Brand Tone

youthful, personal, and whimsical

Brand Values

• •Sustainability
• •Handmade Quality
• •Woman-Owned and Operated
• •Diversity and Heritage

Best Practices

• •Always Weave in Core Values: Every piece of copy, from a product description to a social media post, should reinforce at least one of the core brand values: sustainability, handmade, woman-owned, or diversity.
• •Maintain a Personal and Approachable Tone: Use first-person ("we," "our") and second-person ("you," "your") language to create a direct connection with the customer. Keep the language light, positive, and a little whimsical to match the brand's aesthetic.
• •Be Transparent About Production: Given the 4-8 week production time, it's crucial to manage expectations proactively. Use copy on the website and in order confirmations to celebrate the "slow fashion" aspect, framing it as a positive attribute of careful, custom creation, not just a delay.
• •Use Storytelling to Connect: Share the story behind the brand—the owner's heritage, the reason for choosing sustainable materials, the design inspiration. This builds a stronger emotional connection and justifies the premium, handmade nature of the products.
• •Listen and Adapt Based on Feedback: Acknowledge customer feedback, especially regarding sizing. Use copywriting in product descriptions and size guides to be hyper-specific. For example: "Our hoodies have a snug, vintage fit. If you prefer a more relaxed feel, we strongly recommend sizing up! Check our detailed measurements here." This shows the brand is responsive and helps manage customer expectations, turning a potential negative into a helpful, transparent interaction.

Social Perception

Multifaceted; draws customers with ethical foundation, unique designs, and support for small, woman/minority-owned business, but faces concerns regarding product execution, sizing inconsistencies, and customer service reliability.

Copy Examples

• •Wear your star sign with pride. ✨ Our astrology hoodies are back! Each one is embroidered to order in our San Francisco studio using the softest pastel fabrics. Handmade, sustainable, and as unique as you are. Tap to design yours. #Lalele #HandmadeWithLove #AstrologyFashion #WomanOwned
• •Your Birthday Just Got Cuter 🎉 A Gift Inside! Hey [Name], as a thank you for being part of our community, we want to celebrate YOU. Here's a special discount for your birthday month. Treat yourself to something colorful and handmade!
• •Made to Order, Just for You. Sustainable fabrics, handcrafted designs. Experience clothing that’s as individual as you are. Shop our limited-batch collection, handmade in the Bay Area.
• •From Italian recycled fabric to your new favorite hoodie. ✨ This is how we do it. #SmallBusiness #SustainableFashion #Handmade #Lalele
• •Cute Clothes with a Conscience. Tired of fast fashion? Lalele offers trendy, colorful clothing that's ethically handmade in California by a Filipina/Italian-owned brand. We believe in diversity and sustainability. Join us and make a statement. Get 10% off your first order!