Brand Tone

empowering, sophisticated, and friendly

Brand Values

• •Empowerment
• •Quality
• •Timelessness
• •Community
• •Authenticity

Best Practices

• •Maintain an Empowering Voice: All copy, from product descriptions to social media posts, should use positive, strong, and affirming language. Avoid passive or overly promotional tones.
• •Use "You-Centric" Language: Frame messages around the customer. Instead of "We sell dresses," use "You'll feel confident in our new dress." This makes the brand feel more personal and focused on the customer's benefit.
• •Highlight Core Values: Regularly weave the values of quality, timelessness, and empowerment into the narrative. Mention the craftsmanship of a garment or its versatility for different occasions.
• •Stay Visually Cohesive: Ensure that the tone of the copy matches the visual aesthetic. The sophisticated, clean visuals should be paired with equally polished and elegant text.
• •Foster a Community Dialogue: Actively engage with comments and messages using the brand's friendly and supportive tone. Ask questions and encourage user-generated content to reinforce the sense of community.

Social Perception

Highly positive; perceived as a chic and reliable source for modern womenswear in Mexico, representing a contemporary, confident, and stylish woman, with a loyal and satisfied customer base.

Copy Examples

• •Define your power. Our new Elena dress is designed not just to be worn, but to be lived in. A timeless silhouette for the woman who leads her own life. #FortunaStyle
• •By women, for women. Every thread, every cut, every design is a celebration of you. Discover pieces that understand your strength and your style. #WeAreFortuna
• •Elegance is an attitude. Start your week with the confidence that you can achieve it all. #MondayMotivation #FortunaIK
• •Your new favorite piece is waiting. This weekend only, enjoy free shipping on all orders. Because you deserve it. #FortunaTreat
• •How do you wear your Fortuna? Share your look with #FortunaWomen for a chance to be featured. Let's inspire each other. #Community