Brand Tone

aspirational, trendy, confident

Brand Values

• •e-commerce transactions
• •fast fashion

Best Practices

• •Develop a Brand Voice Charter: Create an internal document that explicitly defines the brand's tone. Is it witty? Empowering? Chic? Luxurious? Define key adjectives (e.g., "Bold, Confident, Playful") and provide examples of what to say and what to avoid. This ensures everyone writing for the brand is aligned.
• •Focus on "You," Not "We": Frame your copy around the customer. Instead of "We sell dresses," write "You'll feel unstoppable in this dress." This makes the message more personal and highlights the benefit to the customer, not just the features of the product.
• •Tell a Story: Give products evocative names and descriptions that paint a picture. "Blue Dress" becomes "The Santorini Dream Dress." This transforms a simple product into an aspirational experience and makes the brand more memorable.
• •Be Transparent and Build Trust: In all copy, especially in customer service templates, order confirmations, and FAQs, be clear, honest, and proactive. Acknowledge shipping times upfront. Create a detailed and empathetic return policy. This transparency is crucial to overcoming the current negative perception.
• •Engage and Encourage User-Generated Content (UGC): Actively ask customers to share their looks using a specific hashtag (e.g., #ShanoneStyle). Feature these customers on your website and social media. This not only provides social proof but also builds a community, making the brand feel more authentic and customer-centric.

Social Perception

overwhelmingly negative, perceived as unreliable or a 'scam' online retailer

Copy Examples

• •Don't Just Enter the Room. Own It. Our latest collection is crafted for the spotlight. Discover statement pieces that are as bold as you are. Shop New Arrivals with free shipping on orders over $75.
• •The 'Midnight Glow' Halter Dress. Designed for unforgettable nights. The 'Midnight Glow' dress features a daring open back and shimmering fabric that catches the light with every move you make. It's not just a dress—it's your next favorite memory. *Style Tip: Pairs perfectly with silver heels. See it on our customers! #ShanoneStyle*
• •Confidence called, and it’s this two-piece set. ✨ Ready for the weekend? The Talia Set was made for making an entrance. Tap to shop the look you’ll be wearing on repeat. We love seeing your style! Tag us @FashioneShanone and use #ShanoneStyle for a chance to be featured.
• •Your Weekend Outfit Is Waiting... Psst... We just dropped new styles that are guaranteed to turn heads.
• •For the Fearless. Fashione Shanone was born from a simple idea: fashion should be fun, accessible, and a source of confidence. We believe that the right outfit can empower you to write your own rules. We're a team of fashion lovers dedicated to bringing you the trends you need to build a wardrobe that’s unapologetically *you*. Welcome to the club.