Brand Tone

Promotional and Sales-Oriented, Trendy and Fashion-Conscious, Accessible and Aspirational, Direct and Action-Oriented, Visually Engaging

Brand Values

• •Affordability/Value for Money
• •Trendiness/Style
• •Quality (within its tier)
• •Customer Satisfaction
• •Local Entrepreneurship

Best Practices

• •Stay Current with Trends (but authentic): Incorporate current slang or popular phrases relevant to the target audience (Pakistani youth/fashion-conscious women) where appropriate, especially on platforms like TikTok and Instagram. However, ensure it still sounds genuine to the brand.
• •Always Highlight Value: Consistently weave in messaging about affordability, sales, and the quality received for the price. Use phrases like "premium quality, amazing prices," "affordable style," or "get the look for less."
• •Use Engaging Questions and CTAs: Encourage interaction by asking questions in social media captions (e.g., "Which color would you rock?") and always include clear, direct calls to action ("Shop Now," "Discover More," "Link in Bio").
• •Maintain Visual-Linguistic Harmony: Ensure the copy complements the visual style. If the visuals are vibrant and trendy, the copy should echo that energy. If a product is presented as elegant, the language should reflect a touch more sophistication while still being accessible.
• •Develop a Brand Lexicon: Create a list of preferred words and phrases (e.g., "chic," "stylish," "premium faux leather," "handmade with love," "trending," "affordable glam") and terms to avoid. This helps ensure everyone writing copy for the brand uses a consistent voice. Refer to their product descriptions for inspiration.

Social Perception

Generally Positive, Fashionable and On-Trend, Good Value, Reliable Online Retailer, Emerging Local Brand

Copy Examples

• •✨ Obsessed with our new collection! ✨ Get your glam on with the [Product Name] handbag – a perfect blend of style and space. Tap to shop or visit esme.pk for an exclusive 30% OFF this week only! #EsmeByZipit #TrendingBags #PakistanFashion #BagObsessed #SaleAlert
• •👜 Elevate your Eid look! 🌙 Esme by Zipit brings you stunning handbags that won't break the bank. Premium quality, a fabulous designs. Discover your new favorite at esme.pk and enjoy FREE shipping on orders over PKR 4000! [Link] #EsmeHandbags #EidFashion #AffordableLuxury #StyleStatement #ShopNow
• •Running to get my hands on the latest Esme by Zipit drop! 😍🔥 So chic, so affordable! Which one is your fave? 👇 Shop link in bio! #EsmeByZipit #NewArrival #HandbagHaul #TikTokMadeMeBuyIt #FashionOnABudget #fyp
• •FRESH & FABULOUS! 🎉 Explore our New Arrivals – The trendiest handbags of the season are here. Quality you can feel, prices you'll love. Shop Esme by Zipit now!
• •💖 Your Next Style Staple is Here! + A Sweet Discount Inside! 💖 Hey Fashionista! Get ready to turn heads with the latest handbag collection from Esme by Zipit. From chic totes to elegant clutches, we've got the perfect accessory to complete your look. As a special treat, use code STYLE15 for 15% off your next order! Discover more at esme.pk.