Brand Tone

Aspirational & Enthusiastic, Accessible & Informative, Customer-Oriented (in stated claims), Sales-Driven & Promotional

Brand Values

• •Passion for Vintage/Retro Style
• •Quality at Affordable Prices
• •Customer Satisfaction
• •Variety and Choice
• •Self-Expression & Individuality

Best Practices

• •Develop a Brand Voice Guide: Clearly document the desired tone (e.g., enthusiastic, nostalgic, chic, accessible), key vocabulary, "do's and don'ts" for language, and the brand's core values. This should be the go-to resource for anyone writing copy.
• •Focus on "The Why": Connect product features to the emotional benefits and aspirations of the target audience. Instead of just saying "1950s style dress," explain how it makes the wearer feel (e.g., "confident," "glamorous," "playful").
• •Tell a Story: Vintage is inherently about stories and eras. Weave narratives into product descriptions, blog content, and even microcopy to transport the customer and create a stronger connection.
• •Be Consistent Across All Channels: Ensure the tone used on the website, in email newsletters, product descriptions, and any (future) social media is uniform. This builds recognition and trust.
• •Listen and Adapt (Crucially Important for Dressing): Pay close attention to genuine customer feedback, especially negative reviews. While maintaining the aspirational tone, acknowledge concerns (perhaps indirectly by emphasizing quality control and customer service improvements in communications) to rebuild trust. The copy should reflect a brand that listens and cares, not one that ignores criticism. If issues like "stained items" are recurring, internal processes need fixing, and then communication can reflect renewed commitment to quality.

Social Perception

Mixed: Positive Aspects (from on-site reviews): Customers (as quoted on the site) often express satisfaction with the style, fit, and look of the items, stating they feel good wearing them. Negative Aspects (from external reviews): Concerns are raised about: Product Quality Discrepancies, Customer Service Issues, Trustworthiness.

Copy Examples

• •Homepage Banner: "Step into Timeless Style. Discover your perfect retro look with Dressing – where vintage passion meets modern charm. Quality pieces, unforgettable eras. Shop Now & Get 10% Off!"
• •Product Description (e.g., for a 50s dress): "Channel your inner screen siren! Our 'Dottie' Swing Dress captures the pure joy and playful spirit of the 1950s. Crafted for a flattering fit and all-day comfort, this dress isn't just clothing – it's a feeling. Ready for your close-up?"
• •Category Introduction (e.g., Rockabilly): "Unleash Your Rebel Heart! Our Rockabilly collection is all about bold prints, edgy cuts, and a whole lotta attitude. Perfect for those who live loud and dress even louder. Find your new favourite statement piece."
• •"About Us" Snippet: "More than just a store, Dressing is a love letter to the iconic styles of the past. Founded by true vintage enthusiasts, we're dedicated to bringing you high-quality, affordable retro fashion that lets your unique personality shine. Your journey into vintage starts here."
• •Social Media Post (if they had one, focusing on engagement): "Which vintage era speaks to your soul? ✨ Are you all about the roaring glamour of the 20s, the cool chic of the 50s, or the bohemian vibes of the 60s? Share your favourite decade below! #VintageDressing #RetroStyle #FashionThrowback"