Brand Tone

Elegant, Sophisticated, Confident, Empowering, Caring, Understanding, Approachable Luxury, Feminine

Brand Values

• •Inclusivity & Body Positivity: Passionate about inclusivity and diversity, specifically catering to curvy women (sizes 12-24) and making them feel glamorous.
• •Quality & Luxury: Emphasis on luxurious fabrics, silks, cashmere and embellishment, and highest quality of luxe fabrics.
• •Style & Comfort: Mission to provide a stylish yet comfortable outfit. They aim to merge style with comfort without compromising on fashion trends for plus-size figures.
• •Customer Focus: Striving to provide an amazing shopping experience and excellent customer service. The founder's vision was born from her own frustrating shopping experiences.
• •Timeless Elegance: Blending contemporary trends with timeless elegance. Focus on occasion wear that makes women feel like a star.

Best Practices

• •Emphasize Empowerment and Confidence: Use language that makes the customer feel beautiful, valued, and self-assured in her own skin, regardless of size. Focus on how the clothes will make her feel.
• •Highlight Quality and Luxurious Details: Consistently mention the premium fabrics (e.g., "sumptuous silks," "soft cashmere"), unique design elements ("exclusive prints," "delicate embellishments"), and the craftsmanship that goes into each garment.
• •Maintain an Elegant and Sophisticated Voice: Avoid overly casual slang or colloquialisms. Opt for descriptive, refined language that reflects the quality and style of the clothing. Think "chic," "graceful," "refined."
• •Show Understanding and Inclusivity: Acknowledge the specific needs and desires of the plus-size customer. Use phrases that convey empathy and a commitment to providing solutions (e.g., "designed with your curves in mind," "celebrating every figure").
• •Be Authentic and Transparent: While highlighting luxury, ensure the tone remains genuine. If addressing promotions or sales, do so in a way that aligns with the overall elegant feel. In customer communications (especially regarding issues like returns), maintain a respectful, understanding, and helpful tone, even if the message is firm.

Social Perception

Generally seen as a go-to brand for mature women (target demographic often cited as 30-60 years old) seeking elegant, well-fitting plus-size clothing for special events.

Copy Examples

• •Headline: Rediscover Radiance. Your Occasion, Our Craftsmanship. Body: At Chesca, we believe every woman deserves to shine. Our luxurious, plus-size designs are meticulously crafted to celebrate your unique silhouette, ensuring you feel as exquisite as you look. Find the perfect ensemble that speaks to your elegance.
• •Headline: The Art of Dressing, Perfected for You. Body: Tired of compromising style for fit? Chesca Direct offers a curated collection where luxurious fabrics meet flattering cuts for sizes 12-24. Step into confidence with pieces designed to make you feel effortlessly glamorous at every event.
• •Headline: Special Moments Deserve Unforgettable Style. Body: From mother-of-the-bride to cherished celebrations, Chesca provides timeless elegance that honours your curves. Our passion for inclusive design means you’ll find comfort, quality, and sophistication in every stitch. Let us help you make memories in style.
• •Headline: Confidence, Woven In. Luxury, Defined by You. Body: We understand the journey to finding the perfect outfit. That’s why Chesca is dedicated to creating beautiful, high-quality garments that fit, flatter, and empower. Explore our collections and experience the Chesca difference – where every woman is celebrated.
• •Headline: Elegance That Fits. Style That Endures. Body: Why choose between comfort and chic? Chesca Direct brings you contemporary designs with a timeless appeal, all expertly tailored for the curvy woman. Embrace your natural beauty with our exquisite occasion wear and everyday luxury.