Brand Tone

Elegant & Classy, Modern & Contemporary, Feminine & Delicate, Quality-Conscious & Handcrafted, Approachable & Friendly

Brand Values

• •Celebrating Heritage with a Modern Twist
• •Quality Craftsmanship
• •Comfort & Wearability
• •Feminine Elegance
• •Customer Connection

Best Practices

• •Emphasize "Modern Elegance": Always balance the traditional roots of the Cheongsam with its contemporary wearability and stylishness. Use words like "modern," "contemporary," "elegant," "classy," "timeless," and "chic."
• •Highlight Quality and Craftsmanship: Consistently mention the care that goes into making each garment – "hand-picked fabrics," "skillful seamstresses," "carefully tailored," "quality materials." This justifies the premium nature of the products.
• •Speak to Comfort and Lifestyle: Remind customers that these Cheongsams are not just beautiful but also practical and comfortable for various occasions, from special events to, in some cases, everyday wear. Use phrases like "airy materials," "cool and comfortable," "fits our modern lifestyles."
• •Maintain a Feminine and Passionate Voice: Use descriptive and evocative language that appeals to a predominantly female audience. Convey enthusiasm for the designs and the cultural significance of the Cheongsam. Words like "stunning," "delicate," "vibrant," "love," and "charm" can be effective.
• •Be Approachable and Customer-Centric: Even while maintaining an elegant tone, ensure the language is welcoming. Address the customer directly ("you," "your"), invite engagement, and clearly explain product features and purchasing processes (like custom orders or pre-orders).

Social Perception

Positive Recognition, Associated with Quality, if Pricier, Trusted for Special Occasions, Appreciation for Modern Designs, Online-Focused

Copy Examples

• •Headline: Elegance Reimagined: The Modern Cheongsam for Today's Woman. Body: Discover Joli Pretty, where timeless tradition meets contemporary style. Each Cheongsam is lovingly handcrafted with hand-picked fabrics, designed to make you feel beautiful and comfortable. Embrace your heritage, effortlessly.
• •Social Media Post (with image of a woman confidently wearing a Joli Pretty Cheongsam at an event): Make every occasion unforgettable. Our [Dress Name] Cheongsam, with its delicate [feature, e.g., lace detailing] and modern silhouette, is designed for moments that matter. Feel the Joli Pretty difference – where quality craftsmanship meets timeless elegance. #JoliPretty #ModernCheongsam #SingaporeFashion #ElegantStyle
• •Product Description Snippet (for a Batik print Cheongsam): Step into a vibrant blend of culture and artistry with our Batik Cheongsam. Each pattern tells a story, meticulously tailored from breathable fabrics to ensure you move with grace and comfort. Perfect for adding a unique touch to your wardrobe.
• •Email Subject Line: New Arrivals: Fall in Love with Our Latest Cheongsam Collection. Email Body Preview: Dear [Customer Name], be the first to explore the enchanting new designs at Joli Pretty. We've woven modern charm into every stitch, creating pieces that are as unique as you are. Experience the perfect blend of heritage and contemporary fashion.
• •"About Us" Page Excerpt: At Joli Pretty, our heart lies in celebrating the timeless beauty of the Cheongsam. We believe in a love for modern designs that seamlessly fit into your life, offering unmatched quality through carefully sourced fabrics and the skilled hands of our seamstresses. It’s more than a dress; it’s a piece of art, made for you.