Brand Tone

Aspirational, authentic, and elegant. The language is warm, personal, and educational, focusing on the emotional experience of wearing the clothes and conveying a sense of connection and care.

Brand Values

• •Quality and Craftsmanship
• •Authenticity and Individuality
• •Sustainability and Responsibility
• •Emotional Connection
• •Made in Romania

Best Practices

• •Lead with Emotion, Support with Detail: Start your copy by evoking the feeling you want the customer to experience (e.g., comfort, elegance, confidence). Then, provide the specific details (premium yarns, 3D knitting, limited series) that justify that feeling.
• •Embrace the Founder's Voice: Continue using the personal, warm tone established by the founder, Carmen. Framing messages as if they are coming directly from her will strengthen the brand's authenticity and connection with its audience.
• •Tell the Story Behind the Product: For each item, go beyond the materials. Talk about the inspiration, the traditional techniques used, or how it's meant to fit into a woman's life. This reinforces the 'slow fashion' and craftsmanship values.
• •Consistently Highlight Core Values: Ensure that key value propositions like 'Made in Romania,' 'Limited Series,' 'Natural Fibers,' and 'Sustainable' are woven into product descriptions, social media posts, and all marketing materials.
• •Use Elegant and Evocative Language: Choose words that reflect the premium quality of the products. Use terms like 'timeless,' 'effortless,' 'refined,' 'embrace,' and 'crafted' to maintain an aspirational and elegant tone across all communications.

Social Perception

Laneria.ro is perceived as a provider of high-quality, beautifully crafted knitwear. Customers find the materials luxurious, the packaging careful, and the designs beautiful. The brand is seen as trustworthy, authentic, and a respected Romanian fashion brand. It is also viewed as a 'slow fashion' alternative, valued for durability and timeless style.

Copy Examples

• •Wrap yourself in more than just wool. Wrap yourself in a feeling. Our new collection is an ode to the quiet confidence that comes from timeless style and impeccable craftsmanship. Discover pieces made to be lived in, loved, and treasured. #Laneria #SlowFashion #MadeInRomania
• •The Serenity Sweater isn't just an item of clothing; it's a gentle embrace. Knitted from the finest Italian merino wool, its touch is as soft as a whisper against your skin. Designed with our signature seamless technology, it drapes beautifully, offering comfort that moves with you. This is effortless elegance, made to last.
• •Fashion that feels good, and does good. At Laneria, we believe in creating beautiful things, beautifully. That’s why we choose sustainable, natural fibers and produce in limited batches to honor our planet. Wear your values. #SustainableStyle #Knitwear #Laneria
• •My dear, I've always believed that the clothes we wear should be a reflection of the beauty that already exists within us. With over 40 years of passion for fine fabrics, my greatest joy is seeing how a simple, beautifully made piece can bring a smile and a spark of confidence. Thank you for being part of our story. With love, Carmen, Founder of Laneria.
• •In a world of fleeting trends, we choose the timeless. We choose the soft touch of natural wool, the integrity of local craftsmanship, and the beauty of a piece made with passion. Each Laneria garment comes with a Certificate of Originality, our promise of quality and authenticity, from our hands to yours.