Brand Tone

Aspirational & Accessible, Celebratory & Joyful, Helpful & Guiding, Inclusive, Trendy & Fashion-Forward

Brand Values

• •Accessibility: Providing beautiful and stylish dresses at affordable prices for every woman.
• •Inclusivity: Catering to diverse body types, sizes (including plus-size and custom options), and ages.
• •Customer Empowerment & Confidence: Helping women feel beautiful, confident, and joyful for every special occasion.
• •Quality & Craftsmanship (within its price point): Striving for well-crafted dresses with attention to detail.
• •Variety & Versatility: Offering a wide selection of styles for numerous occasions.
• •Customer Focus: Aiming for a seamless shopping experience and dedicated support.

Best Practices

• •Always Emphasize Value & Affordability: Continuously weave in the message that looking stunning doesn't require overspending. Use phrases like affordable elegance, style without the splurge, or budget-friendly beauty.
• •Focus on the Feeling: Connect the dresses to emotions – joy, confidence, beauty, celebration. Describe how the dress will make the wearer feel at their special event.
• •Maintain an Inclusive Voice: Use language that welcomes all women, regardless of size, shape, or age. Highlight plus-size options and diverse model imagery consistently.
• •Keep it Positive and Uplifting: The language should be encouraging and aspirational. Avoid jargon or overly technical fashion terms. The tone should feel like a supportive friend helping pick out the perfect outfit.
• •Be Clear and Direct, Especially with CTAs: While the tone is celebratory, calls to action (e.g., Shop Now, Discover Your Dress, Explore New Arrivals) should be straightforward and easy to understand, guiding the customer smoothly through their shopping journey.

Social Perception

Budget-Friendly Occasionwear, Hit-or-Miss Quality, Concerns about Customer Service & Returns, Stylish & Trendy Options, Good for Online Browsing

Copy Examples

• •Headline: Your Dream Dress Shouldn't Cost a Dream. Shine at Every Occasion with Ever-Pretty. Body: From breathtaking bridesmaid gowns to stunning prom night showstoppers, discover the perfect dress that makes you feel incredible, all at a price that lets you celebrate freely. Explore thousands of styles designed for your unforgettable moments.
• •Social Media Post (Instagram - with a picture of diverse women in Ever-Pretty dresses): Celebrating every woman, every style, every beautiful moment! ✨ Find your perfect fit and feel amazing without the splurge. Tag your prettiest moments with #EverPrettyCelebrates
• •Email Subject Line: That 'Wow' Moment? It's More Affordable Than You Think. Body Snippet: Life's full of special occasions, and you deserve to look and feel your absolute best for every single one. At Ever-Pretty, we bring you endless styles, from elegant evening gowns to chic cocktail dresses, crafted to make you shine. Find your next favorite dress today!
• •Product Description Snippet (for a bridesmaid dress): Walk down the aisle beside her in a dress that’s as beautiful as your friendship. Our [Dress Name] in [Color] offers timeless elegance and a comfortable fit, ensuring you feel confident and joyful all day long. Because every bridesmaid deserves to sparkle.
• •Website Banner: Unforgettable Dresses. Unbelievable Prices. Your Special Occasion Starts Here.