Brand Tone

aspirational, chic, and encouraging

Brand Values

• •Quality & Durability
• •Versatility
• •Self-Expression & Confidence
• •Curated Style

Best Practices

• •Maintain the "I" to "You" Connection: Continue using a personal, first-person voice ("I believe," "We've selected") when speaking to the customer ("your new favorite," "to make you feel"). This builds a direct, trust-based relationship.
• •Focus on the Feeling, Not Just the Fabric: While mentioning quality is important, always connect the product back to the benefit for the customer: confidence, elegance, feeling beautiful, and shining. The value is the emotion the clothes evoke.
• •Use Aspirational & Positive Language: Consistently use uplifting and encouraging words. Terms like "shine," "elevate," "effortless," "timeless," and "confidence" should be staples in the brand’s vocabulary.
• •Balance "Trendy" with "Timeless": Ensure that the copy reflects the brand’s core value of versatility. Highlight new, on-trend items while always reminding the customer of their lasting power and ability to be styled for years to come.
• •Keep it Chic & Clean: The copy should mirror the visual aesthetic of the brand—polished, uncluttered, and sophisticated. Avoid slang or overly casual language that could detract from the "classy" image. Use emojis sparingly and strategically to add a touch of modern friendliness without sacrificing elegance.

Social Perception

The brand projects an image of being a trustworthy and inspiring online boutique. The clean website design, high-quality product photography, and empowering copy work together to build a perception of a high-end, yet accessible, brand. Through its personal tone and social media, Lamie aims to be perceived not just as a retailer, but as a friendly style guide and a source of inspiration.

Copy Examples

• •Your forever wardrobe, updated. ✨ Meet the pieces you’ll reach for time and time again. Our new collection blends timeless elegance with that touch of magic you love. Ready to shine? Explore the drop via the link in our bio. #byLamie #ClassyStyle #NewArrivals
• •The Signature Blazer in Sand. The one you've been waiting for. Tailored for a relaxed yet structured fit, this blazer is your new secret weapon. Dress it up for the office or pair it with your favorite jeans for an effortlessly chic weekend look. Crafted from a premium blend for all-day comfort and timeless style. Because confidence never goes out of fashion.
• •Inside: A Style Refresh You Deserve ✨ Timeless pieces, special prices. Let's find your new favorite outfit.
• •Dress for the life you love. Discover our collection of curated, quality pieces designed to make you shine. [Shop Now]
• •One dress, two moods. Our new Hanna dress takes you from sunrise to sunset, effortlessly. How would you style it? #byLamie #OOTD #DayToNight #FashionHacks #BelgianFashion