Brand Tone

Aspirational & Glamorous, Confident & Empowering, Trendy & Youthful, Direct & Enthusiastic

Brand Values

• •Accessible Luxury
• •Style & Design Excellence
• •Customer Experience & Convenience (Stated)
• •Inclusivity
• •Modern & Forward-Thinking
• •Community & Connection
• •Evolving Sustainability Efforts

Best Practices

• •Embrace "Confident Glamour": Consistently use language that is aspirational, sophisticated, and empowering. Words like "luxe," "iconic," "statement," "chic," "radiant," and "unforgettable" should be staples. Avoid overly casual or colloquial language that might dilute the "accessible luxury" feel.
• •Focus on the "Moment": Frame products around the special occasions and memorable events they are designed for. Highlight how the attire will make the wearer feel (e.g., confident, stunning, the center of attention) during those moments.
• •Be Visually Evocative: Use descriptive language that helps the customer imagine wearing the garment. Talk about fabric, fit, and how the design enhances the figure or creates a particular effect (e.g., "cascading ruffles," "figure-flattering silhouette," "shimmering sequins").
• •Maintain an Enthusiastic & Direct Call to Action: Especially in social media and marketing communications, inject energy and enthusiasm. Make calls to action clear, inviting, and create a sense of excitement or urgency where appropriate (e.g., "Shop the drop," "Get the look," "Don't miss out").
• •Address the "Fashion-Savvy" Customer: Acknowledge the customer's understanding of trends and desire for unique pieces. Highlight what makes Club L London designs special – whether it's an in-house design, a particular detail, or how it aligns with current high-fashion aesthetics, while still being attainable.

Social Perception

Go-to for Occasionwear, Stylish & On-Trend, Mixed Quality Perception, Concerns about Returns & Customer Service, Growing International Brand, Influencer Approved

Copy Examples

• •UNLEASH YOUR INNER ICON. Discover the new collection designed to turn heads. Shop Club L London - IRE now for luxe looks that command attention.
• •Ready for your spotlight moment? ✨ Our [Dress Name] sequin showstopper has just landed. Perfect for nights you’ll never forget. Tap to shop and own the night! #ClubLLondonIRE #SequinDress #PartyPerfect #IrishFashion
• •That special occasion? We’ve got the dress. ✨ Club L London - IRE
• •POV: You just found your dream dress for that big event! 😉 Trying on the latest drops from Club L London - IRE that are pure glam. Which one’s your fave? Let me know! 👇 #ClubLLondonHaul #OccasionWear #DreamDress
• •Elegance redefined. The [Dress Name] maxi dress from Club L London - IRE is crafted from premium [Fabric Type], offering a silhouette that’s both timeless and fiercely modern. Designed in-house for those who appreciate accessible luxury and unforgettable style. Make your entrance.