Brand Tone

Aspirational, trendy, and effortlessly cool; chic and approachable. Uses casual, confident, and sun-drenched urban sophisticated language, like a fashion-forward friend. Incorporates emojis, slang, and direct address ("Hey babe," "You in this dress = a vibe") to be relatable and friendly.

Brand Values

• •Style and Trend Consciousness
• •Effortless Confidence
• •Community and Relatability
• •Los Angeles Identity

Best Practices

• •Speak Like a Friend: Use a conversational, upbeat, and personal tone. Address the customer directly with words like "you," "babe," or "girl." Keep sentences relatively short and easy to read.
• •Embody the LA Vibe: Weave in subtle references to the Los Angeles lifestyle. Mentioning things like "golden hour," "canyon drives," "rooftop bars," or "flea market finds" reinforces the brand's identity and aspirational appeal.
• •Keep it Confident and Simple: The copy should reflect the "effortless" value. Avoid overly complex or technical fashion jargon. The focus should be on how the clothes make you feel asconfident, cool, and ready for anything.
• •Leverage User Language: Pay attention to how your community comments and posts. Incorporate popular, relevant slang and emojis naturally into your captions to stay relatable and current.
• •Tell a Visual Story: Whether on the product page or social media, the copy should complement the visuals. Use descriptive language that helps the customer imagine themselves wearing the piece in a specific, desirable scenario. The copy should sell the moment, not just the product.

Social Perception

Generally perceived as a stylish, on-trend source for women's fashion, praised for its curated "LA vibe" and high social engagement. Faces scrutiny regarding quality vs. price common to online retailers and some online confusion due to brand name similarity with real estate.

Copy Examples

• •That weekend feeling just hit different in the [Dress Name]. Tap to shop the vibe. #dtlaloft #LAdresses #weekendstyle
• •Your LA Story Starts Here. From brunch on the west side to nights downtown, these are the looks you'll live in. Shop New Arrivals.
• •Babe, your new favorite outfit is in here
• •Meet your new go-to. The [Top Name] is all about those dreamy, effortless details. With delicate embroidery and a flowy fit, it s perfect for pairing with vintage denim for that farmers market run or throwing on over a bikini for a last-minute beach trip. Effortless, versatile, and 100% a vibe.
• •Text on screen: "One pair of boots, endless LA moments." Caption: "How we're styling the [Boot Name] boots all season long. Which look is your fave? #dtlastyle #bootseason #howtostyle"