Brand Tone

Aspirational & Chic, Informative & Direct, Enthusiastic & Passionate (subtly), Slightly Exclusive but Accessible

Brand Values

• •Quality & Exclusivity
• •Style & Trend Consciousness
• •Customer Experience
• •Italian Heritage & International Outlook
• •Originality

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's tone (e.g., "Sophisticated," "Current," "Refined," "Inspiring," "Welcoming"). Include "This, Not That" examples (e.g., "Elegant, not Stuffy"; "Knowledgeable, not Preachy"). This will serve as a guide for all content creators.
• •Focus on "Curated Selection" and "Expertise": Consistently use language that emphasizes the careful selection process behind the products. Words like "curated," "handpicked," "expertly chosen," and "edited collection" reinforce the value lemlò brings. Highlight the 30 years of experience.
• •Blend Aspiration with Invitation: While showcasing high-fashion and desirable items, ensure the language remains inviting and not alienating. Use phrases that speak to the customer's desire for style and self-expression (e.g., "discover your style," "express yourself," "find your perfect look").
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy aligns with the visual aesthetic of the website and social media. If the images are chic and polished, the language should mirror that sophistication. Use descriptive language that evokes the quality and feel of the garments.
• •Be Consistent Across All Channels: Whether it's a website product description, an Instagram caption, a Facebook post, or customer service communication, the core brand tone should be recognizable. Regularly review content across platforms to ensure consistency. Provide guidelines for how to adapt the tone slightly for different contexts (e.g., a promotional email might be slightly more urgent but still refined).

Social Perception

Established Fashion Retailer, Curator of Brands, Fashion-Forward, Mixed Perception for Outlet, Reliable for Fashion Enthusiasts

Copy Examples

• •Headline: Discover Your Signature. Explore lemlò. Body: More than just clothing, it's a statement. For 30 years, lemlò has curated the finest in Italian and international fashion, bringing you exclusive pieces that define your unique style. Step into a world of enduring quality and contemporary design. (Tone: Aspirational, Quality-focused)
• •Headline: The Art of Dressing, Mastered. Body: From timeless classics to the latest runway inspirations, lemlò offers a meticulously selected collection for the discerning individual. Experience the pleasure of exceptional craftsmanship and unparalleled style. New arrivals weekly. (Tone: Chic, Expert/Curatorial)
• •Headline: Rome's Fashion Heart, Now at Your Fingertips. Body: Lemlò brings the essence of Italian elegance and global trends directly to you. Shop our curated selections online or visit our Roman boutiques for a personalized fashion journey. Because true style knows no boundaries. (Tone: Italian Heritage, Accessible Exclusivity)
• •Headline: Elevate Your Everyday. It Starts with lemlò. Body: Find those perfect pieces that transform an outfit, and a day. Our collection is chosen for its originality, quality, and the power to make you feel uniquely you. Explore shoes, accessories, and apparel that speak your language. (Tone: Enthusiastic, Style-focused)
• •Headline: New Season Arrivals: Curated for the Connoisseur. Body: The freshest trends and most sought-after designs have landed at lemlò. Immerse yourself in a world of luxurious textures, innovative silhouettes, and the brands that are shaping tomorrow's fashion. Your next favorite piece awaits. (Tone: Trend-conscious, Exclusive)