Brand Tone

Aspirational & Celebratory, Accessible & Inclusive, Helpful & Guiding, Engaging

Brand Values

• •Accessibility: Making beautiful dresses affordable and available to a wide range of women.
• •Inclusivity: Catering to diverse body types, sizes (including plus size), and ages.
• •Celebration: Helping women celebrate important life events in style and confidence.
• •Customer Empowerment: Aiming for customers to "look and feel [their] best." The founder's mission is to help women discover and refine their personal style.
• •Quality & Craftsmanship (Stated): While customer experiences vary, the brand states a commitment to carefully crafted dresses and attention to detail. They mention owning their factory to uphold quality standards.

Best Practices

• •Focus on "Her" Moment: Always frame copy around the customer and her special occasion. Use emotive language that evokes confidence, joy, and celebration. (e.g., "feel unforgettable," "radiate confidence").
• •Emphasize Inclusivity and Accessibility: Regularly highlight the range of sizes, styles for different body types, and the brand's commitment to affordability. Use phrases like "for every woman," "a dress for every body."
• •Keep it Positive and Uplifting: Even when addressing practicalities like sizing or care, maintain an encouraging and supportive tone. The aim is to make her feel good about her purchase and the brand.
• •Use Clear, Simple, and Engaging Language: Avoid overly complex jargon. Make product descriptions helpful and inspiring. On social media, ask questions and encourage interaction.
• •Be Authentic (and manage expectations carefully): While aspirational, ensure the copy doesn't overpromise to a degree that leads to disappointment, especially given the mixed reviews on quality. Acknowledge the value proposition (stylish dresses at great prices) honestly. Use customer testimonials and user-generated content where appropriate to build trust.

Social Perception

Affordable Go-To for Occasion Wear, Hit or Miss on Quality & Sizing, Customer Service Concerns, Stylish Options. Overall, the perception is that of a fast-fashion retailer for occasion dresses where you can find a bargain, but it may come with risks regarding fit, quality, and the returns process. The brand is seen as offering better-cut dresses than some ultra-cheap platforms but with less flexible returns than major online retailers.

Copy Examples

• •Headline: Your Dream Dress Awaits. Unforgettable Moments, Unbelievable Prices. Body: From "I do" to the night of your life, find the perfect dress that makes you shine. Explore hundreds of styles designed for every woman, every moment. #EverPrettyMoments
• •Headline: Feel Beautiful, Effortlessly. Styles for Every Celebration. Body: Life’s too short to wear boring dresses! Discover elegant gowns and chic cocktail attire that fit your style and your budget. Celebrate you, in Ever-Pretty.
• •Headline: The Perfect Fit for Your Perfect Day. Body: Say yes to stunning bridesmaid dresses, dazzling prom looks, or an elegant evening gown. With inclusive sizing and custom options, your flawless look is here.
• •Headline: Sparkle Without Breaking the Bank. Body: Get ready to turn heads! Our new collection features on-trend designs and timeless classics, all crafted to make you feel amazing at prices you'll love.
• •Headline: Making Memories in Ever-Pretty. Body: We believe every woman deserves to feel radiant. Share your #EPStyleStar moment with us! Find a dress that tells your story for your next special occasion.