Brand Tone

Frustrating, untrustworthy, and uncommunicative (currently). Aspirational goal: Romantic, whimsical, feminine, dreamy, nostalgic, and friendly.

Brand Values

• •Quality (currently lacking, but should be a priority)
• •Transparency (currently lacking, but should be a priority)
• •Customer Satisfaction (currently lacking, but should be a priority)
• •Individuality/Unique Style
• •Femininity & Romance
• •Nostalgia

Best Practices

• •Honesty and Transparency Above All: Address past criticisms openly (if appropriate for the platform, or at least internally drive changes based on them). Be clear about product origins, materials, and realistic representations in photos. If there are delays or issues, communicate proactively.
• •Prioritize Customer Service & Feedback: Invest in responsive, helpful, and empathetic customer service. Make it easy for customers to reach out and resolve issues. Actively solicit and visibly respond to feedback, both positive and negative. Show that you're listening and taking action.
• •Show, Don't Just Tell, Quality: Back up claims of quality with actions. This could include detailed product descriptions focusing on fabric and make, close-up shots of garments, transparent customer reviews on product pages (even if some are critical, showing you don't hide them), and a clear, fair returns/exchange policy.
• •Consistent Visual and Verbal Storytelling: Once operational issues are fixed and trust is being rebuilt, ensure your romantic, whimsical, and feminine tone is consistently applied across all communications – from product descriptions and social media posts to email newsletters and customer service interactions. The language should be evocative of the desired aesthetic.
• •Build Community & Showcase Genuine Experiences: Encourage user-generated content (but ensure it's from genuinely happy customers). Share real customer stories and photos (with permission). This can help rebuild authenticity and showcase the positive experiences that the brand aims to deliver. However, this step is only viable once the product and service issues are thoroughly addressed.

Social Perception

Largely negative due to widespread complaints about product quality, sizing, customer service, and transparency. There is a significant trust deficit highlighted in online forums and review sites.

Copy Examples

• •Headline: We Heard You. Alice in Vintage is Recommitting to Quality & You. Body: We've been on a journey, and like all journeys, there are lessons learned. We're dedicated to improving every stitch, every fabric, and every step of your experience with us. Discover our renewed commitment to the vintage-inspired magic you love, now with an enhanced focus on quality and customer care. Your trust is our priority.
• •Headline: Real Vintage Charm, Real Quality You Can Feel. Body: At Alice in Vintage, the dream of romantic, timeless style is now matched by our dedication to tangible quality. We're implementing stricter quality checks and clearer sizing to ensure the piece you fall in love with online is the piece you'll cherish in person. See our new [Link to Quality Promise Page].
• •Headline: Sized with You in Mind: Our New & Improved Fit Guide. Body: Finding your perfect fit is key to feeling fabulous. We've revamped our sizing charts and gathered more detailed fit information for each garment. Plus, our customer care team is here to help with any sizing questions before you order. Let's find your dream dress, with confidence. [Link to new Sizing Guide]
• •Headline: Your Alice in Vintage Experience, Reimagined. Body: We're not just about beautiful dresses; we're about a beautiful experience from browse to unboxing. We're enhancing our customer service, improving shipping transparency, and making returns easier. Your happiness is our mission.
• •Headline: From Our Sketchbook to Your Closet: The Alice in Vintage Promise. Body: Every floral print and delicate detail is chosen with care. Now, we're matching that design passion with a promise: to deliver vintage-inspired beauty that meets your expectations in quality, fit, and service. Share your feedback – we're listening.