Brand Tone

Functional & Informative, Elegant & Sophisticated (aspired), Discreet & Essential, Comfort-Oriented

Brand Values

• •Functionality: Providing practical solutions for common wardrobe issues (transparency, drape, comfort).
• •Femininity & Elegance: Helping women achieve a refined and well-put-together appearance.
• •Comfort: Ensuring their products feel good against the skin and are easy to wear.
• •Versatility: Offering a range of styles to suit different needs and outfits.

Best Practices

• •Develop a Style Guide: Create a simple document outlining key brand vocabulary (e.g., "elegant," "essential," "silhouette," "comfort," "discreet"), preferred sentence structure (e.g., clear, concise, slightly formal but accessible), and a "do not use" list (e.g., overly casual slang, hype-driven clichés).
• •Focus on "Her" Needs: Emphasize the benefits for the customer – how the product solves a problem (transparency, cling) or enhances her feeling (confidence, comfort, elegance). Use "you" and "your" to speak directly to her.
• •Maintain Sophistication in Simplicity: The product is functional. The language should be clear and direct but can still convey elegance through careful word choice. Avoid overly technical jargon, but also avoid overly simplistic or childish language. Think "refined simplicity."
• •Ensure Visual & Textual Harmony: The tone of the copy should match the visual presentation on the website. If the imagery is clean and minimalist, the copy should reflect that.
• •Be Consistent Across All Touchpoints: Use the same brand voice on the website, in any (future) social media, email communications, and customer service interactions. This builds recognition and trust. Given the current trust concerns, transparent and professional communication is crucial.

Social Perception

Largely Unknown, Potential Trust Issues, Niche Product

Copy Examples

• •Headline: The Secret to a Flawless Drape. Discover Our Essential Slips. Body: Tired of sheer fabrics and clingy dresses? Our slips provide the perfect discreet layer for a smooth silhouette and impeccable comfort, ensuring your outfit always looks its best. Shop now for invisible confidence.
• •Product Description Snippet (for a shaping slip): Sculpt Your Confidence. Body: Our shaping slip offers gentle control and a seamless finish, smoothing your curves for that perfect fit. Crafted from breathable fabric, it’s your invisible partner for elegance under any attire. Feel confident, look stunning.
• •Email Subject: Unlock Everyday Elegance: The Perfect Fond de Robe Awaits. Body: A truly elegant outfit starts with the right foundation. Explore our collection of luxurious and practical slips, designed to enhance your natural grace and provide all-day comfort. Find your perfect match today.
• •Category Page Intro: Beyond the Dress: The Understated Elegance of a Perfect Slip. Body: Each slip in our collection is more than just an undergarment; it's the key to a polished look and absolute comfort. From delicate lace to smoothing microfibre, discover the piece that elevates your wardrobe.
• •Ad Copy (Short): Invisible Comfort. Visible Elegance. Shop Fond-de-Robe.fr. Body: Ensure every dress hangs perfectly. Our slips are designed for a flawless look and all-day ease.