Innovation & Redefinition
• •Excitement & Empowerment
• •Partnership Support

Best Practices

• •Embrace "Wicked" Playfully: Consistently weave in the "wicked" theme in a way that feels empowering, playful, and alluring, rather than overly risqué or cheap. It’s about confidence and a bit of daring fun.
• •Prioritize Inclusivity in Language: Always use language that reinforces the commitment to "all body types, shapes, and sizes." Showcase diversity in imagery and descriptions. Avoid terms that could alienate or exclude.
• •Balance "Sexy" with "Quality" and "Value": While the brand is about "redefining sexy lingerie," always pair this with mentions of "quality," "fashion-forward design," and "exceptional value" to build trust and appeal to a broader audience.
• •Speak Directly to an Empowered Customer: Address the customer as someone who is confident (or wants to be), makes their own choices, and isn't afraid to express their femininity and excitement. Use an active voice and empowering verbs.
• •Maintain a Consistent Vocabulary: Develop a list of brand-aligned keywords and phrases (e.g., "fashion-forward," "femininity," "excitement," "alluring," "empower," "redefine," "playful," "bold," "confident") and use them consistently across all communications, from product descriptions to marketing materials.

Social Perception

A brand offering a wide range of "sexy" and fashionable lingerie options that are more affordable than high-end luxury brands. The emphasis on catering to all body types suggests an effort to be seen as inclusive and body-positive. The name "Be Wicked" and retailer descriptions like "down right wicked" likely contribute to a perception of the brand as being for those who want to express a bolder, more playful, or daring side of their sensuality. The brand aims to be seen as a trendsetter that is "redefining the conventional definition of sexy lingerie."

Copy Examples

• •Headline for a new collection: "Unleash Your Inner Wicked. Dare to Define Your Own Sexy." *Body:* "Our new collection is here to celebrate every curve, every style, every you. Discover fashion-forward lingerie that’s as bold and unique as you are. Quality you can feel, at prices you’ll love."
• •Product description snippet for a lace teddy: "Forget the rules, embrace the thrill. This exquisite lace teddy isn't just lingerie; it's a statement. Designed to make you feel irresistibly confident and wickedly beautiful. Who says you can’t have it all?"
• •Instagram caption idea (if they had one): "Confidence looks good on you. And so does our [Product Name]. 😉✨ #BeWicked #LingerieLove #EmpoweredFemininity #FashionForAll"
• •Email subject line for a sale: "Get Ready to Be Wicked (for less!) 🔥 Our Sale Is ON!" *Email Body Snippet:* "Indulge in the lingerie you’ve been dreaming of. From everyday chic to something a little more… wicked, find your perfect fit and express your fabulous. Quality, style, and incredible value, now even more tempting."
• •About Us page snippet (alternative): "At Be Wicked, we believe sexy isn't one-size-fits-all—it's a feeling, an attitude, a spark. Since 2010, we've been crafting lingerie that’s all about fashion, femininity, and a touch of wonderful wickedness. We’re for every body, every style, every moment you choose to shine."